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Fashion executive Michael Scheiner becomes Celebrity's new CMO

New to the travel industry, Michael Schreiner brings a fresh perspective as Celebrity returns to service
Celebrity Cruises appointed top fashion house marketer Michael Scheiner as SVP and chief marketing officer.

Scheiner will oversee all aspects of driving new customer acquisition, brand loyalty and e-commerce globally, reporting to President and CEO Lisa Lutoff-Perlo. He starts July 12.

New to the travel industry, Scheiner brings a fresh perspective as Celebrity returns to service.

Having led innovative marketing strategies for a number of iconic fashion brands, Scheiner is well-placed to drive growth in the aspirational 'new luxury' set that Celebrity embodies.

Joins from Tommy Hilfiger

Scheiner joins from Tommy Hilfiger, where as global CMO he was instrumental in modernizing the brand aesthetic and launched innovative e-commerce, digital programs and live-streaming events, creating brand affinity and engagement with both Gen X and millennial audiences.

Purpose-driven marketing

A champion of purpose-driven marketing, Scheiner understands how to leverage brands as catalysts for change. He launched Hilfiger’s People’s Place Program, an initiative focused on making the fashion industry more inclusive for the BIPOC community; and the acclaimed 2021 ad campaign 'Moving Forward Together,' which encouraged people to unite for a better future.

Abercrombie & Fitch, Urban Outfitters, Ralph Lauren

Before Tommy Hilfiger, Scheiner spent eight years at Abercrombie & Fitch in various senior marketing roles across the company’s portfolio of brands including abercrombie kids, Hollister Co. and Gilly Hicks. He oversaw the creation and execution of the brands’ digital marketing strategies, rebranding efforts and product launches.

His career also includes jobs with Urban Outfitters and Ralph Lauren.

Expertise 'checks all of the boxes'

'As I thought about what will define a brand’s success for the future, Michael’s deep expertise in the digital landscape, global execution and merchandising and experience leading strong teams checked all of the boxes,' Lutoff-Perlo said. 'Our brand is positioned for great days ahead and I can’t wait for Michael to further elevate all that our new-luxury brand promise entails.'

'I have been fascinated with the cruise industry since dreaming of working on a ship as a kid,' Scheiner said. 'As I met with the Celebrity leadership team, I was amazed by how thoughtful they have been with developing their new-luxury brand, putting their guest first and doing so much good for the communities they visit and serve.'

Scheiner succeeds Peter Giorgi, who left in April after five years with Celebrity to become CMO of Equinox, a fitness company.