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Jim Berra returns to the cruise industry as CMO at Princess

Jim Berra most recently served as CMO and innovation officer at Invited (formerly ClubCorp), the largest owner of private membership clubs in the US
Jim Berra, whose background includes chief marketing officer roles at Royal Caribbean International and Carnival Cruise Line, became CMO at Princess Cruises.

He reports directly to Princess President John Padgett and succeeds SVP Marketing Jeff Larson, who left for new opportunities, according to a spokesperson. 

Leads global marketing

Berra will lead global marketing including integrated marketing strategy formulation, creative development and brand promotion across all channels and geographies.

Berra comes to Princess from Invited (formerly ClubCorp), the largest owner of private membership clubs in the US, where he served as CMO and innovation officer. Before that he spent six years at Royal Caribbean and, earlier, nearly seven years at Carnival, driving new marketing and branding campaigns at both.

Previously he was with the publishing group Rodale and with Starwood Hotels & Resorts Worldwide and Hyatt Hotels Corp.

'Jim's demonstrated track record of success with outstanding hospitality brands makes him a perfect addition to the Princess team,' Padgett said. 'The Princess brand is truly special, and Jim will ensure "The Love Boat" extends its position as an iconic brand and a global destination leader.'

Veteran team

Berra joins a team that includes Terry Thornton, chief commercial officer, who formerly had marketing oversight; Vicki Johnson, SVP communications, and Carmen Roig, VP sales. All are Carnival veterans.

Jeff Larson had been SVP marketing and brand strategy for Princess for more than a year, after a year on contract as marketing strategy and creative content lead. Before this he ran his own marketing agency and earlier spent many years with Disney.

Larson brought a 'more progressive yet respectful positioning of our brand in tasteful, thoughtful ways,' Padgett said in Seatrade Cruise Review's December cover story on Princess Cruises