Virgin veteran Stacy Shaw to head new Starboard luxury division

Shaw’s career spans the luxury, premium and contemporary segments of hotels and cruise lines, with experience at startups, small boutique companies and global vacation and lifestyle brands.

Highly curated retail experiences

As vice president, luxury division and retail experience development, she'll directly oversee Starboard’s portfolio of luxury cruise line brands, lead new business development efforts within the cruise sector and identify partners in land-based luxury travel that are seeking highly curated retail experiences. 

The new division will also support all of Starboard’s dedicated cruise line account brand teams by conceiving and developing distinctive upscale retail experiences based on specific customer profiles to ensure differentiated offerings relevant for each brand’s guests.

‘As part of LVMH, Starboard is uniquely positioned to provide the exclusive collaborations and experiences that luxury partners expect. The new division is a natural expansion that builds on the core competencies we are already renowned for in the luxury sector,’ Starboard President and CEO Lisa Bauer said.

‘We look forward to joining the expertise of our many luxury retail partners and our own internal merchandising team with Stacy’s experience within the cruise industry’s most innovative and disruptive brands. She has a proven track record of delivering customer and partner satisfaction, as well as financial results.’

Virgin, Royal Caribbean, Renaissance

Shaw joins after a stint at Virgin Voyages where she led the sales organization and business development efforts. Prior to that, she spent 11 years at Royal Caribbean Cruises Ltd. in a variety of roles in sales, marketing, product development, strategic partnerships and hotel operations. Shaw got her start at Renaissance Cruises where she oversaw sales and operations for all on-board revenue centers, including a retail partnership with Starboard.