Silversea Cruises ups Global Marketing VP
International luxury cruise line Silversea Cruises announced the promotion of Linda Schultes to the role of associate vice president of worldwide marketing, according to Travel Agent Central
Additionally, the Fort Lauderdale, Fla.-based company also upped Steve Tucker to the role of VP of field sales for North America.
Schultes previously served as associate VP of marketing, a position she had held since September 2008, prior to adding the global marketing element to her role. Tucker formerly served as VP of national accounts and eastern region sales for Silversea, which he had held since August 2002.
Before joining Silversea, Tucker worked at major cruise lines like Norwegian, Orient Lines and Premiere Cruises in various sales positions of increasing responsibility. Schultes also previously worked for Orient Lines and Norwegian Cruise Lines, but also held a series of marketing jobs with additional cruise travel companies like Seabourn Cruise Lines and Cunard Line.
Silversea Cruises Ltd. is one of the largest global luxury cruise lines, offering guests large-ship amenities on four intimate vessels including: Silver Cloud, Silver Wind, Silver Shadow and Silver Whisper.
Schultes’ new responsibilities will include oversight for Silversea Cruises
’ daily global marketing activities.
She will also work closely with the company’s U.S. and international offices in the development, implementation and management of advertising, collateral, direct marketing and e-marketing programs.
Tucker’s new role will entail his oversight of Silversea’s North American field sales network, and will allow him to continue to direct national accounts from a strategic standpoint.
Silversea also promoted Tracy McSorley to the role of national accounts and regional sales director for the New York/New Jersey metro area. She will have responsibility for maintaining key retailer relationships and expanding the national accounts program.
Tucker and Schultes will continue reporting to Executive Vice President and Chief Operating Officer Ken Watson, and McSorley will continue to report to Tucker.
A Silversea representative speaking on background told DailyVista that the company just added a new COO last month.
He also indicated that it would be a bit premature to discuss Schultes’ new marketing role, citing that there are many more marketing and sales changes in the works and that she is not entirely receptive to responding to any strategy-related questions at this time.
“Since there are other marketing changes coming about, she’s not comfortable answering those questions at this time. It’s a great opportunity, but since there are some other changes in those areas, maybe (she’ll discuss her new role) down the road when she feels more comfortable,” he said.
He added that a lot of things are in flux as far as Silversea’s advertising agency and its advertising campaign are concerned, and as such, Schultes was unwilling to discuss her new promotion because of the transitive status of her department.
“We’re going to be rolling out a new ad campaign and a new Web site in the next two months or so – at that time she’d be more comfortable answering (marketing-related) questions or questions of that type,” he said.
According to The List database, Kansas City, Mo.-based MMG Worldwide has handled Silversea’s e-marketing initiatives since 2005, and Miami-based All In One Mailshop is currently handling its direct mail marketing efforts.
The Nielsen Company reported that Silversea Cruises spent about $2.9 million on national advertising in 2008. About $2.6 million was spent on national magazine ads, $130,000 was spent on local newspaper ads and $60,000 was spent on Internet ads.
Because our source was very hush-hush about Schultes’ new position, Silversea Cruises could be in a quiet period and may not be willing to discuss any specifics regarding its marketing strategy. At this time, interested agencies may want to put the company on a short-term prospect list, giving the company enough time to finalize the department’s transition and determine where its agency needs may lie.
Silversea Cruises, Ltd.
110 East Broward Boulevard
Fort Lauderdale, FL 33301
Associate Vice President, Worldwide Marketing
Vice President, Field Sales – North America
Executive Vice President & Chief Operating Officer