AMERICAS. Leading maritime travel retailer Starboard Cruise Services, has named Brenda Yester Baty (pictured) as Chief Commercial Officer (CCO), a newly created role.
She comes to the role after a 25-year career at four Fortune 500 companies. She spent 15 years with Carnival Cruise Line where she established and grew its Revenue Management business. As Senior Vice President Revenue Management she oversaw US$3 billion in revenue budget and led enterprise-wide analytics.
In 2014, Ms. Baty joined one of the leading homebuilders in the USA, Lennar Corporation, as Head of Strategy and Innovation. Earlier in her career, she held a variety of commercial, finance, and accounting posts at Royal Caribbean Cruises and Ryder System.
Starboard said will “guide the company’s discipline for integration of business insights, shopper and market intelligence into operational execution and programme development to further enhance Starboard’s delivery of exceptional guest experiences”.
She joins Starboard’s Operating Committee, reporting directly to Anish Melwani, Chairman & CEO of LVMH Inc. North America and Chairman of Starboard Cruise Services.
Melwani said: “Starboard is excited to welcome Brenda in this key role. Her extensive industry knowledge, relationships and track-record will be leveraged to drive profitability, support strategic business expansion, and deepen partner relationships.”
Ms Baty said: “I look forward to joining Starboard at such an exciting time and working to identify and support consistent execution of new and improved retail solutions that serve the range of Starboard cruise line partners and guests.”
Ms. Baty graduated cum laude from the University of Miami with a B.A. in Business, with a specialisation in Finance. She also holds an MBA from Nova Southeastern University.
During 2017 and 2018, she served as Board Chair for Make-A-Wish America. She lives in South Florida with her husband Greg.
As we reported recently, Starboard reorganised its senior management after the departure of President & CEO Beth Neumann and Senior Vice President Cruise Line Retail David Goubert.
Click on the link for our recent on location coverage of the stunning 8,000sq ft shopping arena onboard the new Costa Venezia, managed by Starboard.
