Luxury cruise line, Celebrity Cruises, has appointed Toby Shaw in the newly created role of director of marketing and PR for the UK and Ireland.

Shaw will lead an 11-strong marketing and PR team dedicated to the brand.

The addition of the new role, and an expanded marketing and PR team purely working on Celebrity Cruises, follows a decision earlier this year by parent company RCL Cruises to evolve its UK and Ireland business structure in response to business growth.

Shaw brings with him 12 years of marketing experience having held senior roles at Sony Europe and Heineken.

This includes pan-European roles such as partnership work with the James Bond franchise and FIFA.

He joins the new Celebrity Cruises senior leadership team headed up by travel industry stalwart, Jo Rzymowska.

Shaw will be supported by head of PR, Louise James; brand manager, Naomi Fisher; e-commerce marketing manager Alice Johnson and a 121 marketing manager.

Rzymowska, Celebrity Cruises managing director, UK and Ireland, explained: “As Celebrity Cruises continues to evolve as a brand we are developing the business to meet our growing targets.

“The new marketing and PR team, headed by Toby Shaw, comes as part of a new structure that sees extensive investment and will lead to some very exciting campaigns for us.

“His experience of consumer brands is sure to be a great asset for us as we continue to strive to grow the market share of cruise in the broader holiday sector.

“I’m excited to be working alongside someone with his knowledge, creativity and strategic thinking.”

From January 1st 2014 there will be three dedicated businesses each working solely on the Celebrity Cruises, Royal Caribbean International or Azamara Club Cruises brands.

Previously, team members have been tri-branded.