Royal Caribbean has appointed a new head of PR and social to lead the brand’s communications strategy.

Shilpa Saul, who previously worked for the brand on an interim basis, will become part of the cruise line’s UK and Ireland senior leadership team on January 2nd, reporting to managing director for UK and Ireland, Ben Bouldin.

She joins from Talk.Global, a London-based PR agency, where she is currently a board director working with some of the world’s most famous lifestyle brands. 

Saul’s new role will see her directing an in-house team of three in addition to external agencies in the UK and Ireland.

Bouldin said: “Shilpa has unparalleled experience in developing leading campaigns, gained from two decades spent working in world-class agencies. 

“I am delighted that she will be re-joining the Royal Caribbean team in the new year with her fresh, innovative approach to our brand.

“Earlier this year, Shilpa oversaw an ambitious plan to target the holy-grail new-to-cruise audience by bringing to life the Royal Caribbean cruise experience on dry-land, with an immersive, experiential event in central London and then went on to launch Symphony of the Seas to trade, travel and consumer media and influencers. 

“I am excited to see what she has planned for 2019 and beyond, and on a personal level I am very much looking forward to working with her again.”

Saul’s appointment follows Jo Vaughton’s departure from the brand to join sister company Celebrity Cruises as brand marketing and PR director.

Saul said: “I cannot wait to get stuck in to my new role –  I absolutely love the culture and ethos of Royal Caribbean, and in particular the ‘why not?’ attitude that shapes its game-changing approach to the cruise category. 

“It’s an incredibly exciting company to be part of and I’m looking forward to working closely with the rest of the senior leadership team to deliver even more impressive results for the business.”