Another Carnival Shakeup: New Marketing Officer Tries to Right the Ship

Skift Take

It’s not surprising that Carnival’s new CEO would want his own, new chief marketing officer to deal with what looks to be a protracted brand crisis, given consumer perceptions and pressure from Congress. All hands on deck.

— Dennis Schaal

Just weeks after hiring a new CEO and bringing back a retired Bob Dickinson as a consultant, Carnival Corp. shook things up further today by announcing the hiring of a new chief marketing officer.

Kenneth Jones, previously a managing partner for Knight Consulting in Orlando, and before that agency director for Walt Disney Theme Parks and Resorts, comes on board September 4, and replaces Bill Harber, who took a position as vice president of market development for Carnival Asia.

Following the Costa Concordia and Carnival Triumph debacles, Carnival is facing a brand crisis that its crisis communications advisors tell the cruise line may require three years for recovery.

Jones will report to Richard Ames, senior vice president of corporate business services.

Asked whether Jones will be working closely with former CEO Bob Dickinson, Micky Arison’s predecessor as CEO, spokesperson Roger Frizzell says: “I’m sure he will want to coordinate with Bob (like the rest of us) to leverage Bob’s longstanding experience and contacts in our industry.”

Carnival board member Arnold Donald became Carnival Corp. CEO in June, replacing Arison, who stayed on as chairman.

Part of Jones’ new role will be to work on brand fixes, says Ames, his new boss.

“These combined experiences (at Knight Consulting and Disney) will enable Ken to effectively work with the brands in support of existing brand initiatives in marketing and to identify and implement new opportunities in the future,” Ames says.

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