Azamara Appoints Lisa Kauffman as Chief Marketing Officer

Azamara Cruises has appointed Lisa Kauffman as chief marketing officer, adding a seasoned travel and retail executive to its leadership team at a pivotal moment for the small-ship line. Reporting to CEO Dondra Ritzenthaler, Kauffman will oversee marketing and communications across e-commerce, product, trade, brand, social engagement, media, public relations, guest loyalty, and internal communications.

Kauffman’s career spans more than two decades in consumer-focused, experience-driven sectors. Most recently, she served as chief marketing and experience officer at Starboard Group, the vacation retail company known for “retailtainment” on board cruise ships, where she led global B2B and B2C marketing strategies, digital innovation, and integrated communications. Her previous executive roles include posts at Perry Ellis International, Celebrity Cruises, Macy’s Florida, and The Walt Disney Company.

The hire underscores Azamara’s commitment to strengthening its position as the leader in destination immersion, an area where the line already stands out with its smaller fleet, longer port calls, and overnights in marquee cities. Ritzenthaler cited Kauffman’s “passion for storytelling, guest-centric thinking and brand building” as key assets in furthering that strategy. The move comes as competition for culturally curious, high-spend cruisers intensifies, from ocean lines expanding expedition programs to river cruise brands enhancing destination narratives.