Signature Travel Network Names Michelle Lardizabal Chief Sales and Marketing Officer
The role expands oversight across global partnerships, marketing, and data as Signature builds out its leadership structure.
Photo: Eva Darron / Unsplash
Signature Travel Network has appointed Michelle Lardizabal as chief sales and marketing officer, with the move set to take effect May 11, following her departure from Azamara on May 1. The role consolidates oversight of Signature’s global partner portfolio—spanning cruise, hotel and resort, land, specialty suppliers, and tourism boards—under a single executive.
Lardizabal joins from Azamara, where she served as chief sales officer for North America, and brings more than two decades of experience across cruise and tour operators, including senior roles at MSC Cruises, Club Med, City Wonders, and Royal Caribbean. Her background is in supplier-side distribution, where much of Signature’s leverage as a member-owned network lies.
Signature has recently filled a series of vice president roles across cruise, destination, air, hotel, and land partnerships. Lardizabal will sit over that structure, with a mandate to connect partnership strategy more directly to sales and marketing output. She will also oversee marketing and analytics, including the network’s multi-channel campaigns and its evolving data strategy. That includes work across digital, social, and print, as well as newer AI applications that are increasingly shaping how consortia support advisors with client-targeting and trip-planning tools.
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“We are beyond thrilled to welcome Michelle to Signature,” said president Karryn Christopher. “She brings a rare combination of strategic vision, creativity, and operational discipline.”
She is expected to begin engaging with members immediately after her start date, starting with Signature’s regional management meetings in mid-May, with sessions scheduled in Fort Lauderdale, Los Angeles, and Chicago.
