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From service department to ‘beating heart’: Why one brand is doubling its marketing team

With the economic situation continuing to be bleak it can sometimes feel like a constant barrage of bad news for marketing departments.

But it’s widely understood that those who invest in challenging times are better prepared to come out the other side in a stronger position. And so, for a change, some good news. Celestyal, the travel operator best known for its cruise ships, is doubling its marketing team from six to 12 as it invests €2.5m (£2.13m) into bolstering its brand evolution.

It’s no surprise, then, that its vice-president of brand, marketing, communications and customer journey, Anna Gregori, is “revelling” in the opportunity (and as an alumna of Mark Ritson has plenty of lessons to put into action). “I’m really conscious that we need to do right by that investment, but the great part is we’re running at pace,” she tells Marketing Week, noting that the investment in personnel is across the entire marketing unit from B2B to B2C, social, PR, brand and customer journey.

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