RCL Cruises has promoted its current head of PR and social for Royal Caribbean International, Jo Vaughton, to the newly created role of director of brand marketing and PR at sister brand, Celebrity Cruises.

Starting on 15 October, her appointment will cover all aspects of brand marketing, including events, social, trade and consumer PR, insights and content creation, and is said to demonstrate Celebrity Cruises’ “commitment [to]  and clear focus on brand building and storytelling”.

Vaughton’s move comes at what the brand describes as “an exciting time” since it is eagerly anticipating the imminent launch of its most luxurious ship yet, Celebrity Edge, set to join the fleet in December this year.

In the three years that Vaughton has been head of PR and social for Royal Caribbean International she has overseen the launch communications for four ships, including the world’s largest cruise ship, Symphony of the Seas. She also oversees UK and EMEA corporate announcements across the RCL Cruises group.

Vice-president and managing director for the UK, Ireland and Asia at Celebrity Cruises, Jo Rzymowska said: “We’re delighted that Jo is joining the Celebrity Cruises family. She brings with her buckets of experience and a real creative flair that will make all the difference as we approach big brand moments like the launch of Celebrity Edge. We can’t wait to see what she has in store for us.”

Prior to working for Royal Caribbean International, Vaughton was global brand communications eirector for InterContinental Hotels Group. Before that, she spent 16 years agency-side developing brand campaigns for household names such as American Express, Microsoft, Disney, Coca-Cola, McDonald’s, Lego and Innocent.

A new head of PR at Royal Caribbean will be announced in due course.