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Carnival Exec Jumps Ship for AzamaraSeptember 2, 2009 By: David Eisen
Edie Bornstein, former vice president of business development and strategic partnerships for Carnival Cruise Lines, has been tapped by Azamara Cruises as its new vice president of sales and marketing. The move shows Azamara’s commitment to breaking away from sister brand, Celebrity Cruises, whose president and CEO, Dan Hanrahan, served simultaneously in the same role for Azamara until July when former SeaDream CEO, Larry Pimentel, took over. Up until now, Azamara and Celebrity shared sales and marketing services.
Azamara says the plan is to create a small, brand-dedicated field sales staff under Bornstein’s direction, and will capitalize on the extensive global network of parent company Royal Caribbean Cruises Ltd.
Before joining Azamara and Carnival, Bornstein was a senior officer at Cunard and Seabourn Cruises, where she developed profitable strategic plans and led partnerships with brands including Canyon Ranch Spa, Hermes, Chopard, Dunhill, Waterford, Wedgwood, Veuve Clicquot and Todd English.