Jade Shaw

I am a senior cruise and travel industry leader with 20+ years’ experience driving commercial growth, shaping product and marketing strategy, and building strategic partnerships across retail, wholesale, and online travel channels.

My career progression from frontline sales through to senior leadership has provided a comprehensive understanding of the cruise ecosystem and how strategic direction translates into measurable business outcomes. I specialise in aligning commercial, product, and marketing strategies to deliver sustainable growth, strengthen supplier relationships, and create differentiated customer value.

Commercially astute and analytically driven, I have extensive experience across cruise portfolio and product strategy, commercial negotiation, pricing strategy, yield optimisation, allocation management, competitor benchmarking, and value creation through innovative product packaging and exclusive partnerships. I use data-led insights and performance analytics to guide decision making, optimise revenue opportunities, and adapt portfolio strategy to evolving market conditions.

Marketing and campaign management has also been a significant part of my leadership experience and is an area I particularly enjoy. I have led end-to-end campaign strategy and execution, managing campaign budgets, marketing calendars, cruise line investment, and go-to-market activity across multiple channels. My responsibilities have included product negotiation and package development, pricing and terms management, briefing creative teams, overseeing campaign collateral and asset approvals, and ensuring accurate product implementation across websites and booking platforms. I have also managed communication of campaign activity across wholesale teams and wider retail networks to drive strong trade engagement, campaign alignment, and commercial performance.

With a strong focus on ROI and measurable outcomes, I combine commercial strategy with customer and sales insights to develop campaigns and partnerships that maximise profitability, increase market competitiveness, and deliver meaningful customer value.

I operate confidently at both strategic and operational levels, balancing long-term vision with disciplined execution. Experienced in influencing senior stakeholders and leading cross-functional collaboration, I work to align teams around shared commercial objectives while maintaining a collaborative, adaptable, and growth-oriented leadership style.

My expertise spans cruise strategy and portfolio leadership, commercial negotiation, supplier partnerships, campaign strategy and execution, marketing investment management, revenue and margin optimisation, go-to-market alignment, trade engagement, product packaging, performance analytics, and cross-functional leadership.

I am passionate about contributing at a strategic level to the continued growth and evolution of the cruise sector while delivering strong commercial outcomes, trusted industry partnerships, and customer-focused solutions.

 My career objectives are to obtain a role within the cruise industry where I can develop my skill set in an environment of growth that provides me with job satisfaction, self-development, and helps me achieve personal as well as organisational goals.  

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