Carnival Cruise Line Australia marketing chief sets sail for new professional adventure

CMO50 2018 honorary, Jayne Andrews, to depart the cruise operator in late August

Jayne Andrews
Jayne Andrews

Carnival Cruise Line Australia’s director of marketing and CMO50 2018 honorary, Jayne Andrews, has confirmed she will leave the company at the end of August to pursue her next professional endeavour.

Andrews joined the cruise operator five-and-a-half years ago and has since overseen a range of innovative marketing initiatives. She told CMO the role has been like joining a startup “with big brand backing”, giving her the opportunity to get involved in marketing through to PR, digital, CRM and product developments to localise offerings for the Australian market. Today, the commercial team has 22 employees.

“Overall, it's been an absolute honour to be a part of building the brand in the Australian market,  she said. “As with any senior role, it can be hard to come up for air and take a breath and work out your next move. After five-and-a-half years, I knew I needed a new adventure, new brand or brands to build. I haven't secured my next role yet, but I wanted to be transparent with my team here, give them an extended time to find a new Jayne.”

Andrews said she’ll be looking for another CMO role in a creative, entrepreneurial environment.

“There is never a good time to leave an awesome role, but I knew if I didn't bite the bullet, I would never do it. But I am ambitious and keen to build on my career,” she continued. “It is going to be hard to match what Carnival has given me over the last few years.”

One of the more outlandish highlights Andrews pointed to was setting up troupe of water-skiing Withes across Sydney Harbour behind a ship. Another achievement was launching the ‘Honeyboomers’ program incorporating retail offers and campaign activity. This stemmed from commissioned research showing one in five Australian couples hadn’t been on a holiday without their kids for at least five years.

A third success was helping to create the itinerary for a new Melbourne Cup cruise, which is now in its fourth year. 

Andrews saw big things ahead for Carnival and noted the arrival of a new ship, Carnival Splendor, at the end of 2019. 

Prior to joining Carnival, Andrews largely built her career working for agencies and was a client account director at BMF and Soup before consulting on Telstra’s loyalty program. She then became marketing director at Fairfax’s RSVP dating site.  

 Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in