Karen Sequeira

Senior commercial growth leader with more than 25 years' experience driving marketing strategy, commercial growth and brand performance for global organisations. Proven track record in scaling global brands, strengthening consumer and trade partner engagement, accelerating demand generation and delivering revenue growth. Experienced across multichannel customer acquisition, CRM, brand repositioning, trade enablement and leading high performing teams.

Holds a Master's degree in Marketing Management.

Marketing Director, UKI and MEA at Norwegian Cruise Line Holdings (2017-11 – 2026-07)

Owned the regional marketing and commercial strategy to deliver integrated marketing plans across consumer and trade channels. Remit encompassed regional brand leadership, campaign management, PR, editorial engagement, sales enablement, partnerships and events with a budget of over £15 million. Led marketing teams for the UK, Ireland, and the Middle East and Africa, reporting to the US Head Office.

• Increased annual bookings by 15% in the UK and 25% in the Middle East through targeted paid media advertising, trade campaigns, and CRM.
• Led an in-region brand repositioning programme that increased demand by 10% and strengthened brand differentiation.
• Improved marketing ROI by 10% through optimising the paid media mix, increasing investment in high conversion digital and upper funnel channels.

Head of Marketing & PR at Azamara Cruises (formerly part of Royal Caribbean Group) (2014-01 – 2017-11)

Developed a comprehensive marketing and PR strategy for this luxury cruise brand. Attended, contributed and presented at board/executive strategy workshops and meetings. Led all marketing and PR activities and initiatives, including paid media, trade marketing, CRM, social media, partnerships and research.

Developed and hosted cruise shows, trade events, and ship visits to enhance brand visibility and experience. Cultivated relationships with journalists through ongoing press trips. Directed the marketing team, agencies, and suppliers, collaborating closely with colleagues in the USA.

Responsible for setting and managing the marketing budget (approximately £2 million). Key member of the Senior Leadership Team, and consumer spokesperson for the brand.

Lecturer in Marketing at University of Portsmouth (2013-09 – 2013-12)

Developed and created course materials for curriculum requirements and exams across Branding, Digital Marketing, CRM, Marketing Analysis & Strategic Decisions, and Market Research subjects – delivering lectures to Undergraduate and Postgraduate students.

Marketing Consultant at Sequeira Marketing (2013-05 – 2013-12)

Provided strategic marketing advice and solutions tailored to the travel industry. Collaborated with Simplexity Travel Management in London to develop website structure and content.

Marketing Director, Europe at Millennium & Copthorne Hotels & Resorts (2009-09 – 2012-06)

Responsible for strategy and plan encompassing a broad range of marketing activities including CRM, email, advertising and direct marketing. Managed global loyalty programme rollout in close collaboration with Singapore Corporate Office. Oversaw airline frequent flyer programmes and American Express global campaigns. Directed marketing team, and responsible for a budget of £2 million. Presented strategic plans to the Board. Appointed and managed suppliers and agencies.

Head of Marketing at Hurtigruten (Expedition voyages) (2007-09 – 2009-09)

Led marketing strategy and plan for the UK and Ireland. Developed and implemented an online booking engine. Managed website content, CRM. advertising, trade marketing, PR, brochure and collaterals, tracking, reporting and research.

Organised exhibitions, events and ship visits. Worked closely with Head Office in Norway, and key markets in the US, Germany, and France. Led projects across CRM, Customer Insights, market intelligence, and affinity marketing. collaborating with Accenture as a member of the Global Marketing Insights team.

Developed a global loyalty programme collaborating with international offices. Responsible for the Marketing department, and a budget of £2 million.

Commercial Manager at Regent Seven Seas Cruises (formerly part of Carlson Corp) (2006-11 – 2007-09)

Coordinated luxury strategic partnerships, enhancing third-party marketing to drive new business. Formulated ultra luxury strategies and established connections with special interest organisations, luxury brands, key societies, associations, and alumni. Executed promotions and offers, managed e-newsletters, advertisements, and direct mail campaigns. Organised and hosted third party familiarisation trips.

CRM Manager at P&O Cruises (Carnival UK) (2006-08 – 2006-11)

Managed CRM strategy and activities to attract new consumers and enhance existing customer relationships. Managed database to ensure accurate customer information and support targeted communications. Organised ship visits and national consumer events. Led the review of the company loyalty programme, and conducted research on potential credit card offerings. Oversaw five Marketing Executives and seven onboard Loyalty Managers (one stripe Officers). Marketing budget £3 million.

Head of Marketing, Global at Swan Hellenic (expedition voyages, formerly part of Carnival UK) (2001-05 – 2006-07)

Overall responsibility for Marketing and PR strategy and plans globally. Developed CRM and database capabilities to enhance retention and loyalty. Managed website content updates, e-marketing, trade marketing and press advertising for increased brand visibility.

Produced brochures and managed third party partnerships. Produced cruise documentation and shipboard collateral. Managed ship visits and events for consumers, trade partners and journalists globally. Managed international sales and marketing including review and appointment of General Sales Agencies (GSAs) across USA, Canada, Australia, New Zealand, South Africa, Scandinavia, and Europe including regular in market meetings.

Account Manager at Wunderman advertising agency (WPP group) (2001-01 – 2001-05)

Managed advertising, communications and projects for Ford Motors UK Commercial Vehicles account. Developed and executed a successful ‘job done' campaign in collaboration with Ogilvy agency.

Marketing Manager at Hilton Hotels & Resorts (Head Office) (1997-07 – 2000-12)

Managed marketing plans and activities for Leisure, Business Travel, MICE and Special Interest products across over 80 UK & Ireland hotels. Served as primary marketing liaison to the Vice President of Operations and General Managers, presenting at monthly regional meetings.

Master of Arts in Marketing Management – Southampton Solent University (2009)

Higher National Diploma in CIM Professional Post Graduate Diploma in Marketing (DipCIM) – Procom College (2006)

Higher National Diploma in Higher Diploma in Advertising and Marketing Communications (DipCAM) – Procom College (1999)