The newly created role encompasses all aspects of brand marketing – including trade and consumer PR, events, social, insights and content creation.
One of Vaughton’s first priorities will be to drive launch communications of the Celebrity Cruises’ most luxurious ship, the Celebrity Edge in December.
In the three years Vaughton has been at Royal Caribbean International, she has helped launch four ships, including the world’s largest cruise liner Symphony of the Seas.
"Jo’s dedication to authentic storytelling has seen extraordinary things happen onboard our ships," Royal Caribbean International associate vice president and managing director UK and Ireland Ben Bouldin said.
"Under her watchful eye we’ve allowed freerunners to scale Harmony of the Seas and reveal its key features; we’ve had GoPros put on the heads of 100 (parentless) kids and let them loose to test out the newly relaunched Independence of the Seas; and appointed an instagrammer-in-chief to demonstrate how Symphony of the Seas is the most Instagrammable ship ever made – all generating blanket national and trade media coverage. We wish her all the best in her new role over at our sister brand Celebrity Cruises."
Vaughton joined RCL Cruises from InterContinental Hotels Group, where she was global brand communications director.
Previously, she worked agency-side in senior roles at MHP Communications, Frank and Red Agency, developing brand campaigns for the likes of American Express, Microsoft, Disney, Coca-Cola, McDonald’s, Lego and Innocent.