CMO appointed for Crystal Cruises, A&K

A&K Travel Group recruits London-based Peter Chipchase

Peter Chipchase

A&K Travel Group Ltd., the global lifestyle and travel company that owns Abercrombie & Kent and Crystal Cruises, has named Peter Chipchase as its first Chief Marketing Officer.

Chipchase has over 20 years’ experience in marketing, brand creative, digital and communications, most recently as Chief Marketing Officer of Stella McCartney and nearly eight years at the Soho House Group.

At Stella McCartney, Chipchase spearheaded a new brand platform, a refined creative and content approach combining the digital and the physical. He relaunched the brand’s digital channels and zeroed in on sustainable innovation as a key communications pillar. He also launched the brand’s new skincare line, Stella.

At Soho House, he was Chief Strategy and Communications Officer, growing the brand into a luxury lifestyle powerhouse. He transformed the brand positioning from a hospitality brand to an international membership community of creatives, with a focus on digital and physical spaces. He launched Soho House’s social media channels, relaunched the website, Soho House App and opened new properties from Soho Farmhouse to Malibu Beach House, plus Soho Works, the Ned and Soho Home.

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Starting his career, he held several roles at a senior-level agency side, working with a wide portfolio of brands such as Absolut Vodka, Adidas, PlayStation, Microsoft, and Mont Blanc. An award-winning marketer, many campaigns created have been nominated and won Marketing, PR Week, PRCA, CIPR and Sabre awards. For two years running, Peter was named the number one luxury communication professional by PR Week’s annual Global Power Book.

Chipchase has been brought into A&K Group to create a one-brand approach, build a best-in-class marketing, communications, and creative team, and refine and relaunch all parts of its marketing, communications and creative approach.

“Peter’s track record with leading high-end brands, international experience and excitement about our future makes him a perfect fit for us,” said Cristina Levis, Chief Executive Officer, A&K Travel Group. “He is a proven leader with the vision to expand on the success built over the past 60 years and take us into our next phase of growth and innovation.”

Chipchase said: “Becoming CMO at A&K Travel Group is exactly the sort of challenge I love to be part of, creating a vision of the future influenced by a brand’s heritage. The ambition is huge and being a key part of helping to bring that to life was too good an opportunity to miss.”

He will be based in A&K’s Head Office in London.

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