Michelle Blake
Senior Manager, on Board Sales and Trade Loyalty @Cunard
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WORK HISTORY
Senior Manager, on Board Sales and Trade Loyalty @Cunard
Lead the development and execution of Cunard’s global onboard sales strategy, aligning commercial plans with revenue objectives across all source markets.Drive performance through targeted marketing, campaign execution, and deployment-specific planning.Oversee Shine Rewards Club, enhancing agent engagement and brand advocacy.Manage multi-million-pound budgets and strategic partnerships, delivering sustainable growth.Collaborate with international sales teams to support global sourcing and maximise onboard revenue.Provide leadership across ship and shore, supporting a fleet-wide team of Loyalty and Voyage Sales Managers.Played a key role in the commercial setup and delivery of Queen Anne voyage sales, supporting the launch of Cunard’s fourth ship.Delivered onboard sales of approximately £78 million in 2024, demonstrating significant growth and strategic impact.
ABOUT MICHELLE BLAKE
I’m a senior commercial leader with over 23 years of experience in the travel and cruise industry, currently responsible for Cunard’s global onboard sales commercial delivery and its well-recognised and loved trade loyalty programme, Shine Rewards Club.Throughout my career, I’ve delivered results by combining people leadership, strategic partnerships, and a strong sense of purpose. I specialise in driving onboard sales performance, managing multi-million-pound budgets, and leading relationship and account management across diverse global markets to unlock commercial value.I bring energy, empathy, and a forward-thinking mindset to every challenge. Whether shaping strategy, optimising operations, or working across ship and shore, I focus on delivering innovation, service excellence, and sustainable growth.I’m passionate about the future of travel and open to connecting with organisations and individuals who share a commitment to strategy, sales growth, and performance delivery.
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