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Jayne Andrews, Marketing Director – Carnival Cruise Line

Currently Marketing Director at Cruise Lines Line, Jayne has had an exciting few years (since 2014) propelling this new market entrant to no.1 cruise line for fun and second for brand awareness, with activations including Hamish & Andy’s ‘People’s Cruise’ and hiring water-skiing witches to escort Carnival Spirit in to Sydney Harbour for Halloween. By creating a well-oiled retail process and clear market positioning, cabin sales and individual net ticket revenue has continued to grow year on year.

Prior to Carnival, Jayne secured her first Marketing Director role at Fairfax, for RSVP. Though a short maternity cover role, Jayne had a busy year revitalising the brand, taking the website mobile to battle new apps (like Tinder), improving the digital CPA and quality of members acquired, creating an on-site behavioural triggers programme and enjoying being the media voice for online dating in Australia.

Originally from the UK, Jayne started out agency side, at some of London’s top data, digital and direct (the 3Ds) shops before moving to Sydney in 2006.

Starting her Sydney-side life on the Vodafone account at RMG Connect, Jayne then found a home at MercerBell (an agency she credits for immense career and personal growth, with a mix of very hard work and great mentoring from Mr Bell and Mercer). Her next move was to BMF (during the ‘agency of the decade’ period) managing the FOXTEL business.

Conscious of keeping her skills relevant when everyone was talking ‘social’ (this was 2011), Jayne left BMF to join the management team at SOUP, an agency doing Influencer marketing, well before anyone else.

Back in London, in her early career, Jayne built a strong base in the 3Ds working across accounts including Tesco Clubcard (eHS brann) and O2’s loyalty programme (TMW), both state of the art programmes, at the time.

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