Starboard Group has announced the appointment of Anthony Richards as Vice President of Retail Experience & Sales Optimization, effective July 7. In this newly created role, Richards will lead the creation and execution of “innovative, multisensory retail experiences at sea, creating unforgettable destination-oriented experiences that delight shoppers and drive conversion and loyalty,” says the company.
Reporting directly to Starboard President and CEO Lisa Bauer, Richards will lead the Sales Operations team and work closely with the company’s General Managers and SVP of Luxury and Resorts to accelerate Starboard’s retail transformation strategy.
“Anthony’s experience in cruise retail and operations makes him an excellent addition to our sales leadership team as we continue to create one-of-a-kind, immersive shopping experiences at sea,” said Lisa Bauer, President and CEO, Starboard Group. “From scalable, sustained concepts to limited-time pop-ups to personalized experiences, we’re confident Anthony will help us create unforgettable moments that shoppers will want to share—both in person and online.”
In his new role, Richards will help drive Starboard’s retail transformation strategy by creating and executing immersive retail and entertainment experiences that captivate shoppers and drive revenue growth across all touchpoints. He will collaborate closely with Starboard’s merchant leaders, cruise line account teams, marketing team and external partners, including product brands and resort operators, to execute strategies that elevate retail performance and drive customer loyalty.
“Starboard’s authority in vacation retail is unmatched and I’m honored to join the company’s talented team in this newly created role,” said Anthony Richards, Vice President of Retail Experience & Sales Optimization. “I look forward to guiding the creation of innovative and memorable retail experiences that delight shoppers and drive Starboard’s growth.”
Richards most recently served as Vice President of Cruise Operations at Effy Jewelry, where he oversaw talent acquisition and cruise operations across the brand’s onboard retail presence. Prior to that, he led retail and port revenue initiatives at HFG Media and Royal Media Partners. Richards began his career as a Cruise Director with Royal Caribbean.
