Holland America Line has appointed Jarvis Bowers to the position of vice president, digital marketing, according to a released statement.

In this newly created role, he is responsible for working with the digital and marketing teams to lead the development of next-generation digital communications and analytics.

Jarvis, who is based in Seattle at the Holland America Line headquarters, will report to Joe Slattery, senior vice president, global marketing and sales.

“Jarvis has an extensive background in digital marketing and his knowledge and expertise will be a tremendous asset to the department,” said Slattery. “As digital marketing continues to grow we recognized the need to create a position that brings a strong leader from this field into the team, and we’re thrilled to welcome Jarvis to Holland America Line.”

Most recently Bowers was at Expedia where he led the global loyalty marketing team. Prior to that he was vice president, digital, for SunPower Corporation – a leading solar energy enterprise. He also served as senior director in Microsoft’s Interactive Entertainment Business, where he led customer and product strategy for the Xbox Store. Bowers has held marketing leadership roles at ESPN Digital Media, American Express, AT&T Wireless and Sony Electronics.

Bowers holds an MBA from the Wharton School and a Bachelor of Arts degree from Amherst College.