Victory Cruise Lines has announced the appointment of CJ Rogers as business development manager for the West Coast.

Rogers will be based in Phoenix, report to Bob Salmon, vice president of sales, and focus on expanding Victory Cruise Lines’ presence and preferred partnerships throughout the western United States.

“Rogers brings an exceptional blend of cruise knowledge, trade credibility and relationship-driven sales expertise to Victory Cruise Lines,” said Salmon.

“Her deep understanding of the West Coast travel advisor community, combined with her hands-on cruise experience and strategic mindset, makes her an ideal fit. Rogers’ ability to connect with advisors and deliver meaningful, long-term partnerships will play an important role in advancing Victory’s growth and strengthening our presence in key markets,” added Salmon.

The company said in a statement that, in her new role, Rogers will lead strategic business development initiatives across the West Coast, strengthening relationships with travel advisors, consortia and key industry partners.

Her responsibilities include:

• Growing regional sales performance
• Identifying new distribution opportunities
• Supporting Victory’s trade-focused strategy, and
• Serving as a trusted resource to advisors seeking differentiated, small-ship cruising experiences for clients.

Victory added that Rogers’ appointment supports its continued investment in trade engagement and long-term, sustainable growth.

Rogers brings more than a decade of experience across cruise, tour operations, and travel sales, with a track record of driving revenue growth and cultivating high-performing partnerships.

More recently, she served as business development manager at Pleasant Holidays, where she spent six years expanding key accounts, increasing market share and developing customized strategies aligned with advisor and market needs.

Her background also includes frontline cruise and onboard leadership roles with Holland America Line, as well as senior travel advisory and management positions with Auto Club of Southern California.