Virtuoso has appointed Thatcher Brown as Special Advisor to the Chief Operating Officer, Cruise, the group said in a press release.

In this newly created role, Brown will focus on strategy, structure and future product positioning, with an emphasis on strengthening global partnerships.

Having previously served as Senior Vice President, Global Products for Virtuoso, Brown’s most recent role was as Crescent Seas CEO.

“We are pleased to welcome Thatcher back to Virtuoso in this strategic advisory role, which underscores our commitment to leading in one of the industry’s fastest-growing and most strategically important segments,” said Virtuoso Chief Operating Officer Brad Bourland.

“By pairing Thatcher’s deep industry expertise with strong execution leadership and senior oversight, we are shaping a truly global cruise partnership model – one that leverages Virtuoso’s worldwide footprint to connect our partners with the right member agencies and advisors, reach more high-value travelers, and drive long-term growth.”

According to the press release, Brown will work closely with Senior Vice President, Global Partnerships Cory Hagopian and the Global Partnerships team to ensure alignment between cruise strategy, sales execution and future investment priorities.

The company said it expects this collaboration to ensure continuity across current priorities while strengthening long-term stability and clarity for the cruise organization.

Lori Sheller, Vice President, Global Cruise, will continue to lead day-to-day execution of the cruise business.