Starboard appoints Anthony Richards as Vice President of Retail Experience & Sales Optimization
Anthony Richards joins Starboard Group as Vice President of Retail Experience & Sales Optimization
Starboard Group has appointed 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 destination-oriented experiences to delight shoppers and drive conversion and loyalty.
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,” Bauer said. “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.
Richards commented, “Starboard’s authority in vacation retail is unmatched and I’m honored to join the company’s talented team in this newly created role. I look forward to guiding the creation of innovative and memorable retail experiences that delight shoppers and drive Starboard’s growth.”
Richards is a seasoned executive with decades of international leadership experience in the luxury hospitality and tourism industry. He 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.
