The posting
Role Overview
Our client is a growing European cruise operator known for its no-fly cruises departing from UK and European homeports. Building on this foundation, they are launching a new German-speaking brand — and are seeking a Commercial Director to establish and lead it.
This is a rare opportunity to build a cruise business from the ground up. The successful candidate will be responsible for developing the German market, establishing the local organisation, building strong distribution partnerships and leading the successful launch and long-term growth of the business.
Key Responsibilities
Reporting to the UK Executive Team, the Commercial Director will act as the senior representative and public face of our client in Germany. Working closely with specialist teams across Finance, Marketing, Revenue Management, Operations, Customer Service and Legal, the role is primarily focused on commercial leadership, business development and market growth rather than technical functional expertise.
The successful candidate will be an entrepreneurial leader who enjoys building businesses, developing relationships and creating high-performing teams. They will combine strategic thinking with a practical, hands-on approach and be comfortable operating within a fast-moving international organisation.
Strategic Leadership
- Develop and execute the German market-entry strategy in alignment with the Group’s objectives.
- Prepare and maintain the German business plan, including commercial, operational and financial priorities.
- Lead the establishment and development of the german branch from start-up through launch and into commercial maturity.
- Identify growth opportunities, strategic partnerships and relevant customer segments.
- Provide market intelligence and strategic insight to the UK Executive Team.
- Represent or client at industry events, trade shows, conferences and media engagements.
- Establish the company as a credible and respected participant in the German cruise market.
- Act as the principal link between the German business and the UK Executive Team.
Launch Programme Leadership
- Lead the German market launch programme and coordinate the local delivery of all relevant workstreams.
- Develop and maintain an integrated launch plan with clear milestones, dependencies and accountabilities.
- Coordinate activity across commercial, marketing, finance, legal, technology, customer service and operational teams.
- Ensure that the business is ready to accept bookings, support customers and operate successfully within the agreed timetable.
- Identify launch risks and ensure appropriate mitigation and escalation.
- Support the planning and delivery of the formal market launch, including ITB Berlin and other key trade events.
- Ensure that the German organisation, customer proposition and distribution network are in place prior to ITB Berlin in March 2027.
Commercial and Sales Leadership
- Lead the development and performance of all German sales channels, including the travel trade, direct sales and online distribution (in conjunction with the UK digital team).
- Deliver annual revenue, passenger volume, occupancy and yield targets.
- Build long-term relationships with German travel agency groups, co-operatives, cruise specialists, tour operators and online partners.
- Develop the trade sales strategy, commission framework and partner-support model.
- Lead negotiations with key commercial and distribution partners.
- Work closely with UK Digital team to develop the direct sales proposition, including the website, contact centre, CRM and digital acquisition channels.
- Provide market input into itinerary planning, product design, launch timing and pricing strategy.
- Work closely with UK revenue management teams to optimise pricing, inventory and promotional activity.
- Monitor market performance, competitor activity, customer trends and distribution developments.
- Identify and manage relevant charter, group and partnership opportunities.
- Ensure that commercial activity supports both short-term launch objectives and long-term brand value.
Business Operations
- Establish and oversee the day-to-day operation of the German office.
- Ensure effective processes, governance and communication between the German business and UK Head Office.
- Coordinate local business readiness across all customer-facing and support functions.
- Maintain high standards of pre-cruise and post-cruise customer service.
- Ensure the German customer journey is appropriately localised, including language, documentation, payment processes and communications.
- Manage local suppliers, professional advisers and service providers appointed by the group.
- Work with the Group’s operational teams to support homeport readiness, embarkation arrangements and local port relationships.
- Provide appropriate sailing-day and in-season support to the ship and onboard management team.
- Ensure that local operational issues are resolved quickly and effectively.
Financial Leadership
- Deliver the agreed commercial and financial objectives for the German business.
- Develop annual budgets and forecasts in partnership with the UK Finance team.
- Monitor business performance against agreed revenue, profitability and budget targets.
- Support the implementation of local banking and payment arrangements where required.
- Provide regular commercial and operational reporting to the UK Executive Team.
- Ensure the German business operates within agreed financial governance and delegated authority.
Regulatory and Compliance
- Ensure the German business operates in accordance with applicable travel, consumer and employment legislation.
- Work closely with specialist legal, tax and compliance advisers appointed by the Group.
- Support the implementation of DRSF and other regulatory requirements within the German operation.
- Ensure local customer processes and communications reflect agreed legal and regulatory standards.
- Escalate significant legal, regulatory or reputational issues to the UK Executive Team as appropriate.
People Leadership
- Recruit, lead and develop a high-performing German team.
- Working closely with the UK Executive team, determine the appropriate local organisational structure and recruitment priorities.
- Establish clear objectives, responsibilities and standards of accountability.
- Create a collaborative, entrepreneurial culture aligned with our client's values.
- Ensure effective cooperation between German employees and central Group functions.
- Develop local capability while making appropriate use of shared services and Group expertise.
- Drive employee engagement, development and retention.
- Act as a visible and credible leader for the German organisation.
Brand and Marketing Leadership
- Act as guardian of our client's brand in Germany.
- Lead the development of a distinctive German market positioning and customer proposition.
- Ensure that the brand is credible, relevant and differentiated within the German cruise market.
- Oversee the local marketing strategy in partnership with central marketing teams.
- Support the development of brand identity, campaigns, customer communications and launch activity.
- Ensure consistency across trade, consumer, digital, PR and onboard communications.
- Build relationships with German travel media, consumer media and industry influencers.
- Drive brand awareness, customer acquisition and repeat business.
- Ensure that the German guest proposition is reflected consistently across the booking journey and onboard experience.
Stakeholder Management
- Build trusted relationships with the UK Executive Team and Group functional leaders.
- Establish strong relationships with key travel-trade partners and industry organisations.
- Represent the business with homeports, port authorities, tourism organisations and local stakeholders.
- Develop appropriate relationships with CLIA Germany and other relevant industry bodies.
- Assist the UK team where required with local relationships such as DRSF, legal advisers, tax advisers, banking partners and professional-service firms.
- Act as a senior spokesperson for our client with customers, partners and the media.
- Protect and enhance the reputation of our client.
Requirements
- Significant senior leadership experience within the cruise, tour operating, travel distribution, tourism or premium hospitality sectors.
- Cruise industry experience is highly desirable.
- Strong commercial leadership with a demonstrable record of growing revenue, developing partnerships and delivering profitable growth.
- Experience launching or developing a new business, brand, market or product would be advantageous.
- Strong understanding of the German travel market and distribution landscape.
- Experience building and leading high-performing, multi-functional teams.
- Commercial responsibility for a business or business unit, including budgets and financial performance.
- Excellent negotiation, influencing and stakeholder management skills.
- Experience working with executive leadership teams within an international business.
- Fluent German and English, both written and spoken.
- Strong strategic thinking, commercial judgement and decision-making ability.
Personal Attributes
- Entrepreneurial and commercially driven.
- Passionate about building a successful business.
- Strong leadership presence with the ability to inspire confidence.
- Comfortable operating in a start-up environment.
- Highly collaborative and relationship focused.
- Decisive, pragmatic and resilient.
- Hands-on and willing to get involved in the detail when required.
- Excellent communicator with strong influencing skills.
- Customer focused with a passion for delivering exceptional experiences.
- High levels of integrity, professionalism and personal accountability.
Key Performance Measures
Performance measures will evolve as the business moves from establishment through launch and into operation. They are expected to include:
- Delivery of agreed market-entry and launch milestones.
- Successful establishment of the German business and local team.
- Readiness of the booking, distribution and customer-service operation.
- Revenue, passenger volume, occupancy and yield performance.
- Development of national travel-trade distribution.
- Achievement of budget and profitability targets.
- Brand awareness and customer-acquisition performance.
- Customer satisfaction, service quality and repeat-booking measures.
- Employee engagement, capability and retention.
- Quality of stakeholder, industry and partner relationships.
- Successful delivery of the maiden season and subsequent growth plan.
This is a highly visible leadership position offering genuine autonomy, broad responsibility and the opportunity to establish a distinctive new entrant in the German cruise market.
