ASIA PACIFIC. Leading travel retailer Starboard Group has promoted Jia Jia Liu (pictured) to General Manager, Asia Market. In her new role, she will continue to be based in Shanghai and will oversee Starboard’s partner accounts across the Asia region, reporting directly to Starboard VP and GM, Royal Caribbean International and Asia, Claudia King-McWilliams.
“Asia is a key market for Starboard and Jia Jia is well known and respected by our cruise line partners across the region,” said Starboard President and CEO Lisa Bauer.
“Over the past several years, she has played a central role in strengthening our Asia accounts and her deep understanding of the market and operating environment makes her the ideal leader to deepen our relationships there while elevating Starboard’s retail experience for our cruise line partners and their guests.”
A 16-year veteran of Starboard, Liu has held a series of increasingly senior roles, most recently leading the Asia account teams since January 2025. She began her career at Starboard as an onboard Retail Manager.
“I’m grateful for the opportunity to take on this role and continue working with our exceptional teams and partners in Asia,” said Liu.
“Our cruise line partners rely on us to create unforgettable retail experiences for their guests, both onboard and in port, and I look forward to strengthening our collaborations as we grow our business in the region.” 🛳️
