Veteran retail leader with 16 years of experience at Starboard will oversee partner relationships and growth across the Asia region

Starboard Group, the world’s leading retail curator at sea, today announced the promotion of Jia Jia Liu to General Manager, Asia Market. In her new role, Liu will continue to be based in Shanghai and will oversee Starboard’s partner accounts across the Asia region, reporting directly to Claudia King-McWilliams, Starboard’s VP and GM, Royal Caribbean International and Asia.

“Asia is a key market for Starboard and Jia Jia is well known and respected by our cruise line partners across the region,” said Lisa Bauer, President and CEO, Starboard. “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.”

Liu’s appointment comes as Starboard continues to focus on creating personalized, localized and experience-driven retail programs for its cruise line partners across the globe. In each region, the company is committed to delivering unique and memorable retail experiences that feel seamlessly integrated into the overall guest journey.

About Starboard Group

Charting a new course in the duty-free industry since 1958, Starboard Group has been the world’s leading vacation retailer at sea with the purpose of curating a vibrant world for guests, cruise line partners, brand collaborators and employees. Starboard’s transformative retail elevates the experience on more than 87 ships across 14 world-class cruise line partners: Blue Dream, Carnival Cruise Line, Celebrity Cruises, Princess Cruises, Resorts World Cruises, Royal Caribbean International, Star Cruises, TUI Cruises and Virgin Voyages. Starboard’s dedicated Luxury Division partners with Azamara, Crystal, Scenic Luxury Cruises & Tours, Silversea, and The Ritz-Carlton Yacht Collection.

Starboard is consistently recognized for quality and innovation by the travel industry, championing numerous awards, including DFNI-Frontier Americas Travel Retailer of the Year, Asia/Pacific Cruise Retailer of the Year, Global Cruise Retailer of the Year and Exceptional Achievement by a Cruise Retailer.

Going beyond sailing, Starboard’s sister company, Onboard Media, creates multimedia products for top companies in the travel and hospitality industry, driving brand awareness to generate sales and grow revenue. Both businesses are headquartered in Miami with additional Starboard offices in Hong Kong, Shanghai and Genoa, Italy.

Starboard and Onboard Media are proud to be a part of Global Travel Retail Holdings, LLC, an industry leading travel and technology-centric joint venture in partnership with Gissy Investments and LVMH.

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