MIAMI, March 7 — 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.
