A&K Travel Group has appointed award-winning marketeer Peter Chipchase as its first chief marketing officer.

The parent of Abercrombie & Kent and Crystal Cruises has recruited him to create a one-brand approach and “refine and relaunch” its marketing and communications.

Chipchase has more than 20 years of experience in marketing, brand creative, digital and communications, most recently as chief marketing officer of Stella McCartney and nearly eight years at the Soho House Group.

At Stella McCartney, he spearheaded a new brand platform and relaunched the brand’s digital channels.

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He has also held several senior agency roles, working with brands such as Absolut Vodka, Adidas, PlayStation, Microsoft and Mont Blanc.

For two years running, Peter was named the number one luxury communication professional by PR Week’s annual Global Power Book.

Cristina Levis, chief executive at A&K Travel Group, said: “Peter’s track record with leading high-end brands, international experience and excitement about our future makes him a perfect fit for us.

“He is a proven leader with the vision to expand on the success built over the past 60 years and take us into our next phase of growth and innovation.”

Chipchase added: “Becoming CMO at A&K Travel Group is exactly the sort of challenge I love to be part of, creating a vision of the future influenced by a brand’s heritage.

“The ambition is huge and being a key part of helping to bring that to life was too good an opportunity to miss.”

He will be based in A&K’s head office in London.