Starboard appoints Baldzicki as Chief Merchandising Officer; reports to CEO

By Andrew Pentol |


Lisa Baldzicki will manage Starboard’s corporate merchandising strategies and initiatives.

Starboard Cruise Services has appointed Lisa Baldzicki as Chief Merchandising Officer.

Baldzicki, who reports to Lisa Bauer, Starboard President and CEO will manage Starboard’s corporate merchandising strategies and initiatives. These include the development of product assortment, vendor relationships and sourcing, financial and business planning, pricing and retail execution and talent management and team development.

Over the past 25 years, Baldzicki presided over global retail operations at The Walt Disney Company, L Brands at Victoria’s Secret and VF Corporation.


While at The Walt Disney Company, she served as Vice President of Merchandise Strategy, Product Development, Planning and Allocation, with complete financial management of a $2bn retail business across more than 35 product categories.

Her role encompassed strategic and creative oversight of all products, including developed, market-bought and brand and celebrity collaborations, for all retail in the Disney Parks — Disneyland and Walt Disney World — as well as at Disney Cruise Line, Resort Properties and Signature Experiences.

She also collaborated on overriding strategies with the international Disney Parks in Paris, Hong Kong, Tokyo and Shanghai and oversaw merchandising strategies for Adventures By Disney, a high-end guided vacation experience and Club 33, a private membership club.

Prior to joining The Walt Disney Company, Baldzicki held several leadership positions at L Brands Inc., as part of Victoria’s Secret in merchandising, concluding as Vice President, Merchandising, for its largest product category. 


According to Stefano Menegotto, Vice President and General Manager, Europe, Starboard Cruise Services the product offer on Celebrity Cruises’ newest Celebrity Edge ship was the retail highlight of the European season.

Baldzicki also held the positions of Director of Merchandising at VF Intimates and Product Merchandise Manager at VF Imagewear during her tenure at VF Corporation.

Bauer commented: “Lisa’s vast retail experience, coupled with her proven track record, leadership and industry relationships, will be a key driver in accelerating overall growth and performance. She is an ideal match to help spearhead Starboard’s industry-leading position in cruise line retail.” 

Baldzicki, who graduated from O’More College of Design with a B.A. in Fashion Design and Merchandising added: “I am very excited to join Starboard and to leverage my extensive retail experience. I look forward to building on the company’s successes and driving the next phase of its retail innovation and growth.”

Click here for our recent interview with Stefano Menegotto, Vice President and General Manager, Europe, Starboard Cruise Services.


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