Victory Cruise Lines Appoints CJ Rogers to West Coast Sales Role

Victory Cruise Lines has appointed CJ Rogers as business development manager for the West Coast, a move the company says is aimed at expanding its presence and preferred partnerships across the western United States.

Rogers is based in Phoenix and will report to Bob Salmon, Victory Cruise Lines’ vice president of sales. The company said her remit includes strengthening relationships with travel advisors, consortia, and other industry partners, while driving regional sales performance and identifying new distribution opportunities.

What Victory wants the West Coast role to deliver

Victory Cruise Lines framed the hire as part of its broader focus on trade engagement and long-term growth, with Rogers serving as a point of contact for advisors looking to match clients with differentiated, small-ship cruising options.

Salmon said Rogers’ experience and standing in the trade community were central to the decision. “CJ brings an exceptional blend of cruise knowledge, trade credibility, and relationship-driven sales expertise to Victory Cruise Lines,” he said.

Key responsibilities across the western United States

Victory Cruise Lines said Rogers will lead business development initiatives designed to deepen advisor and partner ties and expand access to channels that support sales in the region. Her responsibilities include:

• Developing and strengthening relationships with travel advisors, consortia, and industry partners across the West.
• Improving regional sales results through targeted business development activity.
• Identifying additional distribution opportunities aligned with Victory Cruise Lines’ strategy.
• Serving as a resource for advisors seeking differentiated, small-ship cruising experiences for their clients.

Salmon also pointed to her familiarity with the advisor market as an advantage for Victory’s efforts in key West Coast markets. “Her deep understanding of the West Coast travel advisor community, combined with her hands-on cruise experience and strategic mindset, makes her an ideal fit,” he said.

Experience across cruise operations and travel sales

Rogers brings more than a decade of experience spanning cruising, tour operations, and travel sales, according to Victory Cruise Lines, which cited her track record in revenue growth and partnership development.

Most recently, she worked at Pleasant Holidays as a business development manager for six years, where her responsibilities included expanding key accounts, increasing market share, and developing customized strategies aligned with advisor needs and market-specific dynamics.

Her background also includes frontline cruise and onboard leadership roles with Holland America Line. Victory Cruise Lines said that ship-based experience adds operational perspective to her sales and partnership work.

Rogers has also held senior travel advisory and management positions with the Auto Club of Southern California, experience the company linked to its emphasis on advisor-facing support and trade engagement.

How the hire fits Victory’s sales strategy

Victory Cruise Lines said Rogers’ appointment is intended to reinforce its advisor-centric approach, particularly through preferred partnerships and relationship-driven sales activity. Salmon emphasized the importance of durable trade relationships as the company targets growth in key markets. “Rogers’ ability to connect with advisors and deliver meaningful, long-term partnerships will play an important role in advancing Victory’s growth and strengthening our presence in key markets,” he said.

With Rogers in place, Victory Cruise Lines said her initial focus will center on strategic business development, expanding distribution opportunities, and supporting travel advisors across the western U.S.

Frequently Asked Questions (FAQs)

Who is Victory Cruise Lines’ new business development manager for the West Coast?

CJ Rogers has been appointed as business development manager for the West Coast, according to Victory Cruise Lines.

Where is CJ Rogers based in her new role?

Victory Cruise Lines said Rogers is based in Phoenix while covering business development responsibilities across the western United States.

What will CJ Rogers be responsible for at Victory Cruise Lines?

The company said her responsibilities include strengthening relationships with travel advisors, consortia, and industry partners, growing regional sales performance, identifying new distribution opportunities, and serving as a resource for advisors seeking differentiated, small-ship cruising experiences for clients.

Who does CJ Rogers report to at Victory Cruise Lines?

Rogers will report to Bob Salmon, Victory Cruise Lines’ vice president of sales.