The role was vacated by Yasmin McKechnie, Princess's new sales director for UK, Ireland and EMEA, last year after it was announced Hayley Moore would join Hurtigruten in January. 

Lief has been with Carnival UK since 2023, where she began as commercial planning manager for P&O Cruises, and currently holds the position of senior commercial planning manager for Cunard. 

She was also the lead for Cunard’s Employee Engagement Group (EEG), a cross‑functional team focused on improving employee experience, communication, wellbeing and engagement.  

Prior to her Carnival UK roles, Lief was responsible for global commercial planning at The Body Shop. 

McKechnie said: “Sophia’s commercial insight and strategic planning expertise makes her an exceptional addition to our award-winning sales team. 

"Her experience across Carnival UK brands and her work championing employee engagement will be invaluable as we continue to grow our partnerships and deliver ambitious plans for 2026 and beyond." 

Lief added: “I’m delighted to be joining Princess Cruises at such an exciting time for the brand, and I look forward to working with the team and valued travel partners. 

"I am passionate about building strong relationships and driving meaningful commercial growth, and I am excited to contribute to the next chapter of Princess’ success.”