Watson brings more than three decades’ industry experience to her new role, including nearly five years with Barrhead earlier in her career and more than eight years with Planet Cruise.
She joins from Edinburgh agency Travel Zing, which recently reopened on the high street in the city’s Leith neighbourhood.
Watson’s arrival precedes a restructure, which will see Barrhead’s existing product teams – previously reporting into individual business development heads – come together to form a single product team.
The business development teams will, in turn, shift their focus solely to partner relationships and engagement.
Watson will oversee all product throughout Barrhead across a number of "streamlined" channels, including cruise, packages and worldwide.
Caroline Donaldson, Barrhead’s product and commercial director, said the business was "accelerating" its product offering.
"With ambitions to continue creating unique product in the market, we’re bolstering our teams and ensuring we’ve got the expertise to drive innovation," she said.
"Last year, we launched our touring and adventure division, which was followed by the creation of a US department this year. Consumer demand for standout itineraries and unforgettable experiences means there is still plenty of opportunity to diversify our product.
"We’re really pleased to have Sharon onboard with us. Her impressive experience across a range of travel roles is set to perfectly complement our talented teams and align our overall product strategy.”
Watson added: "I’m particularly looking forward to working with such a varied product portfolio across cruise, land, air and more.
"Barrhead Travel are market leaders when it comes to identifying opportunities to add value for their customers, and it’s great to be part of their ambitious growth plans.”
Barrhead plans to continue expanding its US division, announced last year and launched in January, through training and partnerships, and has recently launched new gold product and Turkey holidays.
