Rob Borden, a highly accomplished marketing professional with proven expertise in the areas of customer and loyalty marketing, has been named vice president of customer marketing for Miami-based Carnival Cruise Lines, the world’s largest cruise operator.

In this newly created position, Borden oversees the company’s direct and email marketing efforts designed to grow ticket and onboard revenues across all distribution channels. He also oversees Carnival’s customer loyalty programs, including the company’s co-branded credit card.

Borden joined Carnival on December 7 and reports to Jim Berra, the company’s chief marketing officer and senior vice president.

Prior to joining Carnival, Borden held executive roles at Microsoft Corporation, as well as Delta Air Lines, where he served as the head of Delta’s SkyMiles loyalty program.

Most recently, he served as chief marketing officer for Points International, a leading loyalty systems and services provider and operator of the consumer-facing site, Points.com.

“Rob brings a unique combination of direct and digital marketing skill, combined with deep experience in operating loyalty programs,” said Berra. “His expertise will be a tremendous asset as we continue to build our customer marketing capabilities and expand our co-branded credit card program. Carnival has made significant progress and I expect that Rob’s creativity and experience will further accelerate our impact,” he added.

Borden holds a bachelor’s degree in economics from the University of Pennsylvania and an MBA from the Stanford Graduate School of Business.

Carnival Cruise Lines is the largest and most popular cruise line in the world, with 22 “Fun Ships” operating voyages ranging from three to 15 days in length to The Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii, Panama Canal, Canada and New England.

The line’s newest ship, the 130,000-ton Carnival Dream, made its U.S. debut last month. Carnival also has two new ships on order, the 130,000-ton Carnival Magic, which is scheduled for delivery in 2011, and a sister ship set to debut in 2012.