AmaWaterways has announced the appointment of Toni Stoeckl as its new Chief Creative and Marketing Officer, effective 13 April 2026. Stoeckl, renowned for his expertise in luxury hospitality and brand development, will spearhead the river cruise line's creative and marketing vision as it embarks on its next phase of global growth.
Stoeckl's career began at Starwood Hotels & Resorts, where he played a pivotal role in establishing W Hotels and revitalising brands like St. Regis. He later joined Marriott International, pioneering its first lifestyle portfolio and expanding brands such as EDITION and Moxy Hotels. Most recently, he served as Chief Marketing Officer at Starwood Hotels, where he integrated culture and storytelling into brand ecosystems.
Catherine Powell, CEO of AmaWaterways, expressed enthusiasm for Stoeckl's appointment, stating, "Toni brings a rare combination of creative vision and strong commercial acumen, along with a deep understanding of how to take guests on a meaningful brand journey."
Stoeckl aims to enhance brand awareness, strengthen CRM capabilities, and scale e-commerce strategies. He will also focus on trade partnerships and building a data-led marketing engine. "I’m very excited to join AmaWaterways at such a dynamic moment in its growth," Stoeckl remarked.
Stoeckl succeeds Michal Maguire, who will continue as Senior Vice President of Marketing, focusing on integrated marketing efforts. Powell praised Maguire's contributions, noting her role in shaping the brand's future
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