New AmaWaterways marketing boss to ‘prioritise trade partnerships’

AmaWaterways has appointed Toni Stoeckl as chief creative and marketing officer, with a goal of strengthening trade partnerships.

Stoeckl, who will join the river cruise line on April 13, most recently served as chief marketing officer at Starwood Hotels.

AmaWaterways said Stoeckl would bring a focus on “performance-driven marketing”, with aims including growing brand awareness and “top-of-funnel growth”, strengthening CRM capabilities and overseeing high-impact e-commerce strategies.

AmaWaterways chief executive Catherine Powell said: “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.

“We’re thrilled to welcome him to the team as we continue to grow globally and further elevate the AmaWaterways brand and guest experience.”

Stoeckl succeeds Michal Maguire, who became chief marketing officer on an interim basis in 2025. She will continue as senior vice-president of marketing, reporting to Stoeckl, leading “integrated marketing efforts across the business”, including work with the trade.

Stoeckl began his career at Starwood Hotels & Resorts, where he helped establish W Hotels in its formative years and worked on brands including St. Regis and The Luxury Collection.

He later joined Marriott International, where he built the company’s first lifestyle portfolio and worked on the global expansion of brands including Edition, AC Hotels, Aloft and Element. He also led the creation of Moxy Hotels.

“I’m very excited to join AmaWaterways at such a dynamic moment in its growth,” Stoeckl said.

“The brand has built a strong reputation for delivering exceptional guest experiences, and I look forward to working with the team to further evolve its global presence while staying true to what makes it so special.”

AmaWaterways said Stoeckl would help shape how passengers “connect with the AmaWaterways brand” and “prioritise strengthening trade partnerships, improving conversion, and building a more agile, data-led marketing engine”.

Powell praised Maguire for “an incredible job over the past year”, adding: “I’m excited to have her continue in the role of senior vice-president of marketing, where she will play a key role in shaping the future of our brand.”