AmaWaterways has announced the appointment of Toni Stoeckl as its new Chief Creative and Marketing Officer, effective April 13, 2026. Stoeckl, known for his expertise in luxury hospitality and brand development, will lead the river cruise line’s creative and marketing strategies as it embarks on its next global growth phase.

Stoeckl began his career at Starwood Hotels & Resorts, where he helped establish W Hotels and revitalize brands like St. Regis. He later worked at Marriott International, where he was instrumental in launching their first lifestyle portfolio and expanding brands such as EDITION and Moxy Hotels. Most recently, he served as Chief Marketing Officer at Starwood Hotels, integrating 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, also focusing on trade partnerships and building a data-driven marketing engine. “I’m very excited to join AmaWaterways at such a dynamic moment in its growth,” stated Stoeckl.

Stoeckl succeeds Michal Maguire, who will continue as Senior Vice President of Marketing and concentrate on integrated marketing efforts. Powell commended Maguire’s contributions, highlighting her role in shaping the brand’s future.