AmaWaterways Names Toni Stoeckl Chief Creative Marketing Officer

AmaWaterways has appointed hospitality marketing veteran Toni Stoeckl as its next chief creative and marketing officer, the river cruise line said in a press release. Stoeckl is scheduled to officially join the company on April 13, 2026.

Catherine Powell, AmaWaterways’ chief executive officer, said the hire supports the company’s expansion plans and its efforts to strengthen the brand and guest experience. “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,” Powell said.

What the new role covers

AmaWaterways said Stoeckl will lead the company’s top creative and marketing function, with responsibility for brand-building work as well as performance-focused initiatives tied to commercial growth.

In outlining the remit, AmaWaterways highlighted three priorities for the role:

• Accelerating brand awareness, with an emphasis on expanding visibility as the company continues global growth plans.
• Advancing customer relationship management capabilities, strengthening how the brand communicates with guests and builds engagement across platforms.
• Scaling e-commerce strategies, supporting demand conversion through direct digital channels as part of broader marketing operations.

The company said the position is designed to connect brand storytelling, customer engagement, and revenue-driving digital initiatives under one executive lead.

Career background across Starwood and Marriott

AmaWaterways pointed to Stoeckl’s experience in the global hotel sector as a key part of his leadership profile. The company said he held influential roles at Starwood Hotels and Resorts and Marriott International, with responsibilities spanning both new brand development and updates to established luxury portfolios.

At Starwood, AmaWaterways said Stoeckl helped establish W Hotels and contributed to work aimed at revitalizing the guest experience for luxury brands that included St. Regis and The Luxury Collection. After moving to Marriott International, the company said he played a pivotal role in building Marriott’s first lifestyle portfolio, supporting the global expansion of brands including EDITION, AC Hotels, Aloft, and Element.

Most recently, AmaWaterways said Stoeckl served as the chief marketing officer of Starwood Hotels, experience the company positioned as relevant to a role that blends creative strategy with commercial execution.

Marketing leadership transition and reporting structure

Stoeckl will succeed Michal Maguire, who stepped into the chief marketing officer role in 2025 on an interim basis, AmaWaterways said. Maguire will remain with the company as senior vice president of marketing and will report to Stoeckl under the new structure.

AmaWaterways said the arrangement is intended to keep continuity within the marketing organization while shifting overall leadership of creative and marketing to the incoming chief creative and marketing officer.

With Stoeckl’s April 13, 2026, start date in place, AmaWaterways said the appointment creates a defined runway for the leadership handoff as the company works toward its global growth goals.

Frequently Asked Questions (FAQs)

When will Toni Stoeckl officially join AmaWaterways?

AmaWaterways said Stoeckl will join the company on April 13, 2026.

What will Stoeckl be responsible for as chief creative and marketing officer?

AmaWaterways said his remit includes accelerating brand awareness, advancing customer relationship management capabilities, and scaling e-commerce strategies, combining creative leadership with performance-focused marketing operations.

What roles has Toni Stoeckl held previously?

AmaWaterways said Stoeckl held leadership roles at Starwood Hotels and Resorts and Marriott International. The company said he helped establish W Hotels, contributed to guest experience work for brands including St. Regis and The Luxury Collection, helped build Marriott’s first lifestyle portfolio, and supported global expansion for brands including EDITION, AC Hotels, Aloft, and Element. AmaWaterways also said his most recent role was chief marketing officer of Starwood Hotels.

Who is Stoeckl replacing, and will that executive remain with the company?

AmaWaterways said Stoeckl will succeed Michal Maguire, who held the chief marketing officer position on an interim basis beginning in 2025. The company said Maguire will remain as senior vice president of marketing and will report to Stoeckl.