Toni Stoeckl named chief creative & marketing officer at AmaWaterways

AmaWaterways has announced the appointment of Toni Stoeckl as chief creative and marketing officer, marking a new chapter for the company's global brand and creative direction.

Stoeckl will officially join the river cruise line on April 13, 2026.

In his new role, Stoeckl will prioritize brand awareness and top-of-funnel growth, strengthening CRM capabilities, guiding guests on a brand journey, and scaling high-impact e-commerce strategies, the company said.

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

He later joined Marriott International, where he pioneered the company’s first lifestyle portfolio and defined the global expansion of brands such as EDITION, AC Hotels, Aloft and Element.

He also led the creation of Moxy Hotels, introducing an innovative, socially driven concept to the hospitality scene.

Most recently, he served as chief marketing officer of Starwood Hotels, bringing back the iconic name and blending culture, purpose and storytelling into immersive brand ecosystems for 1 Hotels, Baccarat Hotels and Treehouse Hotels.

“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,” said Catherine Powell, CEO of AmaWaterways, in a release. “We are thrilled to welcome him to the team as we continue to grow globally and further elevate the AmaWaterways brand and guest experience.”

Known for his 360-degree approach to experiential branding and marketing, Stoeckl brings a creative perspective paired with a strong focus on performance.

His leadership style is grounded in inspiration and possibility, fostering strong teams and shaping how guests connect with the AmaWaterways brand at every touchpoint. He will also prioritize strengthening trade partnerships, improving conversion, and building a more agile, data-led marketing engine.

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

Stoeckl succeeds Michal Maguire, who stepped into the CMO role in 2025 on an interim basis and will continue with AmaWaterways as senior vice president of marketing, reporting to Stoeckl.

In this role, she will lead integrated marketing efforts across the business, including product marketing, trade and events, with a focus on driving growth and engagement.

“Michal has done an incredible job over the past year, shepherding our new brand identity and bringing it to life across every guest touchpoint,” Powell added. “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.”

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