AmaWaterways Names Chief Creative and Marketing Officer

AmaWaterways has appointed Toni Stoeckl as the river cruise line’s chief creative and marketing officer, with an official start date of April 13.

In the new role, Stoeckl will focus on performance-driven marketing, an area of expertise he gained working on various hospitality brands across his career. Most recently, he was the chief marketing officer at Starwood 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. “We are thrilled to welcome him to the team as we continue to grow globally and further elevate the AmaWaterways brand and guest experience.”   

Stoeckl previously helped grow Starwood’s now-popular 1 Hotels, Baccarat Hotels, and Treehouse Hotels brands. He also worked for Marriott International, where he helped grow the company’s W Hotels, Luxury Collection, and St. Regis brands, as well as expand Marriott’s lifestyle portfolio. 

“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.”   

Michal Maguire, AmaWaterways’ senior vice president of marketing, had stepped into the CMO role on an interim basis in 2025. She will now continue her SVP of marketing role and report to Stoeckl.