Azamara Cruises today announced the appointment of industry veteran Edie Bornstein as vice president of Sales and Marketing for the brand. Edie brings more than 25 years of experience in the global cruise, travel, and technology industries, most recently serving as Vice President of Business Development and Strategic Partnerships for Carnival Cruise Lines. Previously, she was a senior officer at Cunard and Seabourn Cruise Lines, where she developed profitable strategic plans and led partnerships with brands including Canyon Ranch Spa, Hermes, Chopard, Dunhill, Waterford, Wedgwood, Veuve Clicquot, Todd English, and more. She also served as vice president of Specialty Sales for Amadeus Global Distribution System, where she was instrumental in the implementation of automation solutions for the cruise industry and numerous other projects.

Bornstein was appointed by Azamara Cruises President and CEO Larry Pimentel, who joined the line July 7 of this year. Pimentel has more than 25 years of travel industry experience catering to the high-end consumer, and just prior to joining Azamara, had served as president, chief executive officer and co-owner of luxury brand Seadream Yacht Club.

Together with Bornstein, Pimentel plans to create a small, brand-dedicated field sales staff under Edie's direction, and will capitalize on the extensive global network of parent company Royal Caribbean Cruises Ltd. (RCL) outside the US. Pimentel also plans to shape a small, brand-dedicated marketing team, and will share services across other disciplines within the corporation.

“I am absolutely thrilled to have Edie join our Azamara team, and our RCL family of brands,” said Pimentel. “I am certain her wealth of experience, collaborative approach and deep knowledge of the industry will help us take the Azamara brand to an even greater level of success.”