Silversea Cruises today announced the appointment of Ellen Bettridge as President of the Americas. She will head the company’s Fort Lauderdale office.

Bettridge, whose appointment becomes effective April 9th, will join Silversea with an extensive background in the retail travel industry. Most recently, she served as vice president of the American Express U.S. Retail Travel Network. Over the course of her 20 years with American Express, she served as a travel counselor, account development executive, field performance manager for the eastern region in corporate services, and director of account development in corporate services.

Bettridge, as President of the Americas, and Steve Odell, as President of Europe and Asia Pacific, will both report to Kenneth W. Watson, the company’s chief operating officer.

Silversea believes the new structure will further strengthen its worldwide sales and marketing organization.