Riviera Travel River Cruises has announced the appointment of Lissette Robledo as commercial marketing director, North America.

The newly created role entails leading strategic marketing initiatives to strengthen brand awareness, deepen trade and consumer engagement and support North American growth.

Based in Fort Lauderdale, Robledo will act as a bridge between sales, revenue and global marketing teams, according to a company statement.

“We are delighted to welcome Lissette to the Riviera Travel River Cruises team and look forward to the impact we know she will have on our evolving North America marketing program,” said Stuart Milan, president of North America for Riviera.

“Lissette’s innovative approach and emphasis on strengthening brand awareness across trade and consumer channels will be a vital part of our continued success as we prepare to embark on another exciting year ahead.”

Robledo brings more than 20 years of corporate marketing experience, including work within the cruise industry.

Previously, she served as director of marketing at Tile Redi, where she led brand strategy and omnichannel marketing initiatives.

She also held roles with Evolis Inc. and Carnival Cruise Lines, leading integrated marketing programs, international product marketing and trade marketing initiatives.

“Riviera Travel River Cruises has had an impressive two years since relaunching its business in North America and while incredibly positive momentum has been built, there are still tremendous opportunities ahead for continued growth,” noted Robledo.

“I look forward to working in close partnership with our European team to successfully strengthen our brand marketing initiatives, deepen relationships with our valued trade partners, and introduce even more North American travelers to the exceptional experiences Riviera has to offer.”

Earlier this month, Donna Kurtz was named MICE sales director of North America.