Maria Ersmarker has joined AmaWaterways from Hurtigruten as business development manager for the south-east and Channel Islands.
Her move comes after eight years at Hurtigruten, most recently as national events and sales manager.
The appointment completes plans announced earlier in the year by AmaWaterways to double the size of its UK sales team.
Ersmarker will report to Jon Knight, who was recently promoted to national sales manager.
Sales, marketing and digital director Jamie Loizou, Sales said: “It has been a busy year for AmaWaterways with the introduction of three new ships and the announcement of another due to join the fleet next summer.
“The expansion of our sales team reinforces our commitment to the UK trade and underpins our objective to offer outstanding service and support to our existing travel agent partners, whilst widening our trade distribution.
“Maria, with her experience, is perfectly placed to help grow existing business and develop new relationships.”