Riviera Travel River Cruises has appointed Lissette Robledo as its first commercial marketing director for North America. The newly created role will focus on building brand awareness and strengthening engagement with travel advisors and consumers as the company expands its presence in the region.
Based in Fort Lauderdale, Robledo will connect Riviera’s sales, revenue and global marketing teams while maintaining agency relationships. The company’s announcement, published on October 26, places trade engagement at the centre of her remit alongside broader consumer marketing.
Robledo brings more than 20 years of corporate marketing experience, including work in the cruise industry. She previously served as marketing director at Tile Redi and held positions at Evolis and Carnival Cruise Line, with experience spanning brand strategy, international product marketing and trade campaigns.
North America president Stuart Milan said her approach would help develop Riviera’s regional marketing programme. The appointment comes ahead of the company’s planned Southeast Asia expansion in 2027, including its Vietnam, Cambodia and Mekong itinerary, and the Riviera Moment collection planned for 2028.
The hire addresses the commercial side of river-cruise growth: reaching travellers and supporting the advisors who sell the product. Our earlier coverage of Douro capacity limits, where Riviera was among operators adding ships, highlighted a separate challenge: securing operating access as fleets expand.
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