Edie Bornstein is joining Azamara Cruises as vp sales and marketing, reporting directly to president and ceo Larry Pimentel, Seatrade Insider has learned. She starts this week.

Bornstein has been with Carnival Cruise Lines for the past four years, most recently serving as vp business development and strategic partnerships. Previous positions were with Cunard/Seabourn and Amadeus.

‘Edie has an impressive 25-year background,’ Pimentel told Seatrade Insider. ‘She’s a pro: intelligent, driven, agent-friendly and street smart. She is also fun, with such a positive disposition and get-it-done mentality.’ 

At Cunard prior to the launch of Queen Mary 2, Bornstein developed strategic partnerships with brands like Canyon Ranch Spa, Chopard, Dunhill, Waterford and Veuve Clicquot.

Earlier, as vp sales and marketing for Amadeus Global Distribution Systems, Bornstein was instrumental in the implementation of automation solutions across the cruise industry.

Bornstein is the first high-profile executive appointment made by Pimentel since he took the Azamara helm in early July.