MSC Cruises USA Appoints New EVP & Chief Commercial Officer

MSC Cruises USA has hired industry veteran Lynn Torrent as executive vice president and chief commercial officer (CCO). In this role, Torrent will lead commercial efforts across sales, marketing, revenue management and contact center functions. She will report directly to Rubén A. Rodríguez, president, MSC Cruises USA.

Her relevant experiences include leading Costa Cruise Lines in the U.S., and a successful progression of senior executive roles at Carnival Cruise Lines during a period of high growth for the brand, culminating in the role of EVP overseeing all commercial functions. More recently, Torrent was division president at Apple Leisure Group, a vertically integrated leisure travel and hospitality management company.

Torrent’s new role is part of a broader organizational realignment to integrate commercial functions and support growth opportunities and priorities, including internal promotions and active recruiting for the key position of senior vice president, sales and trade partnerships (reporting into the newly established CCO role).

The company also announced that Ken Muskat, EVP and COO will remain with the company through the end of August, supporting the transition to the new management structure.

Rodríguez said, “I am very excited for Lynn to join our talented team and bring her proven leadership and expertise to support our rapid growth in the U.S. market. Her deep experience and proven skills will help us increase the effectiveness and impact of our commercial efforts, and sharpen our focus on further developing the key capabilities required to meet our aspirations.”

“Today, together with the rest of the MSC family, I want to thank Ken for his many important contributions to MSC Cruises. We all hoped that Ken would remain with the company, as he considered new international opportunities with MSC Cruises. In the end, Ken decided to pursue opportunities outside of MSC Group. I am especially grateful for his dedication and partnership in the last two years—to MSC Cruises, to all of us, and to our travel agent partners. He is a good friend to many of us, and in many ways will always be a member of the MSC family.”

MSC Cruises has also announced two new promotions at the senior leadership level. Suzanne Salas will now serve as SVP, marketing and e-commerce, recognizing her leadership in developing the company’s marketing capabilities and launching marketing programs that are building brand awareness and stimulating growth in traffic, leads and bookings. Her new title reflects MSC Cruises’ efforts to build e-commerce and digital marketing capabilities, critical to the brand’s rapid growth across all channels. Salas will report directly to Torrent, as will other commercial leaders.

Albino di Lorenzo has been promoted to SVP, port operations and government relations, North America and Caribbean. He will lead port and terminal operations across MSC Cruises’ growing set of U.S. home ports and itineraries, including the operations of the company’s new PortMiami terminal, set to be the largest cruise terminal in North America. Working closely with corporate leadership in itinerary development for the region, he will also join Rick Sasso, chairman, MSC Cruises USA to strengthen and nurture relationships with government and port leaders across the Caribbean, Bahamas, Mexico and North America. Di Lorenzo will report directly to Rodríguez, as will other operations leaders.

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