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Ken Muskat signs on with Scenic Group as USA managing director

Ken Muskat will be responsible for the oversight and development of the US market with key focus on sales, marketing, finance, revenue management and contact center
Veteran senior cruise executive Ken Muskat, most recently of MSC Cruises USA, is joining Scenic Group's US management team.

As managing director, Scenic Group USA, he'll be based at the Hollywood, Florida office and report to Anna Wolfsteiner, global chief of sales & marketing.

Muskat most recently served as EVP & chief operating officer for MSC Cruises USA. Previously he was CEO of SkySea Cruise Line in Shanghai, after serving 18 years in a variety of key leadership roles at Royal Caribbean International.

Muskat is also known for his two years of service as chair of Cruise Lines International Association's Trade Relations Committee.

Expertise in team building, trade relationships

As Scenic grows, 'the US market is a key strategic market for our company’s success,' Wolfsteiner said. 'Ken’s experience and expertise in developing teams, forging strong relationships with the trade distribution, and building brand awareness will ensure we drive demand from our valued travel advisors and consumers for our ocean and river brands.'

Muskat will be responsible for the oversight and development of the US market with key focus on sales, marketing, finance, revenue management and contact center, working alongside colleagues from around the globe. He will lead significant growth efforts within the luxury trade distribution in the US, Mexico, Central and South America and build brand awareness and demand for the company's ocean yachts and river vessels.

Two new yachts in 2023

With two new yachts — Scenic Eclipse II and Emerald Sakara — due in 2023, top priorities include building demand through sales and marketing efforts by ensuring the sales force and trade distribution have the best tools to market and sell Scenic Luxury Cruises & Tours and Emerald Cruises as well as providing outstanding service in the company’s contact center for passengers and travel advisors.

'I have wanted to expand into the luxury ocean, expedition and river cruise vacation segment and I cannot think of two better brands to do this with than Scenic Luxury Cruise & Tours and Emerald Cruises,' Muskat said.

'Tremendous opportunity'

Having personally experienced Scenic Eclipse, he sees 'tremendous opportunity to build brand awareness and significant demand amongst the trade distribution and consumers in the US market as well as Mexico, Central and South America. The once-in-a-lifetime vacation experiences and meaningful memories these brands provide our guests is something consumers are looking for today and one that I am excited to work with an outstanding team to deliver.'

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