Sunreef Yachts has announced the appointment of Liza Kharoubi Echenique as its US executive director, a role designed to strengthen the company’s presence in the United States.
Originally from Marseilles in France, Echenique holds a Ph.D. in philosophy and literature from Sorbonne University and an MBA (Master of Business Administration) from HEC Paris. Her diverse career spans academia, where she served as a university researcher and business school professor at leading institutions such as HEC Paris, the University of Auckland and Exeter College at Oxford.
Transitioning into yachting, worked with charter brokerages across South America before moving to Miami, Florida. She has since become an active member of key industry organisations, such as the International Yachting Brokers Association (IYBA), Wista International, Professional Women in Yachting and the International Superyacht Society.
According to Sunreef, Echenique is expected to oversee operations in the U.S. market, managing processes such as sales and strategic initiatives to expand the brand's influence and solidify its market position. She will also be responsible for driving growth and innovation within the company's US operations.
The announcement comes at a busy time for Sunreef, with BOATPro indicating 24 projects currently in development. The yard has also announced a new partnership with BRABUS, an aftermarket high-performance tuning company, which aims to develop a new line of motor catamarans.