Beth Mercier has been appointed Aurora Expeditions’ vice president of sales, North America.

In her new position, Mercier will lead the cruise line’s sales strategy across North America, focusing on growing distribution and strengthening partnerships with the trade, according to a press release.

“Beth’s deep experience within the polar expedition sector, combined with her background across both advisor and operator roles, makes her a strong addition to the team,” said David Tanguay, head of global sales at Aurora.

“She will play an important role in strengthening our presence in North America and continuing to build momentum across the market.”

Mercier brings more than 15 years of experience across expedition cruising and small-ship travel.

Most recently, she was chief commercial officer at Terra Nova Expeditions, where she developed commercial strategy, built strategic partnerships and expanded distribution for the brand.

Before this, she played a role in launching Hurtigruten in North America and contributed to global sales growth at Quark Expeditions.