Sunreef Yachts Appoints Liza Kharoubi Echenique as US Executive Director

Sunreef Yachts has named Liza Kharoubi Echenique its US Executive Director, a move set to strengthen its presence in the United States. In this pivotal role, Liza will oversee operations in the U.S. market, managing key processes such as sales and strategic initiatives to expand Sunreef Yachts’ influence and solidify its market position.

Originally from Marseilles in the South of France, Liza was a Business Development consultant specializing in the yachting industry and a former charter broker before joining Sunreef as the US Executive Director. Liza holds a Ph.D. from Sorbonne University in Philosophy and Literature and an MBA (Master of Business Administration) from HEC Paris, France. She has served as a University Researcher and Business School Professor at top-tier institutions in France, England, New Zealand, and Argentina (including HEC, Di Tella, University of Auckland, and Exeter College Oxford) and speaks French, English, and Spanish fluently.

After working with various charter brokerages in South America, she now lives in Miami, Florida, and is an active member of the International Yachting Brokers Association, Wista International, Professional Women in Yachting, and the International Superyacht Society.

With her impressive background and forward-thinking approach, she is uniquely positioned to drive growth and innovation within the company’s U.S. operations.