TORONTO — Hurtigruten Group has named a former Amazon executive as its new President of the Americas region.

Jeffrey Oar, who took over the reins last week, previously spent nine years at Amazon where he most recently held the role of Head of Global Marketing for the Just Walk Out business, which focused on checkout-free technology.

At Hurtigruten, Oar will be responsible for the two Hurtigruten Group brands across the Americas: Hurtigruten Expeditions and Hurtigruten Norwegian Coastal Express. He is charged with driving sales and profitability across the United States, Canada and Latin America as well as broadening travel agent relationships and opening new channels for growth. He will also be responsible for increasing brand awareness and market share through marketing strategies.

Prior to his most recent role at Amazon, Oar also led Commercial and Healthcare Sales at Amazon Business and also spent over a decade in marketing and advertising with several broadcasting groups around the northeastern United States.

Oar is based in the Boston area.