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The Royal Caribbean Group’s Celebrity Cruises brand has an exciting career opportunity for a full-time Director, Global CRM Strategy and Customer Marketing on the Marketing Team, reporting to the Vice President, Global Media and Customer Marketing.
Position Summary:
The Director, Global CRM Strategy is responsible for spearheading the global strategy, development, execution, and performance of all direct-to-consumer marketing programs for the Celebrity brand. Within the direct-to-consumer marketing programs, this role will develop the data-driven strategic vision around segmentation, personalization, automation, optimization, and performance across the consumer lifecycle through all stages including email, direct mail, lead acquisition, and pre-cruise marketing.
This role will identify and deliver a clear short- and long-term roadmap for all customer lifecycle initiatives with explicit action plans to drive and achieve all marketing and brand KPIs.
This role will report in Miami, FL
Essential Duties and Responsibilities:
Spearhead global strategy, lead the execution and optimization that delivers on key KPI targets related to customer marketing engagement, marketable database size and quality, pre-cruise, and revenue. Lead highly personalized and engaging communication through every interaction with Celebrity across all key international markets. This includes global segmentation and targeting strategies, partnering with the BI and Web Analytics teams on new CRM systems and tools, and overseeing all day-to-day operations of communication channels. Leverage both analytical and operational skillsets to relentlessly find ways to improve global marketing performance while executing tactical initiatives to drive customer activation, retention, loyalty, and reactivation through sophisticated segmented campaigns, behavioral triggers, and optimized creative campaigns across channels. Leverage global business intelligence to gain insights into performance by campaign, traffic source, shopping behavior, and conversion by product, time to sailing, and audience. Own oversight of insight to action from all analytics to implement enhancements within CRM channels. Knowledge and leadership of AI and automated personalization at scale, exploring new CRM capabilities that can be used to execute consistent and relevant campaigns. Develop ongoing global A/B testing strategies to execute the short-term and long-term roadmap, identifying challenges, and creatively solving for them. Identify new or unique CRM data that can be used to execute consistent, relevant, personalized, and segmented communication. Develop and own a clear and efficient process to intake global CRM requests from all business partners to ensure business needs are met with prioritization by business impact with a clear and sustainable timeframe. Develop a process in which the team receives requests, dedicated owners are assigned to handling requests, and the expected communication of all ticket developments and timelines are made clear to partners. Deliver clear short-term and long-term customer marketing strategies across all marketing channels; email, direct mail, lead acquisition, pre-cruise, and Casino guests to support the brand, engage and retain guests, increase spend, and drive ticket bookings, as well as onboard spend. Collaborate and partner with all partners across the brand including Revenue Management, OBR partners, Contact Center, and Sales to ensure holistic global execution, alignment with the full consumer journey, consistent and optimized brand communications, and experiences. Foster and empower a cross-functional team of marketers with continued focus on communication, testing, operations, and analysis; encouraging ideas, discussions, and global learning to guarantee all team members understand their role and definition of success. Continually enhance and evolve global teams by defining required skills, roles, and responsibilities needed to meet global goals efficiently and effectively.
Qualifications, Knowledge, and Skills:
Bachelor’s degree in Marketing, Management, Communications, or a closely related field. Master’s degree preferred. 10+ years of experience in CRM, email marketing, direct mail, lead acquisition, consumer lifecycle, user experience, and analytics. Experience managing a team. Global experience preferred. Knowledge of the Journey Builder tool or a similar tool. Knowledge and management of AI and automated personalization at scale. Knowledge of email best practices including targeted lists, subject lines, messaging, deliverability, and CAN-SPAM/anti-spam legislation. Ability to develop, execute, and communicate a long-term strategic vision while also balancing immediate priorities and opportunities. Capable of analyzing user and performance data to establish clear measures of success and build compelling stories with data. Demonstrated aptitude for being confident, poised under pressure, and decisive when working with business leaders. Strong communication and business acumen. Entrepreneurial drive tempered by judgment and strong leadership skills. Self-starter, able to work with minimal direction and lead others. Experience understanding cross-functional roles and opportunities: creatives, information architects, back-end application engineers, business analysts, quality assurance leads, traditional marketers, digital marketers, front-end developers, and digital analytics managers. Understanding of Adobe Marketing Cloud products: Adobe Site Catalyst, Adobe Audience Manager, Adobe Experience Manager, Adobe Target Standard, Adobe Dynamic Tag Manager. Ability to multi-task and manage and meet deadlines, highly detail oriented, meticulous and creative. Excellent verbal and written communication skills. Attention to detail and follow-through. Strong project management skills and key computer skills (Excel, PowerPoint, Outlook).
We know there's a lot to consider. As candidates go through the application process, our recruiters will be glad to provide guidance and more relevant details to answer any additional questions. Thank you again for your interest in Royal Caribbean Group. We hope to see you onboard soon!
It is the policy of the Company to ensure equal employment and promotion opportunities to qualified candidates without discrimination or harassment on the basis of race, color, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. Royal Caribbean Group and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.
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