Sr. Director, Loyalty Marketing

3 weeks ago

Miami, United States Royal Caribbean International Full time

POSITION: Sr. Director, Loyalty Marketing

LOCATION: Miami, FL

REPORTS TO: AVP, Loyalty & Onboarding Marketing


ABOUT US

Royal Caribbean International is known for driving innovation at sea and has continuously redefined cruise vacationing since its launch in 1969. Each successive class of ships is an architectural marvel and pushes the envelope of what is possible on a cruise ship. Onboard, the global cruise line has debuted countless industry “firsts” – such as rock climbing, ice skating and surfing at sea – to capture the imagination of families and adventurous vacationers alike. Throughout, guests sail on exciting itineraries to some of the world’s most popular destinations and enjoy Royal Caribbean’s friendly and engaging service.


POSITION OVERVIEW

Our loyalty members are the center of our business driving revenue, load factor, and satisfaction. This role will own the loyalty program strategy, program operations, member marketing journey, member engagement and planning all member events including the annual President’s Cruise. The Senior Director, Loyalty Marketing will be responsible for leading the e Crown & Anchor Society loyalty program, globally. This is the largest loyalty program in the cruise industry and expected to double in size as we continue to grow our capacity. To drive this growth this position will be responsible for developing a global guest engagement strategy, executing the end-to-end guest communications journey, and overseeing the operations for the loyalty platforms. This role will be responsible for increasing frequency and return from loyalty members as well as leveraging promotional tools to drive increased frequency and return while maintaining healthy member satisfaction. The position will proactively identify areas of opportunity to improve the guest experience, strengthen guest engagement, develop the operational processes required to deliver the program successfully, and drive brand loyalty through enhancements to the current offering. In addition, this person will develop an on-going forum to interact with members.


RESPONSIBILITIES

• Own the vision and develop strategies to grow and strengthen guest loyalty through the loyalty program.

• Utilize market research, customer insights, and data analytics to identify opportunities for customer engagement, segmentation, and personalized experiences.

• Design, implement, and optimize loyalty program, ensuring it delivers tangible value and resonates with target customer segments.

• Be the voice of the loyalty member across both shoreside and shipboard teams providing actionable feedback for effective marketing, product development, and guest experience initiatives. • Outline and manage the Crown & Anchor Society Loyalty Program including program structure, roadmap, benefits, program offer expense management, as well as conceptualizing the data architecture needed to support long-term goals.

• Own the vision, development, growth, and day-to-day program management of the award-winning loyalty program, including, but not limited to member benefits, acquisition, redemption, onboard and shoreside experiences, training, and overall member engagement. Champion customer research, analyze market conditions and competitor data and implement marketing plan changes as needed.

• Build and implement the loyalty strategic and marketing program to deliver upon agreed KPIs for the program.

• Work with Business Intelligence to identify new revenue opportunities to develop innovative personalization and segmentation strategies. Work with Revenue & Inventory management teams to test and optimize offer management capabilities to drive incremental growth in strategic areas.

• Work with peer and leadership teams in Hotel Operations to optimize and accelerate development of onboard programming that drive superior yields and guest satisfaction.

• Responsible for the successful delivery of President’s and member cruises


QUALIFICATIONS

• Bachelor’s degree from an accredited college or university in Marketing or related field required. Masters-level degree strongly preferred.

• At least 8+ years of Customer Marketing and/or Loyalty Marketing experience with strength creating strategies and executing marketing plans in support of an earn and burn rewards program.

• Experience working on travel or retail rewards program in a strategic and highly visible customer facing role highly desired


KNOWLEDGE AND SKILLS

• Able to develop strong working relationships with guests, internal peers/departments, agency partners, management, and key industry influencers

• A data-driven mindset, with a proven track record of hypothesis-driven testing resulting in increased business performance

• Recruit, coach and develop a high-performing Loyalty team responsible for all aspects of the program

• Consult as subject matter expert on Loyalty industry news, knowledge and best practices

• Work with legal and leadership to review and execute partner contracts and addendums as needed

• Excellent leadership skills

• Excellent oral and written communication/presentation skills


KEY RESPONSIBILITIES

• Internal Interactions: Royal Leadership Team, all Marketing Channels, Sales, Hotel Operations, Onboard Revenue, IT, Digital, Engagement Center, Shipboard Teams (guest relations, concierge, F&B, OBR, Entertainment), Celebrity Loyalty Team and Silversea Loyalty Team.

• External Interactions: Program Partnerships, Marketing Agency, Platform Vendors, Crown & Anchor Members, etc. FINANCIAL


FINANCIAL RESPONSIBILITIES

• Manage the loyalty program generating over 45% of the brand’s annual revenue

• Manage a multi-million-dollar marketing budget and associated expenses

• Forecasting and reporting on program health, trends, member engagement and promotional activities

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