Journey with us! Combine your career goals and sense of adventure by joining our exciting team of employees Royal Caribbean Group is pleased to offer a competitive compensation and benefits package and excellent career development opportunities each offering unique ways to explore the world
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
This position will work on-site in Miami Florida
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 and 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 clear short- and long-term roadmap for all customer lifecycle initiatives with explicit action plans to drive and achieve all marketing and brand KPIs
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 relative 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 handing requests- and the expected communication of all tickets development 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 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 of study
- 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 you 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'll hope to see you onboard soon!
The position is not eligible for work authorization sponsorship
Agency and Third-Party Submissions: Please note this is a direct search by the Company and applications through agencies and other third parties will not be accepted nor will fees be paid for unsolicited resumes Any unsolicited resumes will be considered the Company's property
It is the policy of the Company to ensure equal employment and promotion opportunity 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
