Dir, Customer Marketing

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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. 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. This role will develop a data-driven strategic vision around segmentation, personalization, automation and optimization across the consumer lifecycle through all stages including email, direct mail, lead acquisition, and pre-cruise marketing. The 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.

• 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 handling 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, O  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; encourage 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.

• Bachelor’s degree in marketing, Management, Communications or a closely related field of study.…