Email and SMS Marketing Specialist - Post-Booking

MSC Cruises•Miami, FL

7h•Hybrid

About The Position

MSC Cruises, the world’s third-largest and fastest-growing cruise brand, is expanding its U.S. Marketing team. Reporting to the Post-Booking Communications Manager, the Email & SMS Marketing Specialist will support the Post-Booking (PB) channel by executing lifecycle communications that engage guests after they book their cruise. This role is responsible for coordinating, testing, and deploying personalized email and SMS campaigns that drive onboard revenue (e.g., excursions, beverage, Wi-Fi, specialty dining), encourage early actions such as Web Check-In, and enhance the digital guest experience in the lead-up to their sailing. The ideal candidate is detail-oriented, data-curious, and comfortable working with reservation-based audience criteria. This is a hybrid position requiring 4 days per week in the office, in Miami.

Requirements

Bachelor’s degree in marketing, business or related field of study required
3–5 years of experience in digital marketing, CRM, or email/SMS operations; lifecycle or journey-based marketing experience preferred.
Proven experience managing email and/or SMS campaigns within a B2C or CRM environment.
Working knowledge of email service providers, web analytics, and campaign performance reporting
Strong project management, multitasking capability, and attention to detail.
Ability to understand data attributes and apply personalization logic.
Excellent written and verbal communication skills.
Ability to work cross-functionally in a fast-paced environment with shifting priorities.
US Passport or US Permanent Resident

Nice To Haves

Cruise or travel industry experience preferred (not required).

Responsibilities

Assist in the planning, setup, QA, and deployment of post-booking lifecycle email and SMS campaigns across multiple products and sailing windows.
Manage campaign timelines, ensuring dependencies are met and deployments align with PB and Acquisition calendars to minimize channel conflicts.
Coordinate proofing, testing, and approvals with internal stakeholders (Creative, Web, Revenue Management, Data/Analytics).
Collaborate with Analytics/Data teams to pull and validate audience lists based on reservation attributes (e.g., booking number, sail date, itinerary, ship, add-on eligibility).
Ensure accuracy of dynamic tokens, personalized URLs, and manage booking data across campaigns.
Partner with the PB Manager to refine suppression logic, guest groups based on booking behavior, and segmentation strategies to improve relevance and performance.
Assist in the execution of A/B testing initiatives, including subject lines, content modules, layout variations, and product placement, to identify opportunities that improve guest engagement and drive higher conversions.
Track email and SMS campaign performance using ESP dashboards and analytics tools, consolidating key findings into regular reports with clear recommendations for optimization.
Monitor lifecycle-specific conversion metrics tied to Post-Booking goals, including, conversion rate (CVR), and revenue per delivered message, to measure campaign effectiveness and uncover growth opportunities.
Work closely with Creative to ensure asset delivery supports PB brand guidelines and campaign needs.
Partner with Web and IT to quality-check landing experiences, tokens, and tracking behavior across Manage Booking experiences.
Contribute ideas and feedback based on industry trends, competitor insights, and channel best practices.
Maintain knowledge of channel developments, privacy regulations, and deliverability considerations.
Perform other responsibilities as required to support PB lifecycle growth initiatives.