Manager, Business Intelligence, CRM and Advertising

Holland America Group-posted 4 months ago
Full-time • Mid Level
Miami, FL
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We have an immediate need for a highly experienced BI Manager, CRM & Advertising to own business analysis and project management for Cunard’s Simon Data CDP; lead hands‑on development of lifecycle journeys and trigger campaigns across all digital channels; regularly coordinate with our Email Service Provider teams—including Scalero for both B2C and B2B via Iterable and Salesforce Marketing Cloud (SFMC) integration; coordinate regional marketing efforts for North America and Australia; manage our lifestyle marketing studio through the CDP; deploy use cases and build audience segments for email, direct mail and paid media; ensure consistency in audience segments, drive efficiency and solve complex segmentation challenges; and collaborate closely with Digital Channel Analysts and CRM Specialists—because strong analytics chops, marketing expertise and clear communication aren’t optional, they’re mission critical.

  • Define and execute Simon Data database objectives and strategies, and guide IT on effective data models.
  • Oversee end-to-end data collection and integration—build and maintain ETL pipelines (Simon Data, Salesforce, Polar Online/Academy, onboard spend, unsubs) into Snowflake.
  • Implement complex customer segmentation and lifecycle journeys for email, direct mail and paid media.
  • Leverage the CDP for analytics and reporting, translating raw data into targeted marketing insights and actions.
  • Oversee direct mail and paid media segmentation strategies to ensure full alignment with CRM campaigns and overall marketing goals.
  • Lead comprehensive, data-driven marketing analysis and reporting.
  • Collect, integrate and model data from all channels (Direct Mail Q3/Q4, repeat cruiser RFPs, digital campaigns, etc.).
  • Apply statistical methods and data visualization to extract actionable insights and inform future marketing strategies.
  • Monitor KPIs to assess campaign effectiveness and conduct competitive and trend analyses to uncover market opportunities.
  • Stay on top of industry trends and customer behavior shifts to adapt strategies proactively.
  • Design, optimize and maintain dashboards in Looker, Tableau and internal tools for real-time visibility.
  • Produce clear, data-driven reports with concise recommendations that drive stakeholder decisions.
  • Collaborate with regional marketing, Digital Channel Analysts and CRM Specialists to gather user stories, CDP and ESP specs.
  • Define acceptance criteria, document functional/technical requirements.
  • Host weekly standups and monthly enhancement prioritization meetings.
  • Lead and collaborate with cross-functional teams (developers, testers, website tag managers, IT, Digital Channel Analysts, and other stakeholders) on integration projects such as TAConnect API, Iterable, SFMC, MSFT SNDS, and Floodlight/Web 2.
  • Partner with IT and data engineering to ensure the seamless flow of critical customer data across platforms and recommend improvements to BI tools.
  • Bachelor’s degree required in Marketing / Communications and/or related field.
  • User experience with Jira and other project management tools.
  • User experience with LiveRamp or equivalent connectivity platform.
  • Proficiency in BI tools such as Power BI.
  • Basic SQL skills for data governance, cataloging, and analysis.
  • Understanding of web tracking and Analytics.
  • Advanced skills in Excel.
  • Expertise in email marketing best practices, technologies, trends, and GDPR, CAN-SPAM laws.
  • Proven experience in A/B and multivariate test design, execution, and analysis.
  • Ability to communicate well with all levels within the organization.
  • Excellent analytical and documentation skills with a high level of accuracy.
  • Ability to thrive in a fast-paced environment.
  • Strong attention to detail, ability to prioritize multiple projects.
  • Strong Project Management skills.
  • Excellent presentation creation ability. Comfortable presenting to executives and cross-functional teams.
  • Strong analytical, organizational, and verbal/written communication skills essential.
  • 5+ years of Campaign Management, Business Intelligence, and Customer segmentation experience.
  • 3+ years of experience with agile methodology.
  • 5+ years of professional Advertising management experience.
  • 3+ years of experience using a CRM systems like Siebel and Salesforce.
  • 3+ years of experience using a CDP platform like Simon Data or Adobe CDP.
  • 3+ years of Responsys, Salesforce Marketing Cloud, Iterable or other Email Service Providers.
  • Experience building, evaluating, and testing data science models and their application to retention marketing.
  • 3+ years of experience in developing automative email journeys.
  • At least two (2) years of leadership experience leading a team preferred.
  • Excellent interpersonal skills that build trust, resulting in effective working relationships across the company.
  • Ability to anticipate how a decision made can affect other departments’ operations and/or morale.
  • Proactive, self-starter and is excited to learn about and implement new types of marketing program.
  • Cost-effective medical, dental and vision plans.
  • Employee Assistance Program and other mental health resources.
  • Company paid term life insurance and disability coverage.
  • 401(k) plan that includes a company match.
  • Employee Stock Purchase plan.
  • Paid Time Off.
  • Holidays – All full-time and part-time with benefits employees receive days off for 8 company-wide holidays, plus 2 additional floating holidays to be taken at the employee’s discretion.
  • Vacation Time – All full-time employees at the manager and below level start with 14 days/year; director and above level start with 19 days/year.
  • Sick Time – All full-time employees receive 80 hours of sick time each year.
  • Complementary stand-by cruises, employee discounts on confirmed cruises, plus special rates for family and friends.
  • Personal and professional learning and development resources including tuition reimbursement.
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