Manager, New Audience Development

Windstar Cruises•Miami, FL

12h•Onsite

About The Position

Windstar Cruises, awarded World’s Best Small Ship Cruise line, is known for its intimate yacht style experience and unique voyages. The company's mission is to imagine and deliver personalized and immersive experiences 180 degrees from ordinary, enriching people’s perspective through inspired travel. The Manager, New Audience Development is responsible for identifying, developing, and activating high-value niche audience segments to drive demand for Windstar’s new destination-led products and experiences. This role focuses on audience strategy, segmentation, partnerships, and content activation, ensuring new products are launched with clearly defined target audiences, compelling messaging, and scalable demand-generation models. As part of the cross-functional New Experiences Task Force, the Manager collaborates with New Product Development and New Experience Development to align audience strategy, guest communications, and journey touchpoints. This role owns the audience lens within the task force and is accountable for building awareness, engagement, and conversion within priority niche segments.

Requirements

8–10+ years of experience in lifestyle, luxury, sports, or travel marketing.
Demonstrated experience marketing to niche or high-affinity audiences (e.g., equestrian, golf, river cruise, or similar).
Proven success in partnership development and co-branded marketing initiatives.
Strong audience strategy and segmentation expertise, including CRM-driven lifecycle marketing.
Experience developing and briefing creative content across channels.
Analytical mindset with the ability to track performance against KPIs and optimize campaigns.
Highly collaborative communicator with the ability to influence across Marketing, Product, and Operations.
Comfortable operating in a test-and-learn environment supporting pilots and new initiatives.

Nice To Haves

CRM expertise (HubSpot preferred).
Experience supporting product or experience launches in travel or hospitality.
Familiarity with PR, influencer marketing, and partnership-led growth models.
Experience working within cross-functional or matrixed team structures.

Responsibilities

Define and develop comprehensive audience profiles and ideal customer profiles (ICPs) for priority niche segments (e.g., equestrian, golf, river cruise converters).
Design CRM driven segmentation and lifecycle journeys aligned to audience motivations, decision behaviors, and booking pathways.
Identify growth opportunities, acquisition levers, and messaging frameworks unique to each niche audience.
Develop full funnel audience activation strategies supporting new product pilots and launches.
Translate audience insights into campaign strategies that drive awareness, engagement, and conversion.
Align demand plans with product launch timelines, itinerary deployment, and seasonal audience moments.
Identify, evaluate, and establish partnerships with relevant organizations, events, communities, publications, and influencers aligned to target niche audiences.
Develop co marketing and partnership programs that support list growth, content amplification, and qualified demand generation.
Build long term partner activation plans aligned to product roadmaps and deployment schedules.
Partner closely with Creative and Content teams to develop compelling, audience specific storytelling and campaign assets.
Translate audience insights into content pillars, creative briefs, and messaging frameworks.
Ensure content and toolkits are delivered for internal stakeholders and travel advisors to support consistent messaging.
Develop content strategies aligned with audience specific moments (e.g., competitions, seasonal cycles, major events).
Work with New Product Development to align audience strategy with approved product concepts, positioning, and value propositions.
Collaborate with New Experience Development to ensure guest communications, onboard messaging, and journey touchpoints align with delivery models.
Participate actively in NET operating rhythms, including standups, steering reviews, and shared workflows.
Track and report on audience growth, lead acquisition, content engagement, PR reach and quality, and contribution to demand for new products.
Monitor early indicators of audience to pilot velocity and campaign effectiveness.
Use insights to refine segmentation, messaging, and activation strategies over time.