Senior Director, Loyalty

Norwegian Cruise Line•Miami, FL

About The Position

The Senior Director, Loyalty owns the strategic vision and direction for NCL's loyalty and co-branded credit card portfolio, strengthening guest engagement, retention, repeat business, and lifetime value. This role sets the multi-year roadmap for the continued evolution of NCL's Latitudes loyalty program, including its tier structure, member benefits, and points strategy, as well as the co-branded credit card partnership that extends and monetizes that loyalty relationship. The Senior Director builds and leads the Loyalty organization, develops the next layer of loyalty leadership, and serves as the primary executive-facing voice for an integrated approach to loyalty and personalization throughout the guest journey.

Requirements

Bachelor's Degree in Marketing, Business Administration, Hospitality Management, or related field.
Minimum 8 years of experience in loyalty marketing, Customer Relationship Management (CRM), or a related discipline.
At least 4 years of experience leading teams.
Experience managing consumer loyalty programs, including strategy, program operations, tier and benefit design, and performance management.
Experience with co-branded credit card partnerships, including program benefits, acquisition strategy, and member value proposition, required.
Experience using segmentation, behavioral data, and personalization to improve customer engagement, retention, and other measurable business outcomes.
Experience with enterprise loyalty management platforms (e.g., Epsilon PeopleCloud Loyalty, Kobie Loyalty Cloud, Antavo, Capillary, or a comparable loyalty engine) to manage program rules, tiers, points, and rewards.
Experience partnering with Legal and Compliance teams on loyalty program terms and conditions, member data privacy, unclaimed property and escheatment requirements for points and rewards, and compliance with card network and financial services regulations governing co-branded credit card partnerships.
Experience operating within a matrixed organization and driving outcomes through cross-functional partnerships and influence.
Strong understanding of loyalty program strategy and the relationship between loyalty, guest engagement, retention, repeat business, and customer lifetime value.
Strong analytical skills with the ability to evaluate loyalty and co-branded credit card performance and connect program metrics to broader guest and business outcomes.
Ability to use guest data, behavioral insights, segmentation, and testing to develop and optimize relevant loyalty offers and experiences.
Working knowledge of loyalty program benchmarking and industry trends, with the ability to evaluate Latitudes against loyalty programs across cruise and other travel and hospitality sectors.
Strong knowledge of co-branded credit card program structures, economics, and partnership management, including financial modeling and forecasting to support program performance and growth.
Working knowledge of applicable data privacy and marketing communications requirements for a global guest base, including consent, preference management, and opt-out requirements.
Strong leadership and people management skills with the ability to establish accountability, coach and develop talent, and lead teams responsible for loyalty programs.
Strong cross-functional collaboration and influencing skills with the ability to align stakeholders and drive outcomes within a matrixed organization.
Ability to translate loyalty strategies into clear roadmaps, priorities, and measurable business outcomes.
Strong written and verbal communication skills with the ability to communicate strategy, priorities, performance, and recommendations to executive stakeholders and translate strategic direction into actionable priorities for the team.

Nice To Haves

Experience with multi-brand loyalty programs, including managing differentiated reward structures or value propositions across multiple brands within a single portfolio, a plus.
Experience within travel, hospitality, cruise, retail, airlines, or another consumer-focused business with complex customer journeys preferred.

Responsibilities

Lead loyalty program strategy by driving the continued evolution of NCL's Latitudes loyalty program, including tier structure, member benefits, and points strategy, to support guest retention, repeat business, and lifetime value.
Advance personalized loyalty offers and benefits using guest data and behavior to improve the relevance of loyalty communications and offers and drive measurable improvements in guest engagement and retention.
Lead co-branded credit card strategy, managing the partnership with the issuing bank to evolve program benefits, acquisition strategy, and member value proposition, and integrating card benefits into the broader loyalty experience.
Build and lead the Loyalty team responsible for loyalty program and co-branded credit card operations, establishing clear priorities, accountability, and performance expectations while coaching and developing team members.
Maximize the effectiveness of spend through thoughtful budgeting and operational management to deliver outcomes as efficiently as possible, with demonstrated ability to track spend, process invoices, and ensure key initiatives are delivered on time and within budget.
Benchmark Latitudes and the co-branded credit card program against loyalty programs across cruise and other travel and hospitality sectors to identify opportunities and inform strategy.
Partner closely with teams across the organization to manage and execute the Latitudes program both onboard and ashore, including Hotel Operations, Guest Services/CruiseNext, Sales, and other key cross-functional partners.
Own the end-to-end planning, execution, and hosting of the annual Latitudes Cruise.
Partner across Design, Content Strategy and Personalization, and Optimization and Testing to align messaging, creative, offers, and experiences with loyalty objectives and incorporate continuous testing and optimization.
Align loyalty priorities with CRM, Product, and Content leaders to coordinate strategies, roadmaps, and initiatives and deliver an integrated digital guest experience across functions.
Analyze and communicate loyalty and co-branded credit card program performance to key stakeholders, providing visibility into program health, business outcomes, priorities, and risks.
Perform other job-related duties as assigned.