Sr. Manager, Customer and Lifecycle Marketing

Royal Caribbean Cruises Ltd•Miami, FL

20d•Onsite

About The Position

The Senior Manager of Customer and Lifecycle Marketing owns the global strategy, roadmap, execution, and performance framework for revenue-driving guest communications across the pre-cruise and onboard journey. The role covers Shore Excursions, Spa, Internet, Dining, Beverage, Photo, and other onboard offerings, and works in close partnership with the Onboard Revenue team to align strategy, execution, and reporting. It drives data-informed segmentation, personalization, and return-on-investment optimization across email, app, web, and other digital channels, while building scalable processes and championing automation and AI-informed solutions. The position develops integrated promotional plans, automated lifecycle programs, merchandising strategies, and funnel and conversion initiatives. It prioritizes work by business impact and adapts strategy in real time across the booked guest journey. The role also manages, coaches, and develops the Pre-Cruise Guest Commerce marketing team and collaborates across global and enterprise stakeholders to meet Marketing, Onboard Revenue, and business goals. It is based in Miami and reports to the AVP, Global Media & Customer Strategy.

Requirements

Bachelor’s degree in Marketing, Management, Communications, or a closely related field.
10 or more years of progressive experience in CRM, lifecycle marketing, digital marketing, e-commerce, guest/customer experience, content strategy, personalization, and analytics, with demonstrated ability to develop strategy and produce measurable business results.
Knowledge of Journey Builder or a similar tool.
Knowledge and management of automation and/or AI personalization at scale.
Ability to develop, execute, and communicate a long-term strategic vision while balancing immediate priorities and opportunities.
Ability to analyze user and performance data, establish clear measures of success, and communicate findings through compelling data-driven stories.
Confidence, composure under pressure, decisiveness when working with business leaders, strong communication, and business acumen.
Entrepreneurial drive, sound judgment, and strong leadership skills.
Self-starter able to work with minimal direction and lead others.
Experience understanding cross-functional roles and opportunities involving creative teams, information architects, back-end application engineers, business analysts, quality assurance leads, traditional and digital marketers, front-end developers, and digital analytics managers.
Ability to multitask, manage and meet deadlines, and work with strong attention to detail and creativity.
Excellent verbal and written communication skills.
Strong follow-through and attention to detail.
Strong project management skills and computer skills, including Excel, PowerPoint, and Outlook.

Nice To Haves

Master’s degree.
Pre-cruise experience.

Responsibilities

Own short- and long-term global strategy, roadmaps, execution, and optimization for pre-cruise and onboard commercial marketing programs, with accountability for annual Pre-Cruise and Onboard Revenue targets and KPIs.
Partner with the Director and AVP to establish mid- and long-term roadmaps aligned with key stakeholders.
Lead pre-cruise promotions, including segmented offers, personalized messaging, push notification strategy, and A/B testing to increase engagement and purchase conversion.
Develop personalized guest journeys across booked-guest touchpoints using segmentation, behavioral data, engagement tools, automation, and targeting in partnership with Web/MCC, App, Analytics, CRM, and channel teams.
Represent Marketing and onboard experience needs in strategic and capital projects so that pre-cruise marketing priorities are included in planning and execution.
Translate performance insights, guest behavior, and commercial priorities into segmented campaigns, behavioral triggers, channel strategies, creative testing plans, cross-sell and upsell strategies, and recommendations to improve activation, reactivation, retention, and conversion.
Adapt to commercial needs when information is incomplete.
Manage, coach, and develop the Pre-Cruise Guest Commerce marketing team, setting priorities and aligning responsibilities with revenue goals.
Work with global teams to align on strategy.
Partner with the PCP performance lead and BI teams to establish and improve performance measurement.
Use analytics and reporting—including hybris analytics, product-level reporting, traffic-source analysis, conversion by page and segment, time to sailing, promotional performance, and campaign impact—to guide decisions and platform enhancements.
Own and improve scalable intake, prioritization, and governance for Onboard Revenue and cross-functional requests, focusing resources on high-impact opportunities and effective delivery timelines.
Partner with Demand EM channel owners, Web/MCC commerce teams, Digital, and Analytics to advance roadmaps, identify performance barriers, and lead cross-functional problem-solving.
Identify, evaluate, and activate CRM, digital, CDP, behavioral, automation, and AI-informed data opportunities to improve personalization, segmentation, offer strategy, lifecycle automation, and guest relevance.
Lead enterprise efforts to increase guest reachability and engagement across email, app, web, push notifications, and emerging communication channels.
Collaborate with Onboard Revenue, Revenue Management, Contact Centers, Trade Support Services, Digital, Creative, BI/Data Science, Go to Market, and Brand to optimize the booked guest journey commercially and operationally while maintaining Celebrity Cruises’ premium brand standards.
Foster and hold accountable a cross-functional group of marketers and business partners through clear communication, shared goals, operational rigor, insight-driven decisions, continuous improvement, innovation, and collaboration.
Perform other duties as required.