Senior Manager, Lifecycle Engagement & CRM

AmaWaterways, LLC•Calabasas, CA

5h•$130,000 - $145,000

About The Position

At AmaWaterways, we believe meaningful careers begin with purpose, passion and a shared commitment to delivering unforgettable experiences. For those who value curiosity, connection and personal enrichment, AmaWaterways offers the opportunity to help craft meaningful river journeys that invite travelers to follow their own current. Built on a foundation of heartfelt hospitality, we treat our guests—and each other—with genuine care, warmth and respect. AmaWaterways fosters a collaborative environment both onboard our ships and across our global network of offices, where team members grow together, support one another and take pride in upholding the high standards and thoughtful service our company is known for. We invite talented, motivated professionals to explore our career opportunities and begin their journey with AmaWaterways today. Position Summary The Senior Manager, Lifecycle Engagement is responsible for building and executing a modern, globally enabled lifecycle strategy across the entire guest journey, spanning prospects, guests, and travel advisor partners. This role focuses on translating strategic vision into actionable programs and scalable journeys, while working closely with the SVP of Marketing to shape lifecycle strategy and priorities. The Senior Manager will help operationalize a unified approach to engagement across digital and offline touchpoints, ensuring every interaction, from initial discovery through post-cruise advocacy, is coordinated, data-driven, and experience-led. Through strong cross-functional collaboration, this role partners across marketing, product, operations, revenue management, sales, and technology to activate opportunities for deeper engagement, personalization, and long-term value creation. The ideal candidate is both a strategic thinker and hands-on operator who combines customer insight, CRM expertise, and executional excellence to drive measurable business impact.

Requirements

7–10 years of experience in lifecycle marketing, CRM, or customer engagement
Experience executing lifecycle strategies across full-funnel customer journeys
Strong working knowledge of segmentation, personalization, and customer data
Experience working across both direct-to-consumer and partner ecosystems
Proven ability to collaborate cross-functionally beyond marketing, including with product and operations teams
Experience with CRM and marketing technology platforms (Salesforce or similar)
Strong analytical mindset with ability to translate insights into action
Strong executor with ability to operationalize strategic vision
Deep understanding of the customer journey and lifecycle marketing principles
Highly collaborative with strong cross-functional partnership skills
Data-driven and results-oriented
Detail-oriented with ability to manage multiple programs simultaneously

Responsibilities

Partner closely with the SVP of Marketing to help define and evolve lifecycle engagement strategy across acquisition, pre-cruise, onboard, and post-cruise experiences
Translate lifecycle strategy into clear roadmaps, programs, and journey frameworks
Support the development of a cohesive end-to-end guest and advisor journey across all touchpoints
Execute and continuously optimize lifecycle programs spanning onboarding, engagement, retention, loyalty, and win-back
Identify and activate opportunities to increase customer lifetime value, repeat engagement, and direct bookings
Collaborate with Product, Operations, Revenue Management, Sales, and Technology teams to ensure lifecycle strategies are effectively executed across the full guest experience
Help bridge marketing strategy with real-world guest interactions, ensuring alignment across pre-travel, onboard, and service touchpoints
Support cross-functional initiatives that connect data, teams, and touchpoints into a unified engagement model
Lead execution of lifecycle programs across core audiences: Prospects: lead generation and nurturing; Guests: pre-, during, and post-cruise lifecycle; Travel advisors: engagement and retention
Ensure lifecycle touchpoints are orchestrated into a seamless and connected experience across channels
Partner with internal teams to align lifecycle campaigns with broader marketing and sales initiatives
Execute structured lead management and nurturing programs
Support segmentation and engagement strategies that move prospects through the funnel efficiently
Activate behavior-based journeys to improve conversion rates
Align with sales and trade teams to connect advisor-driven and direct lead flows
Partner with IT and Data teams to support lifecycle data strategy and governance
Ensure lifecycle programs are powered by accurate, unified, and actionable data
Execute segmentation strategies across audiences to improve targeting and engagement
Support the shift toward more personalized and dynamic engagement using behavioral insights
Develop and scale lifecycle programs across all stages, including: Prospect nurturing and conversion; Pre-cruise engagement and preparation; Onboard and in-journey engagement; Post-cruise retention, loyalty, and advocacy; Advisor engagement and enablement
Implement content-driven and experience-led approaches to enhance both guest and advisor relationships
Track and manage performance metrics tied to acquisition, conversion, engagement, retention, and revenue
Translate data and insights into clear optimization actions
Support a test-and-learn culture across lifecycle initiatives
Monitor performance trends and continuously refine programs to improve outcomes
Partner with Digital and IT teams to ensure CRM and marketing technology effectively supports lifecycle programs
Support enhancements to CRM platforms, data integration, and activation capabilities
Ensure systems enable seamless execution across channels