Sr. Manager, Casino Loyalty

Royal Caribbean Cruises Ltd•Miami, FL

10d•Onsite

About The Position

Royal Caribbean Group is seeking a full-time Senior Manager, Casino Loyalty to join their Hotel Operations Team. This role reports to the AVP, Casino Marketing and will be based onsite in Miami, Florida. The position is responsible for developing and executing strategies to enhance loyalty programs, drive customer engagement, and maximize player retention within the casino operations. This role oversees the global Casino Loyalty programs for Royal Caribbean International and Celebrity Cruises, with the potential to expand to future brands under the Royal Caribbean Group umbrella. The goal is to evolve existing programs and enhance programming and development to provide best-in-class products and services through innovation, increased trip frequency, internal and external relationships, and revenue growth.

Requirements

College degree in Business Management or related field.
Minimum 7 years of experience in Casino Marketing with experience in Casino Loyalty.
Must be willing to travel and work flexible hours.
Superior verbal and written communication skills.
Ability to present to internal and external groups.
Experience working closely with both corporate Marketing and IT departments.
Experience managing Casino Loyalty programs in both front and back of house.
Subject Matter Expert with loyalty clubs and members.
Vision and wireframing the integration of Casino loyalty programs.
Working with 3rd party loyalty platforms.
Integrating new loyalty solutions with existing databases.
Implementing additional benefits and refining Casino Loyalty.
Launching / Piloting Casino Loyalty App platforms for web / mobile channels.
Re-tiering Casino Loyalty programs.
Knowledge of common gaming metrics - how guest play is tracked and data is warehoused shoreside for analytical purposes.
Possess a combination of ethical leadership, inspiration, and creative thinking.
An empowered leader with problem-solving and decision-making qualities.
Ability to comprehend extensive, complicated procedures and instructions.
Strong organizational skills.

Nice To Haves

MBA is a plus.
Merging standalone loyalty programs is a plus.

Responsibilities

Develops, implements, and executes comprehensive loyalty program strategies for Royal Caribbean International’s Club Royale and Celebrity Cruises’ Blue Chip Club to drive player acquisition, retention, and engagement.
Develops and designs the roadmap for the future integration of casino loyalty programs, including architecture and long-term KPIs.
Develops holistic strategy and vision while providing direction and guidance for the Casino Loyalty roadmap.
Creates a unified Casino Loyalty Ecosystem that integrates Royal Caribbean International's Club Royale and Celebrity Cruises' Blue Chip Club into a common loyalty platform while preserving brand differentiation.
Oversees the day-to-day operations of the casino loyalty programs with shoreside and shipboard teams, ensuring smooth and effective operation.
Develops operational processes to ensure seamless delivery of program benefits and services.
Ensures accuracy of records and segmentation within the database for marketing purposes.
Monitors competitors’ programs and conducts competitive analysis to ensure the loyalty programming and benefits are most sought-after in the industry.
Analyzes player data to identify trends, preferences, and areas of improvement.
Uses guest insights, business intelligence, and market research to optimize loyalty initiatives and enhance customer satisfaction.
Works in conjunction with Brand loyalty platforms to incorporate casino value to the overall program.
Collaborates with internal teams and external partners to develop and deliver a best-in-class loyalty program.
Prepares and presents regular reports on program performance, guest insights, and key metrics to senior management.
Ensures all loyalty program activities comply with relevant regulations and guidelines.
Prepares audit process and SOPs to ensure compliance.
Ensures the team is adhering to all SQM and audit procedures.
Represents Casino and Onboard Revenue at industry events and meetings.
Maintains an understanding of strategic opportunities for both mass targeting and VIP segmentation.
Manages the successful implementation of new Casino Loyalty programs, on-time and on-target.
Provides support to the shipboard casino team.