Dir, Customer Marketing

Position Overview

Royal Caribbean Group’s Celebrity Cruises brand is seeking a full time Director, Global CRM Strategy and Customer Marketing reporting to the Vice-President, Global Media and Customer Marketing. This role is based on-site in Miami, Florida. The Director, Global CRM Strategy will spearhead the global strategy, development, execution, and performance of all direct-to-consumer marketing programs, driving segmentation, personalization, automation, and optimization across the consumer lifecycle including email, direct mail, lead acquisition, and pre-cruise marketing. Additionally, the role will define clear short- and long-term roadmaps and action plans to achieve marketing and brand KPIs.

Key Responsibilities

• Spearhead global strategy and lead execution and optimization to meet key KPI targets related to customer engagement, database quality, pre-cruise marketing, and revenue.
• Oversee highly personalized communication with Celebrity guests across international markets by developing global segmentation and targeting strategies and partnering with BI and Web Analytics teams.
• Leverage analytical and operational skills to improve marketing performance and drive customer activation, retention, loyalty, and reactivation through segmented campaigns and optimized creative initiatives.
• Utilize global business intelligence to analyze campaign performance, shopping behavior, and conversion metrics, translating insights into actionable CRM enhancements.
• Apply leadership in AI and automated personalization to explore and implement new CRM capabilities for consistent and relevant campaigns.
• Develop and execute global A/B testing strategies, identify challenges, and create innovative solutions for personalized customer communications.
• Establish and manage a clear process to intake global CRM requests, ensuring prioritization based on business impact and transparent communication on timelines and development.
• Deliver comprehensive short-term and long-term customer marketing strategies across all channels including email, direct mail, lead acquisition, pre-cruise, and Casino guest marketing.
• Collaborate with cross-functional teams such as Revenue Management, Contact Center, Sales, and others to ensure holistic brand communications and optimized customer journeys.
• Foster and empower a cross-functional team of marketers, encouraging continuous communication, testing, operational improvements, and professional development.

Required Qualifications

• Bachelor’s degree in Marketing, Management, Communications, or a related field (Master’s degree preferred).
• 10+ years of experience in CRM, email marketing, direct mail, lead acquisition, consumer lifecycle management, user-experience, and analytics.
• Proven experience in managing teams with a preference for candidates with global experience.
• Proficiency in tools such as Journey Builder or similar marketing automation platforms.
• Expertise in AI and automated personalization at scale.
• Strong knowledge of email best practices, including list segmentation, messaging, deliverability, and compliance with CAN-SPAM/anti-spam regulations.
• Ability to develop, execute, and communicate a long-term strategic vision while managing immediate priorities.
• Skilled in data analysis to measure success and build compelling stories with performance data.
• Excellent communication skills with a confident and decisive demeanor when working with business leaders.
• Entrepreneurial drive paired with strong judgment and leadership skills.
• Self-starter capable of working with minimal direction while effectively leading others.
• Experience collaborating with cross-functional roles including creatives, engineers, business analysts, and digital marketers.
• Understanding of Adobe Marketing Cloud products such as Adobe Site Catalyst, Adobe Audience Manager, Adobe Experience Manager, Adobe Target Standard, and Adobe Dynamic Tag Manager.
• Ability to multi-task, meet deadlines, and maintain a high level of attention to detail and creativity.
• Proficiency in project management and key computer applications (Excel, PowerPoint, Outlook).

Benefits & Perks

• Competitive Compensation & Benefits Package
• Excellent Career Development Opportunities