- Leads the channel marketing teams (Email, Direct Mail, and Shared Service resources on Database Management) to drive innovation while guaranteeing best-in-class execution of strategy, leveraging deep technical knowledge of data systems, customer data, and marketing automation platforms.
- Ensures successful activation of the Seabourn loyalty program. Develops relevant messages to motivate loyalty program members to rebook and continue cruising with Seabourn. In addition, this role is responsible for partnering with the relevant teams to manage the milestone gift program.
- Synthesizes reporting and insights to make broad strategy and in-season adjustments to audience strategy, cadence and frequency, and content strategies across email, direct mail, and other owned channels.
- Maps out the entire lifecycle marketing strategy, including the email automation and cross-channel journey roadmap, and build out of associated journey flows by the team.
- Communicates regularly with executive stakeholders regarding email and direct mail calendars, key test results, and the status of major initiatives, providing recommendations on strategic shifts and prioritization.
- Spearheads the testing and integration of new channels into the lifecycle portfolio and broader journey such as SMS and Push notifications.
- Leads the strategy on propensity modelling and data enrichment roadmap for the Seabourn database to identify high-value and potential segments for targeting.
- Reviews email and direct mail content and creative for compliance to brand standards and the strategic brief as necessary.
- Drives all future technology decisions with respect to the guest journey and synthesis of communications across all potential sources: marketing, Personal Cruise Consultants, and guest operational communications.
- Reviews email and direct mail content and creative for compliance to brand standards and the strategic brief as necessary.
- Maintains all privacy standards and interfaces with relevant MarTech and database team members to ensure the safeguarding of PII across relevant jurisdictions, particularly with regard to onboarding and scoring of new leads.
- Assist the Personal Cruise Consultant team in building templates and advise on list selection and cross-campaign initiatives.
- Advise on Salesforce-related database and tech initiatives to tie communications with advisors to marketing communications and initiatives.
- Minimum of 10 years' experience in marketing with increasing levels of responsibility and clear specialization in tech-enabled retention and lifecycle marketing. Hospitality and luxury brand highly preferred.
- Experience working and troubleshooting in ESPs or MAPs such as Responsys, Iterable, Braze, Listrak, Sailthru, etc.
- Experience developing and analyzing reporting in business visualization packages such as Power BI and Looker.
- Deep experience with A/B testing and channel incrementality analysis.
- Experience in integrated marketing and calendar management.
- Demonstrated leadership skills, with a track record of developing high-performing teams.
- Strong process hands and the ability to drive teams to goals and outcomes.
- Detail orientation and acumen for brand standards.
- Executive communication skills and the ability to neatly and quickly synthesize data for broader consumption.
- Ability to work successfully across functions and teams in a matrixed environment.
- Experience working with data science and database teams to evaluate and test advanced analytics models preferred.
- HTML/CSS coding experience preferred.
- SQL experience preferred.
- Must be legally authorized to work in the United States. Holland America is unable to sponsor or take over sponsorship of employment visas at this time (e.g., H-1B status).
- Cruise and Travel Privileges for You and Your family
- Health Benefits
- 401(k)
- Employee Stock Purchase Plan
- Training & Professional Development
- Tuition & Professional Certification Reimbursement
- Rewards & Incentives
- Base Salary Range: $119,900.00-$161, The range is applicable for the labor market where the role is intended to be hired. Final base salary is directly related to each candidates' qualifications and experience uniquely.
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Director, Loyalty - Seattle, United States - Holland America Group
Description
Job DescriptionAt Seabourn, we are passionate about travel. We believe that traveling for pleasure has a redemptive power that enriches people's lives. And we believe that people should travel well. Seabourn pioneered small-ship, ultra-luxury cruising, and continues to represent the pinnacle of that unique style of travel.
We're looking for an amazing Marketing professional to fill this role, which is based in our Seattle office. As Director, Loyalty & Lifecycle Marketing you'll be the strategic leader for all core owned channels, including direct mail, email, and SMS, and will manage both content and performance to encourage the conversion of leads and repeat guests into new bookings. You'll also serve as Seabourn's liaison with the database team to build segmentation and related models and shape major technology decisions related to cross-channel orchestration and data flow automation. With these responsibilities, you'll drive nearly 50% of Seabourn's booking activity in both direct and travel advisor channels and will lead and coach a team to execution of cohesive cross-channel journeys for customers that are both performant and brand right. You'll also be responsible for the management, activation and evolution of the Seabourn loyalty program.
Here's a summary of what Seabourn is looking for in its Director, Loyalty & Lifecycle Marketing. Is this you?
Responsibilities
What You Can Expect
Our highest responsibility and top priority is compliance, environmental protection and the health, safety and well-being of our guests, the people in the communities we touch and serve, and our shipboard and shoreside employees. Please visit our site to learn more about our Culture Essentials, Corporate vision Statement and our Core Values at:
Seabourn is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to age, ancestry, color, family or medical care leave, gender identity or expression, genetic information, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran status, race, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable laws, regulations and ordinances.
Americans with Disabilities Act (ADA)
Seabourn will provide reasonable accommodations with the application process, upon your request, as required to comply with applicable laws. If you have a disability and require assistance in this application process, please contact
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