Loyalty Marketing, Senior Manager
Carnival Corporation
7 days ago
Full-time
On-site
Seattle
Holland America Line has been exploring the world since 1873. Our ships offer
innovative features and enriching experiences focused on destination exploration
and personalized travel, inviting guests to savor the journey.
We are looking for a Senior Manager, Loyalty Marketing. The Senior Manager,
Loyalty Marketing will oversee loyalty program strategy, guest segmentation,
benefit optimization, and personalized communications across the guest journey.
Partnering closely with Brand Marketing, Digital, Guest Experience, Revenue
Management, and Data & Analytics, the Senior Manager ensures that loyalty
initiatives are insight-driven, measurable, and aligned to commercial goals. The
role requires a blend of strategic thinking, data fluency, creativity, and
operational excellence, with a strong understanding of CRM, loyalty economics,
and consumer behavior.
Here’s a summary of what Holland America Line is looking for. Is this you?
Responsibilities:
* Strategy Development: Lead the end‑to‑end development of a comprehensive,
multi‑year Loyalty vision and strategy for both Holland America Line and
Seabourn. Drive strategic alignment across senior and executive leadership,
delivering high‑impact presentations, securing cross‑functional buy‑in, and
guiding decision‑making to ensure the strategy advances brand, commercial,
and guest‑experience goals.
* Innovation: Identify and prioritize enhancements to loyalty offerings based
on guest insights, competitive analysis, and performance data.
* Execution: Create and deploy marketing campaigns to drive commercial goals.
* Data Analysis: Analyze loyalty campaign performance and provide insights to
optimize future campaigns.
* Collaboration: Serve as a strategic partner to Revenue Management, Sales,
Brand Marketing, Contact Center, and Guest Experience teams to align loyalty
initiatives with commercial priorities.
* Process and Budget Management: Manage and maintain all enterprise collateral.
Lead the Loyalty budget and manage end‑to‑end vendor sourcing, approvals, and
contract signing, ensuring gift inventory stays reliably stocked through
smart forecasting and purchasing.
* Reporting: Own Loyalty KPIs including retention, rebooking rate, and guest
lifetime value. Manage campaigns and ensure optimal ROI through data-driven
decision-making.
Knowledge & Skills:
* The Senior Manager, Loyalty Marketing will: Own development of comprehensive
multi-year loyalty strategies for both Holland America Line and Seabourn
programs that align with business goals. Own loyalty marketing creation and
deployment. Own loyalty marketing KPIs include retention, rebooking rate, and
guest lifetime value. Manage campaign budgets and ensure optimal ROI through
data-driven decision-making. Serve as a strategic lead to Guest Experience,
Contact Center, Revenue Management, Sales, and Brand Marketing teams to align
loyalty initiatives with commercial priorities. Analyze campaign performance
and provide actionable insights to optimize future campaigns. Lead innovation
with Loyalty Programs by identifying emerging trends, piloting new
technologies, and solving complex challenges related to guest engagement and
retention.
* Complexity of Situations: The Senior Manager, Loyalty Marketing will
encounter a variety of complex marketing challenges, including optimizing
campaigns for different customer segments, improving open and click-through
rates, and integrating loyalty marketing efforts with other digital marketing
channels. Analytical Skills: The role requires strong analytical skills to
interpret data from loyalty campaigns, identify trends, and make data-driven
decisions to enhance campaign performance. Creative Solutions: The individual
must develop innovative strategies to engage customers and drive conversions,
often needing to think outside the box to create compelling email content and
designs. Innovation: Lead innovation in loyalty marketing by identifying
emerging trends, piloting new technologies, and solving complex challenges
related to guest engagement and retention.
* Business Impact: The Senior Manager, Loyalty Marketing owns Holland America
Line and Seabourn's loyalty program KPIs including retention, rebooking rate,
and guest lifetime value. Manage campaign budgets and ensure optimal ROI
through data-driven decision-making.
* Brand Representation: This role is responsible for maintaining and enhancing
the Holland America brands through loyalty communications, ensuring that all
content aligns with the brand's voice and values. Cross-functional
Collaboration: The individual drives enterprise-wide alignment on Loyalty
strategy by influencing senior and executive leaders, securing
cross‑functional buy‑in, and shaping decisions that unlock brand growth,
commercial performance, and a measurably better guest experience. Deliver
company vision: Translate Holland America and Seabourn's brand
vision—delivering unforgettable happiness to our guests—into personalized,
memorable lifecycle communications that deepen guest loyalty and emotional
connection.
* Cross-functional Management: The individual will serve as a strategic partner
to Guest Experience, Contact Center, Revenue Management, Sales, and Brand
Marketing teams to align loyalty initiatives commercial priorities. Resource
Allocation: The role involves managing the budget for loyalty marketing
campaigns, ensuring resources are allocated effectively to maximize ROI.
Strategic Direction: The individual will set the strategic direction for
loyalty marketing initiatives, aligning them with broader company goals and
marketing strategies. This includes developing long-term plans and setting
measurable objectives for the team.
Requirements
* Bachelor’s Degree in Marketing, Business, Communications, or a related field.
Master’s Degree preferred. Minimum Experience (if preferred but not
required, list as such):
* Minimum of 10 years of experience in loyalty or lifecycle marketing.
* Proven track record of developing and executing successful loyalty, payment,
or subscription value propositions.
* Experience with CRM, marketing automation platforms, and email service
providers.
Minimum Qualifications (if preferred but not required, list as such):
* Intermediate knowledge of HTML, CSS, Dreamweaver or Sublime. Strong
understanding of email marketing best practices, including segmentation,
personalization, and A/B testing.
* Deep understanding of loyalty program economics and value drivers.
* Data-driven mindset with the ability to analyze and interpret complex data
sets.
* Excellent leadership and team management skills.
* Strong project management skills with the ability to manage multiple
priorities and deadlines.
* Exceptional communication and collaboration skills.
* Proficiency in HTML and email design best practices.
* Minimum Qualifications (if preferred but not required, list as such):
* Proven experience establishing strong collaborative relationships across
varied sets of stakeholders
* Ability to manage time and multiple priorities with a variety of internal and
external stakeholders
Travel: No or very little travel likely
Work Conditions: Work primarily in a climate-controlled environment with minimal
safety/health hazard potential.
Physical Demands: Remain in a stationary position at a desk and/or computer for
extended periods of time, reasonable adjustments will be offered.
This position is classified as “in-office.” As an in-office role, it requires
employees to work from a designated Carnival office in South Florida Monday
through Thursday each week.
What You Can Expect
* Cruise and Travel Privileges for You and Your Family
* Health Benefits
* 401(k)
* Employee Stock Purchase Plan
* Training & Professional Development
* Tuition & Professional Certification Reimbursement
* Base Salary Range: $88,100 to $119,000 The range is applicable for the labor
market where the role is intended to be hired. Final base salary is directly
related to each candidate’s qualifications and experience uniquely.
Our Culture…Stronger Together
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: https://www.hollandamerica.com/en_US/our-company/mission-values.html
[https://www.hollandamerica.com/en_US/our-company/mission-values.html]
Holland America 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)
Holland America 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 recruiting@hollandamericagroup.com [recruiting@hollandamericagroup.com]
#HAL
#LI-Hybrid
#LI-SF1
innovative features and enriching experiences focused on destination exploration
and personalized travel, inviting guests to savor the journey.
We are looking for a Senior Manager, Loyalty Marketing. The Senior Manager,
Loyalty Marketing will oversee loyalty program strategy, guest segmentation,
benefit optimization, and personalized communications across the guest journey.
Partnering closely with Brand Marketing, Digital, Guest Experience, Revenue
Management, and Data & Analytics, the Senior Manager ensures that loyalty
initiatives are insight-driven, measurable, and aligned to commercial goals. The
role requires a blend of strategic thinking, data fluency, creativity, and
operational excellence, with a strong understanding of CRM, loyalty economics,
and consumer behavior.
Here’s a summary of what Holland America Line is looking for. Is this you?
Responsibilities:
* Strategy Development: Lead the end‑to‑end development of a comprehensive,
multi‑year Loyalty vision and strategy for both Holland America Line and
Seabourn. Drive strategic alignment across senior and executive leadership,
delivering high‑impact presentations, securing cross‑functional buy‑in, and
guiding decision‑making to ensure the strategy advances brand, commercial,
and guest‑experience goals.
* Innovation: Identify and prioritize enhancements to loyalty offerings based
on guest insights, competitive analysis, and performance data.
* Execution: Create and deploy marketing campaigns to drive commercial goals.
* Data Analysis: Analyze loyalty campaign performance and provide insights to
optimize future campaigns.
* Collaboration: Serve as a strategic partner to Revenue Management, Sales,
Brand Marketing, Contact Center, and Guest Experience teams to align loyalty
initiatives with commercial priorities.
* Process and Budget Management: Manage and maintain all enterprise collateral.
Lead the Loyalty budget and manage end‑to‑end vendor sourcing, approvals, and
contract signing, ensuring gift inventory stays reliably stocked through
smart forecasting and purchasing.
* Reporting: Own Loyalty KPIs including retention, rebooking rate, and guest
lifetime value. Manage campaigns and ensure optimal ROI through data-driven
decision-making.
Knowledge & Skills:
* The Senior Manager, Loyalty Marketing will: Own development of comprehensive
multi-year loyalty strategies for both Holland America Line and Seabourn
programs that align with business goals. Own loyalty marketing creation and
deployment. Own loyalty marketing KPIs include retention, rebooking rate, and
guest lifetime value. Manage campaign budgets and ensure optimal ROI through
data-driven decision-making. Serve as a strategic lead to Guest Experience,
Contact Center, Revenue Management, Sales, and Brand Marketing teams to align
loyalty initiatives with commercial priorities. Analyze campaign performance
and provide actionable insights to optimize future campaigns. Lead innovation
with Loyalty Programs by identifying emerging trends, piloting new
technologies, and solving complex challenges related to guest engagement and
retention.
* Complexity of Situations: The Senior Manager, Loyalty Marketing will
encounter a variety of complex marketing challenges, including optimizing
campaigns for different customer segments, improving open and click-through
rates, and integrating loyalty marketing efforts with other digital marketing
channels. Analytical Skills: The role requires strong analytical skills to
interpret data from loyalty campaigns, identify trends, and make data-driven
decisions to enhance campaign performance. Creative Solutions: The individual
must develop innovative strategies to engage customers and drive conversions,
often needing to think outside the box to create compelling email content and
designs. Innovation: Lead innovation in loyalty marketing by identifying
emerging trends, piloting new technologies, and solving complex challenges
related to guest engagement and retention.
* Business Impact: The Senior Manager, Loyalty Marketing owns Holland America
Line and Seabourn's loyalty program KPIs including retention, rebooking rate,
and guest lifetime value. Manage campaign budgets and ensure optimal ROI
through data-driven decision-making.
* Brand Representation: This role is responsible for maintaining and enhancing
the Holland America brands through loyalty communications, ensuring that all
content aligns with the brand's voice and values. Cross-functional
Collaboration: The individual drives enterprise-wide alignment on Loyalty
strategy by influencing senior and executive leaders, securing
cross‑functional buy‑in, and shaping decisions that unlock brand growth,
commercial performance, and a measurably better guest experience. Deliver
company vision: Translate Holland America and Seabourn's brand
vision—delivering unforgettable happiness to our guests—into personalized,
memorable lifecycle communications that deepen guest loyalty and emotional
connection.
* Cross-functional Management: The individual will serve as a strategic partner
to Guest Experience, Contact Center, Revenue Management, Sales, and Brand
Marketing teams to align loyalty initiatives commercial priorities. Resource
Allocation: The role involves managing the budget for loyalty marketing
campaigns, ensuring resources are allocated effectively to maximize ROI.
Strategic Direction: The individual will set the strategic direction for
loyalty marketing initiatives, aligning them with broader company goals and
marketing strategies. This includes developing long-term plans and setting
measurable objectives for the team.
Requirements
* Bachelor’s Degree in Marketing, Business, Communications, or a related field.
Master’s Degree preferred. Minimum Experience (if preferred but not
required, list as such):
* Minimum of 10 years of experience in loyalty or lifecycle marketing.
* Proven track record of developing and executing successful loyalty, payment,
or subscription value propositions.
* Experience with CRM, marketing automation platforms, and email service
providers.
Minimum Qualifications (if preferred but not required, list as such):
* Intermediate knowledge of HTML, CSS, Dreamweaver or Sublime. Strong
understanding of email marketing best practices, including segmentation,
personalization, and A/B testing.
* Deep understanding of loyalty program economics and value drivers.
* Data-driven mindset with the ability to analyze and interpret complex data
sets.
* Excellent leadership and team management skills.
* Strong project management skills with the ability to manage multiple
priorities and deadlines.
* Exceptional communication and collaboration skills.
* Proficiency in HTML and email design best practices.
* Minimum Qualifications (if preferred but not required, list as such):
* Proven experience establishing strong collaborative relationships across
varied sets of stakeholders
* Ability to manage time and multiple priorities with a variety of internal and
external stakeholders
Travel: No or very little travel likely
Work Conditions: Work primarily in a climate-controlled environment with minimal
safety/health hazard potential.
Physical Demands: Remain in a stationary position at a desk and/or computer for
extended periods of time, reasonable adjustments will be offered.
This position is classified as “in-office.” As an in-office role, it requires
employees to work from a designated Carnival office in South Florida Monday
through Thursday each week.
What You Can Expect
* Cruise and Travel Privileges for You and Your Family
* Health Benefits
* 401(k)
* Employee Stock Purchase Plan
* Training & Professional Development
* Tuition & Professional Certification Reimbursement
* Base Salary Range: $88,100 to $119,000 The range is applicable for the labor
market where the role is intended to be hired. Final base salary is directly
related to each candidate’s qualifications and experience uniquely.
Our Culture…Stronger Together
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: https://www.hollandamerica.com/en_US/our-company/mission-values.html
[https://www.hollandamerica.com/en_US/our-company/mission-values.html]
Holland America 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)
Holland America 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 recruiting@hollandamericagroup.com [recruiting@hollandamericagroup.com]
#HAL
#LI-Hybrid
#LI-SF1