Sr. Manager, Customer and Lifecycle Marketing

Royal Caribbean Group · Miami

Journey with us! Combine your career goals and sense of adventure by joining our exciting team of employees. Royal Caribbean Group is pleased to offer a competitive compensation and benefits package, and excellent career development opportunities, each offering unique ways to explore the world.

The Royal Caribbean Group’s Celebrity Cruises brand has an exciting career opportunity for a full-time Senior Manager, Customer and Lifecycle Marketing reporting to the AVP, Global Media & Customer Strategy.

This position will be based in Miami.

Position Summary:

The Senior Manager of Customer & Lifecycle Marketing owns the global strategy, roadmap, and performance framework for revenue-driving guest communications across the pre-cruise and onboard journey, spanning Shore Excursions, Spa, Internet, Dining, Beverage, Photo, and other onboard offerings. Building a strong partnership with the Onboard Revenue (OBR) team is central to this role, ensuring strategy, execution, and reporting stay tightly aligned. This person drives data-informed segmentation, personalization, and ROI optimization across email, app, web, and digital channels while establishing scalable processes and championing innovation including automation and/or AI informed solutions to ensure the team is equipped to meet Marketing, Onboard Revenue, and enterprise business goals. Key responsibilities include building integrated promotional plans, automated lifecycle programs, merchandising strategies, and funnel/conversion initiatives, while prioritizing initiatives by business impact and adjusting strategy in real time across the booked guest journey.

Essential Duties and Responsibilities:

Owns the short- and long-term global strategy, roadmap, execution, and optimization of pre-cruise, onboard (commercial), marketing programs, with direct accountability for delivering annual Pre-Cruise and Onboard Revenue (OBR) targets and KPIs tied to guest penetration, spend, profitability, NPS, repeat bookings, and revenue growth across markets.
Partners with the Director and AVP to establish mid- and longer-term roadmaps in alignment with key stakeholders.
Spearheads the execution of pre-cruise promotions, leading the continuous development and implementation of segmented offers, personalized messaging, push notification strategy, and A/B testing strategies that increase guest engagement and pre-cruise purchase conversion.
Leads the development of highly personalized and engaging guest journeys across every booked guest touchpoint by leveraging segmentation, behavioral data, engagement tools, automation, and targeting strategies in partnership with Web/MCC, App team Analytics, CRM, and channel teams.
Provides input to strategic and capital projects, representing Marketing and onboard experience needs to ensure Pre Cruise marketing priorities are reflected in project planning and execution.
Translates performance insights, guest behavior, and commercial priorities into sophisticated segmented campaigns, behavioral triggers, channel strategies, creative testing plans, cross-sell and upsell strategies tailored to guest need states, and optimization recommendations that improve activation, reactivation, retention, and conversion.
Must be adaptive to commercial needs when information is not 100% complete.
Manages, coaches, and develops the Pre-Cruise Guest Commerce marketing team, setting clear priorities, strengthening capabilities, and ensuring team responsibilities are aligned to deliver and exceed Pre-Cruise an Onboard Revenue goals.
Works closely with the global teams to align on strategy.
Partners with PCP performance lead and BI teams to establish and evolve a robust performance measurement framework.
Collaborates with the hybris analytics, product-level reporting, traffic source analysis, conversion by page, segment, time to sailing, promotional performance, and campaign impact, using insights to guide decisions and platform enhancements.
Owns and continuously improves a scalable intake, prioritization, and governance process for Onboard Revenue and cross-functional partner requests, ensuring resources are focused on the highest-impact business opportunities and delivered within effective timelines.
Partners with Demand EM channel owners, Web/MCC commerce teams, Digital, and Analytics to advance short- and long-term roadmaps, identify barriers to performance, and lead cross-functional problem-solving that improves the guest experience and commercial outcomes.
Identifies, evaluates, and activates new CRM, digital, CDP, behavioral, automation and/or AI -informed data opportunities to strengthen personalization, segmentation, offer strategy, lifecycle automation, and guest relevance across channels.
Spearheads enterprise efforts to increase guest reachability and engagement across marketing channels, including email, app, web, push notifications, and emerging communication opportunities.
Leads strategic collaboration with integrated business stakeholders including Onboard Revenue, Revenue Management, Contact Centers, Trade Support Services, Digital, Creative, BI/Data Science, Go to Market, and Brand to ensure the booked guest journey is commercially optimized, operationally achievable, and consistent with Celebrity Cruises’ premium brand standards.
Fosters, empowers, and holds accountable a cross-functional group of marketers and business partners through clear communication, shared goals, operational rigor, insight-driven decision-making, and a culture of continuous improvement, innovation, and collaboration.
Performs other duties as required.

This job description in no way states or implies that these are the only duties to be performed by the employee occupying this position. Employees will be required to perform any other job-related duties assigned by their supervisor or management.

Qualifications, Knowledge and Skills:

Bachelor’s degree in Marketing, Management, Communications or a closely related field of study. Master’s degree preferred.
10+ years of progressive experience in CRM, lifecycle marketing, digital marketing, e-
commerce, guest/customer experience, content strategy, personalization, and analytics, with demonstrated ability to develop strategy and drive measurable business results.
Knowledge of the Journey Builder tool or a similar tool.
Pre Cruise experience is a plus.
Knowledge and management of automation and/or AI personalization at scale.
Ability to develop, execute, and communicate a long-term strategic vision while also balancing immediate priorities and opportunities.
Capable of analyzing user and performance data to establish clear measures of success and build compelling stories with data.
Demonstrated aptitude for being confident, poised under pressure and decisive when working with business leaders. Strong communication and business acumen.
Entrepreneurial drive tempered by judgment and strong leadership skills.
Self-starter, able to work with minimal direction and lead others.
Experience understanding cross-functional roles and opportunities: creatives, information architects, back-end application engineers, business analysts, quality assurance leads, traditional marketers, digital marketers, front-end developers, and digital analytics managers.
Ability to multi-task and manage and meet deadlines, highly detail oriented, meticulous and creative.
Excellent verbal and written communication skills.
Excellent attention to detail and follow-through.
Strong project management skills and key computer skills (Excel, PowerPoint, Outlook).

We know there's a lot to consider. As you go through the application process, our recruiters will be glad to provide guidance, and more relevant details to answer any additional questions. Thank you again for your interest in Royal Caribbean Group. We'll hope to see you onboard soon!

The position is not eligible for work authorization sponsorship.

Agency and Third-Party Submissions: Please note this is a direct search by the Company, and applications through agencies and other third parties will not be accepted, nor will fees be paid for unsolicited resumes. Any unsolicited resumes will be considered the Company's property.

It is the policy of the Company to ensure equal employment and promotion opportunity to qualified candidates without discrimination or harassment on the basis of race, color, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. Royal Caribbean Group and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.

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