Director, CRM

Prestige Cruise Services LLC; Miami (FL); On-site; USD 150,000 - 200,000; Full time

Job summary

Norwegian Cruise Line Holdings (NCLH) is seeking a Director of Customer Relationship Management (CRM) to lead the guest communication strategy across email, push, SMS, and direct mail, aimed at strengthening guest engagement, retention, and lifetime value. You will build and lead the CRM team, aligning with Loyalty, Product, and Content to deliver an integrated digital guest experience.

The role requires 6+ years in CRM or lifecycle marketing, with 3+ years of leadership, and experience with

Qualifications

• 6+ years in CRM, lifecycle marketing, or related discipline.
• 3+ years of experience leading teams.
• Experience multi-channel journeys across email, push, SMS, and direct mail.
• Experience with segmentation and personalization to improve engagement.
• Experience with consent management and compliance across channels.
• Experience in travel, hospitality, cruise, or consumer-focused business preferred.

Responsibilities

• Own guest communication strategy across channels and lifecycle stages.
• Build and lead the CRM team, set priorities and performance expectations.
• Manage budgeting, invoices, and on-time, within-budget delivery.
• Create an integrated guest communications approach across channels.
• Launch and expand push notifications and SMS as part of CRM strategy.
• Advance personalization using guest data and behavior insights.
• Collaborate with Design, Content, Personalization, Optimization for testing.
• Align CRM with Loyalty, Product, and Content leaders for unified experiences.
• Lead CRM technology and platform strategy for enterprise marketing automation.
• Analyze and report CRM performance to stakeholders.
• Perform other duties as assigned.

Education

Bachelor's Degree

Tools

Salesforce Marketing Cloud

Job description

GROW YOUR CAREER WITH US

At Norwegian Cruise Line Holdings (NCLH), we know our future success depends on our ability to attract and retain the very best talent. Our brands deliver vacations of a lifetime with innovative product offerings, a high level of service and unique guest experiences aboard each vessel and we're continually seeking applicants who are passionate about hospitality and committed to being their personal best. As you learn more about our company, we think you will agree that there is no better time than now to become a member of the NCLH family!

JOB SUMMARY

The Director, Customer Relationship Management (CRM) leads NCL's guest communication strategy across email, push notifications, SMS, and direct mail to strengthen guest engagement, retention, repeat business, and lifetime value. This role is accountable for guest-facing communications throughout the guest lifecycle, including promotional, transactional, and win-back communications, and advances personalization and segmentation to make those communications more relevant. The Director builds and leads the CRM team while establishing an integrated approach to guest communications and personalization throughout the guest journey.

POSITION RESPONSIBILITIES

• Own guest communication strategy across email, push notifications, SMS, and direct mail, establishing the strategy, priorities, and standards for promotional, transactional, and win-back communications throughout the guest lifecycle.
• Build and lead the CRM team responsible for guest communications, establishing clear priorities, accountability, and performance expectations while coaching and developing team members.
• Maximize the effectiveness of spend through thoughtful budgeting and operational management to deliver outcomes as efficiently as possible, with demonstrated ability to track spend, process invoices, and ensure key initiatives are delivered on time and within budget.
• Establish an integrated approach to guest communications that creates consistency across channels and message types and supports a cohesive experience throughout the guest journey.
• Launch push notifications and SMS to expand our communications capabilities as part of our broader guest communications strategy.
• Advance personalization and segmentation strategies using guest data and behavior to improve the relevance of communications and offers and drive measurable improvements in guest engagement and retention.
• Partner across Design, Content Strategy and Personalization, and Optimization and Testing to align messaging, creative, offers, and experiences with CRM objectives and incorporate continuous testing and optimization.
• Align CRM priorities with Loyalty, Product, and Content leaders to coordinate strategies, roadmaps, and initiatives and deliver an integrated digital guest experience across functions.
• Lead CRM technology and platform strategy as the business owner for NCL's enterprise marketing automation platform, partnering with Technology to prioritize and expand capabilities that support guest communications, personalization, and business objectives.
• Analyze and communicate CRM performance to key stakeholders, providing visibility into communication effectiveness, business outcomes, priorities, and risks.
• Perform other job-related duties as assigned.

QUALIFICATIONS

• DEGREE TYPE: Bachelor's Degree
• FIELD(S) OF STUDY: Business, Marketing, Computer Science, or related field.

EXPERIENCE

• Minimum 6 years of experience in Customer Relationship Management (CRM), lifecycle marketing, or a related discipline, including at least 3 years of experience leading teams.
• Experience developing and managing multi-channel customer journeys across email, push notifications, SMS, and direct mail, including promotional, transactional, and win-back communications.
• Experience using segmentation, behavioral data, and personalization to improve customer engagement, retention, and other measurable business outcomes.
• Experience with Salesforce Marketing Cloud (Salesforce Agentforce Marketing) or a comparable enterprise marketing automation platform.
• Experience partnering with Legal and Compliance teams to support consent management, opt-outs, and compliant marketing communications across channels and jurisdictions.
• Experience operating within a matrixed organization and driving outcomes through cross‑functional partnerships and influence.
• Experience within travel, hospitality, cruise, retail, airlines, or another consumer‑focused business with complex customer journeys preferred.

COMPETENCIES & SKILLS

• Strong knowledge of enterprise marketing automation platforms and their application to segmentation, journey orchestration, personalization and guest communications.
• Strong analyt