Manager, Customer and Lifecycle Marketing ...

Royal Caribbean Group; Miami (FL); On-site; USD 110,000 - 160,000; Full time

Job summary

Royal Caribbean Group is seeking a Manager, Customer and Lifecycle Marketing to lead CRM and web programs across international markets. You will translate strategy into operational plans, drive audience segmentation, and collaborate with cross-functional teams to optimize guest engagement and revenue.

Leading a team in a matrixed environment, you will oversee email campaigns, lifecycle programs, and digital experiences across markets, reporting to the Director of Digital Commerce & Experience.

Qualifications

• Bachelor's degree in a related field required. Master's degree preferred.
• 8-10 years in digital marketing, CRM, or ecommerce communications.
• 5 years in lifecycle communications with email, segmentation, and personalization.
• 3-5 years leading teams in a matrixed environment.
• Experience with international markets; travel/hospitality/cruise experience a plus.
• Strong knowledge of CRM, email marketing platforms, automation, and web ops.
• Experience with Adobe Marketing Cloud or equivalent martech stack.
• Proficiency in interpreting data and A/B tests for optimization.
• Experience with Jira, Confluence, or Asana; cross-channel delivery governance.
• Familiarity with HTML, CSS, AMPscript for collaboration with technical teams.
• Strong leadership, communication, and storytelling to senior leadership.
• Excellent written and verbal communication; detail-oriented and organized.
• Self-starter able to lead through ambiguity in fast-paced environments.
• Energetic, proactive, and results-driven.

Responsibilities

• Translate strategy into operational plans, briefs, and delivery priorities.
• Lead CRM and web programs across international markets with cross-functional teams.
• Align campaigns with commercial windows and business objectives.
• Guide audience segmentation and content frameworks across channels.
• Coordinate with Tech, market leads, BI, and creative teams for integrated programs.
• Ensure consistent messaging and guest experience across digital touchpoints.
• Oversee CRM email programs: Tactical, Pre-Cruise, Engagement, Lifecycle.
• Oversee web merchandising and digital experiences for international markets.
• Drive pre-cruise communications and ancillary product remerchandising.

Skills

Digital marketing

CRM

Lifecycle marketing

Team leadership

Data analysis

Adobe Marketing Cloud

HTML/CSS/AMPscript

Marketing automation

Web channel operations

Cross-functional collaboration

Education

Bachelor's degree

Master's preferred

Tools

Jira

Confluence

Asana

Job description

Journey with us!

Combine your career goals and sense of adventure by joining our incredible team of employees at Royal Caribbean Group . We are proud to offer a competitive compensation and benefits package, and excellent career development opportunities, each offering unique ways to explore the world.

W e are proud to be the vacation-industry leader with global brands - including Royal Caribbean International, Celebrity Cruises and Silversea Cruises - the most innovative fleet and private destinations, and the best people . Together, w e are dedicated to turning the vacation of a lifetime into a lifetime of vacations for our guests.

This position will be working onsite from Miami.

Position Summary :

The Manager, Customer and Lifecycle Marketing (Internal Title - Senior Lead, Customer and Lifecycle Marketing) leads the Digital Commerce communications function, converting strategy into action across CRM and web channels for international markets. This role drives cross-functional alignment and collaborates with a team of channel managers responsible for executing CRM and web programs across the full prospect, pre-cruise, and post-cruise guest journey. This role is responsible for translating communications strategy into operational plans, driving initiative delivery across channel teams, and ensuring all CRM and web programs are aligned to commercial priorities, grounded in data, and consistently optimized for guest engagement and revenue performance across international markets.

The Manager, Ecommerce Communication Strategy drives cross-functional alignment with Tech & Development, international market leads, business intelligence, paid media, creative, and commercial teams to ensure communications are integrated and commercially aligned across all markets. This position reports to the Director, Digital Commerce & Experience.

Essential Duties and Responsibilities :

• Lead the translation of the Digital Commerce communications strategy into operational plans, channel briefs, and delivery priorities across CRM and web programs for international markets.
• Drive the Digital Commerce communications strategy across CRM and web channels, ensuring initiatives are sequenced, resourced, and delivered in alignment with commercial booking windows and business objectives.
• Lead the application of audience segmentation direction and content frameworks across channel plans, ensuring CRM and web programs are informed by behavioral data, performance insights, and regional market needs.
• Drive cross-functional alignment with Tech & Development, international market leads, commercial teams, revenue management, and creative partners to ensure communications initiatives are integrated, commercially relevant, and regionally adapted.
• Coordinate cross-functional workstreams with Growth & Measurement, Creative/Content, Commercial, and International Markets teams, proactively surfacing dependencies and ensuring seamless delivery across initiatives.
• Lead cross-channel integration between CRM and web programs, ensuring consistent messaging, sequencing, and guest experience across all digital touchpoints throughout the guest journey.
• Oversee the delivery and performance of CRM programs across email (Tactical, Pre-Cruise, Engagement, Lifecycle), ensuring channel plans are on brief, on schedule, and optimized against performance targets.
• Oversee the delivery and performance of web merchandising and digital experience programs, including targeted offers, homepage promotions, and cross-sell and upsell placements across international markets.
• Oversee the pre-cruise communications program across CRM and web, driving execution of ancillary product remerchandising, cross-sells, upsells, and engagement offers to support revenue goals.
• Lead real-time interpretation of performance results, driving dynamic plan adjustments that maximize what is working and course-correct what is not.
• Lead competitive analysis and performance reporting, translating channel and market insights into forward-looking recommendations for program and strategy refinement.

Qualifications, Knowledge and Skills :

• Bachelor's degree in a related field required. Master's degree preferred.
• Minimum of 8-10 years of progressive experience in digital marketing, CRM, or ecommerce communications.
• Minimum of 5 years of lifecycle communications experience, including email marketing, audience segmentation, and personalization.
• Minimum of 3-5 years of experience leading teams in a matrixed environment, with demonstrated ability to develop managers and drive cross-functional initiatives.
• Experience working in or with international markets preferred; travel, hospitality, cruise, or consumer subscription brand experience a plus.
• Strong working knowledge of CRM and email marketing platforms, marketing automation, and web channel operations sufficient to lead channel teams and drive program quality.
• Experience with Adobe Marketing Cloud products (Adobe Campaign, Adobe Analytics, Adobe Audience Manager, Adobe Target) or equivalent enterprise martech stack.
• Proficiency in interpreting channel performance data, audience segmentation outputs, and A/B testing results to drive optimization decisions across programs.
• Experience with project and program management tools such as Jira, Confluence, or Asana; ability to coordinate cross-channel workstreams and drive delivery governance across multiple teams.
• Familiarity with HTML, CSS, and marketing scripting languages (e.g., AMPscript) to enable effective collaboration with technical and production teams.
• Strong people leadership skills with demonstrated ability to lead, align, and develop a team of channel managers across multiple functional disciplines.
• Excellent verbal and written communication skills, including the ability to present initiative performance and strategic recommendations clearly to senior leadership.
• Highly detail-oriented with strong organizational and project management skills; advanced proficiency in Excel, PowerPoint, and Outlook.
• Self-starter able to lead through ambiguity, coordinate competing priorities across teams, and maintain delivery quality in fast-moving, high-volume environments.
• Energy and enthusiasm to drive results; must be self-motivated, proactive, poised, and flexible.

No im migration sp onsorship is offered.

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.