Manager, Loyalty CRM

CARNIVAL CRUISE LINES; Miami (FL); On-site; USD 120,000 - 160,000; Full time

Job summary

Carnival Cruise Lines seeks a Manager, Loyalty CRM to own the CRM and data-driven member communications for the Carnival Rewards program. This role focuses on audience logic, data accuracy, and decisioning rules that govern messages and dynamic data elements across channels.

The ideal candidate brings enterprise CRM fluency, strong SQL, and experience with CRM platforms (Salesforce Marketing Cloud, Braze, Adobe Campaign). Collaboration with .com, content, UI/UX and QA is essential.

Qualifications

• 5+ years in CRM, marketing technology, lifecycle/database marketing or digital communications, with loyalty program experience strongly preferred.
• Hands-on practitioner experience in an enterprise CRM/ESP platform (Salesforce Marketing Cloud, Braze, Adobe Campaign or comparable), including journey build, data extensions and dynamic content — in-tool capability is required.
• Working SQL proficiency and comfort constructing and validating audience queries against relational data.
• Demonstrated experience partnering with .com, content management and UI/UX teams, including contributing requirements to a design system or component library.
• Strong QA discipline and evidence of owning accuracy for data-driven, personalized customer communications at scale.
• Working knowledge of email deliverability, list hygiene, responsive rendering and digital accessibility standards.
• Bachelor's degree in Marketing, Information Systems, Analytics, Communications or related field, or equivalent experience.

Responsibilities

• CRM Architecture, Audience Logic & Data Accuracy: Own the design and maintenance of loyalty CRM journeys — enrollment, welcome, tier attainment, tier progress, points expiration, redemption confirmation, reactivation and program change notices — including trigger definitions, entry and exit criteria, suppression rules, frequency capping and decisioning logic.
• Own segmentation and audience build logic in partnership with Analytics, including query construction, data extension and audience table management.
• Own the accuracy of all dynamic and personalized data elements by validating message output against the loyalty platform source of truth prior to deployment and maintain the data dictionary of loyalty attributes available to CRM.
• .com, Content & Digital Surface Alignment: Partner with the .com and content teams to ensure loyalty content across carnival.com, the mobile app, authenticated member dashboards and onboard digital surfaces is accurate, current and consistent with CRM messaging.
• Own the loyalty content request and review pipeline into the .com and content roadmaps, including copy, module requirements, dynamic content rules and publication timing.
• Validate authenticated member-facing displays — points balance, tier badge, progress indicators and benefit lists — against platform data and elevate discrepancies for resolution.
• UI/UX, Design System & Brand Governance: Partner with UI/UX and Brand teams on the design and implementation of loyalty components, templates and patterns across email, app, web and onboard digital channels, ensuring reusable modules rather than one-off builds.
• Enforce Carnival Rewards brand standards for logo usage, typography, color and approved program terminology across all digital output, and maintain the single source of truth for approved loyalty naming, tier nomenclature and brand assets.
• Contribute loyalty requirements to design reviews and validate rendering, responsiveness and accessibility of delivered components.
• Deployment QA, Performance Analysis & Optimization: Own end-to-end QA for every deployment including seed-list testing, render and device checks, link validation, dynamic-field verification and reconciliation against platform configuration, with zero tolerance for material data errors in member-facing output.
• Own deliverability health including list hygiene, engagement-based suppression and sender reputation monitoring in partnership with CRM Operations.
• Build and deliver performance reporting across delivery, engagement and downstream member behavior, and run structured testing to improve journey performance over time.

Skills

CRM & loyalty

SQL

Salesforce Marketing Cloud

Data-driven marketing

Education

Bachelor's degree in Marketing / IS / Analytics

Tools

Salesforce Marketing Cloud

Braze

Adobe Campaign

Job description

The Manager, Loyalty CRM owns the CRM and data-driven member communication layer of the Carnival Rewards program. This is a technical, data-oriented role rather than a campaign marketing role: it is accountable for the audience logic, trigger definitions, data feeds and decisioning rules that determine which member receives which message, and for the accuracy of every dynamic data element — points balance, tier status, tier progress, expiration date, benefit eligibility — rendered in those messages. The role partners closely with the .com and content teams to ensure that loyalty content on carnival.com, the mobile app and authenticated member pages is consistent with what is sent through CRM channels and works with UI/UX and brand partners to ensure loyalty components, templates and design patterns are correctly implemented and brand compliant across every digital surface. The ideal candidate is fluent in an enterprise CRM platform, comfortable in data and query tools, and rigorous about QA.

Essential Functions:

• CRM Architecture, Audience Logic & Data Accuracy: Own the design and maintenance of loyalty CRM journeys — enrollment, welcome, tier attainment, tier progress, points expiration, redemption confirmation, reactivation and program change notices — including trigger definitions, entry and exit criteria, suppression rules, frequency capping and decisioning logic. Own segmentation and audience build logic in partnership with Analytics, including query construction, data extension and audience table management. Own the accuracy of all dynamic and personalized data elements by validating message output against the loyalty platform source of truth prior to deployment and maintain the data dictionary of loyalty attributes available to CRM.

• .com, Content & Digital Surface Alignment: Partner with the .com and content teams to ensure loyalty content across carnival.com, the mobile app, authenticated member dashboards and onboard digital surfaces is accurate, current and consistent with CRM messaging. Own the loyalty content request and review pipeline into the .com and content roadmaps, including copy, module requirements, dynamic content rules and publication timing. Validate authenticated member-facing displays — points balance, tier badge, progress indicators and benefit lists — against platform data and elevate discrepancies for resolution.

• UI/UX, Design System & Brand Governance: Partner with UI/UX and Brand teams on the design and implementation of loyalty components, templates and patterns across email, app, web and onboard digital channels, ensuring reusable modules rather than one-off builds. Enforce Carnival Rewards brand standards for logo usage, typography, color and approved program terminology across all digital output, and maintain the single source of truth for approved loyalty naming, tier nomenclature and brand assets. Contribute loyalty requirements to design reviews and validate rendering, responsiveness and accessibility of delivered components.

• Deployment QA, Performance Analysis & Optimization: Own end-to-end QA for every deployment including seed-list testing, render and device checks, link validation, dynamic-field verification and reconciliation against platform configuration, with zero tolerance for material data errors in member-facing output. Own deliverability health including list hygiene, engagement-based suppression and sender reputation monitoring in partnership with CRM Operations. Build and deliver performance reporting across delivery, engagement and downstream member behavior, and run structured testing to improve journey performance over time.

Knowledge, Skills & Abilities:

• Scope: The Manager, Loyalty CRM is accountable for the correctness of what members are told about their own loyalty status — across CRM channels, .com, the app and onboard digital surfaces. The role sits at the intersection of CRM technology, loyalty platform data, web content and digital design, and must hold accuracy and consistency across all of them. It requires genuine technical fluency in CRM tooling and data structures, not the ability to brief someone else who has it.

• Problem solving: Must trace data discrepancies back through CRM data extensions, platform feeds and front-end display logic to identify where a member-facing number diverged from truth. Must resolve conflicts between what the .com content team, the CRM journey and the loyalty platform each assert, and determine the correct answer and the correct fix rather than the fastest patch.

• Impact: A single incorrect points balance or tier statement reaching a large member audience creates immediate contact center volume, erodes trust in the program and can require costly goodwill remediation. Conversely, accurate, well-sequenced and well-designed member communications are a primary driver of program engagement, redemption behavior and perceived value.

• Leadership: Is the loyalty authority within CRM, .com, content and UI/UX forums and is expected to set the quality standard for loyalty digital output. Directs agency and internal creative resources, and influences .com and design roadmaps to secure loyalty requirements without direct authority over those teams.

Essential/Minimum Qualifications:

• 5+ years in CRM, marketing technology, lifecycle/database marketing or digital communications, with loyalty program experience strongly preferred.

• Hands-on practitioner experience in an enterprise CRM/ESP platform (Salesforce Marketing Cloud, Braze, Adobe Campaign or comparable), including journey build, data extensions and dynamic content — in-tool capability is required.

• Working SQL proficiency and comfort constructing and validating audience queries against relational data.

• Demonstrated experience partnering with .com, content management and UI/UX teams, including contributing requirements to a design system or component library.

• Strong QA discipline and evidence of owning accuracy for data-driven, personalized customer communications at scale.

• Working knowledge of email deliverability, list hygiene, responsive rendering and digital accessibility standards.

• Bachelor's degree in Marketing, Information Systems, Analytics, Communications or related field, or equivalent experience.

Essential Experience Required:

• Experience designing and operating triggered, data-driven lifecycle CRM programs at scale, not solely batch campaign execution.

• Experience validating personalized data elements against a system of record and resolving data quality defects.

• Experience managing loyalty or member content requests into a .com and content team roadmap, including CMS workflows.

• Experience collaborating with UI/UX and brand teams on reusable components, templates and brand governance across web, app and email.

• Experience managing brand, legal and compliance review cycles for customer-facing digital content without compromising delivery timelines.

• Experience building performance reporting and running structured A/B or multivariate testing to optimize outcomes.

Travel:

Less than 25% non-shipboard travel likely

Work Conditions

Work primarily in a climate-controlled environment with minimal safety/health hazard potential.

Physical Demands:

Must be able to remain in a stationary position at a desk and/or computer for extended periods of time.

**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. Employees