Director Lifecycle Engagement & CRM

Responsibilities

• Lifecycle Strategy & Journey Vision
• - Define, own, and evolve the lifecycle engagement strategy across acquisition, pre-cruise, onboard, and post-cruise experiences, in partnership with the SVP of Marketing
• - Set the multi-year lifecycle roadmap, investment priorities, and journey frameworks
• - Architect a cohesive end-to-end guest and advisor journey across all touchpoints
• - Direct the ongoing optimization of lifecycle programs spanning onboarding, engagement, retention, loyalty, and win-back
• - Identify and prioritize the largest opportunities to grow customer lifetime value, repeat engagement, and direct bookings
• Cross-Functional Guest Experience Integration
• - Serve as the lifecycle lead with Product, Operations, Revenue Management, Sales, and Technology leadership to ensure lifecycle strategies are delivered across the full guest experience
• - Bridge marketing strategy with real-world guest interactions, driving alignment across pre-travel, onboard, and service touchpoints
• - Lead cross-functional initiatives that connect data, teams, and touchpoints into a unified engagement model

Requirements

• 10+ years of experience in lifecycle marketing, CRM, or customer engagement, including 3+ years leading teams
• Proven track record of setting and delivering lifecycle strategies across full-funnel customer journeys
• Deep expertise in segmentation, personalization, and customer data strategy
• Experience leading programs across both direct-to-consumer and partner ecosystems
• Demonstrated ability to influence and align senior cross-functional stakeholders beyond marketing, including product and operations
• Experience shaping CRM and marketing technology roadmaps (Salesforce or similar)
• Strong analytical and business acumen, with the ability to translate insights into strategy and investment decisions
• Experience owning budgets and managing agency and vendor relationships

Preferred

• Competencies: Strategic leader who sets a clear vision and builds the plans and teams to deliver it
• Competencies: Deep understanding of the customer journey and lifecycle marketing principles
• Competencies: Influential cross-functional partner who builds alignment at the senior level
• Competencies: Data-driven and results-oriented, with accountability for business outcomes
• Competencies: Talent developer who coaches, mentors, and elevates team performance
• Competencies: Able to manage a broad portfolio of programs and priorities simultaneously
• Success Metrics: Growth in lifecycle-driven revenue and customer lifetime value
• Success Metrics: Improved lead-to-conversion rates and funnel efficiency
• Success Metrics: Increased guest engagement, retention, and repeat bookings
• Success Metrics: Effectiveness and scale of personalized lifecycle programs