Customer Growth Marketing Manager

Job Summary:

The Customer Growth Marketing Manager is responsible for identifying, developing, and activating high-value niche audience segments to drive demand for Windstar's new destination-led products and experiences. This role focuses on audience strategy, segmentation, partnerships, and content activation, ensuring that new products are launched with clearly defined target audiences, compelling messaging, and scalable demand-generation models.

As part of the cross-functional New Experiences Task Force, the Manager works closely with New Product Development to align audience strategy with approved product concepts, and with New Experience Development to ensure guest communications and journey touchpoints are aligned with execution. This role owns the audience lens within the task force and is accountable for building awareness, engagement, and conversion within priority niche segments.

Responsibilities

Audience Strategy & Segmentation

• Define and develop comprehensive audience profiles and ideal customer profiles (ICPs) for priority niche segments (e.g., equestrian, golf, river cruise converters).
• Design CRM driven segmentation and lifecycle journeys aligned to audience motivations, decision behaviors, and booking pathways.
• Identify growth opportunities, acquisition levers, and messaging frameworks unique to each niche audience.

Demand Activation & Campaign Planning

• Develop full funnel audience activation strategies supporting new product pilots and launches.
• Translate audience insights into campaign strategies that drive awareness, engagement, and conversion.
• Align demand plans with product launch timelines, itinerary deployment, and seasonal audience moments.

Partnership Development

• Identify, evaluate, and establish partnerships with relevant organizations, events, communities, publications, and influencers aligned to target niche audiences.
• Develop co marketing and partnership programs that support list growth, content amplification, and qualified demand generation.
• Build long term partner activation plans aligned to product roadmaps and deployment schedules.

Content & Creative Direction

• Partner closely with Creative and Content teams to develop compelling, audience specific storytelling and campaign assets.
• Translate audience insights into content pillars, creative briefs, and messaging frameworks.
• Ensure content and toolkits are delivered for internal stakeholders and travel advisors to support consistent messaging.
• Develop content strategies aligned with audience specific moments (e.g., competitions, seasonal cycles, major events).

Cross Functional Collaboration

• Work with New Product Development to align audience strategy with approved product concepts, positioning, and value propositions.
• Collaborate with New Experience Development to ensure guest communications, onboard messaging, and journey touchpoints align with delivery models.
• Participate actively in NET operating rhythms, including standups, steering reviews, and shared workflows.

Measurement & Performance Tracking

• Track and report on audience growth, lead acquisition, content engagement, PR reach and quality, and contribution to demand for new products.
• Monitor early indicators of audience to pilot velocity and campaign effectiveness.
• Use insights to refine segmentation, messaging, and activation strategies over time.

Success Measures

• Growth and engagement of defined niche audience segments.
• Quality and volume of demand generated for new product pilots and launches.
• Effectiveness of partnerships and co-marketing initiatives.
• Alignment of audience messaging with product positioning and experience delivery.
• Clear audience insights informing future product and experience development.

Qualifications

Experience

• 5+ years of experience in lifestyle, luxury, sports, or travel marketing strategy.
• Demonstrated experience marketing to niche or high-affinity audiences (e.g., equestrian, golf, river cruise, or similar).
• Proven success in partnership development and co-branded marketing initiatives.

Skills & Capabilities

• Strong audience strategy and segmentation expertise, including CRM-driven lifecycle marketing.
• Experience developing and briefing creative content across channels.
• Analytical mindset with the ability to track performance against KPIs and optimize campaigns.
• Highly collaborative communicator with the ability to influence across Marketing, Product, and Operations.
• Comfortable operating in a test-and-learn environment supporting pilots and new initiatives.

Preferred Qualifications

• CRM expertise (HubSpot preferred).
• Experience supporting product or experience launches in travel or hospitality.
• Familiarity with PR, influencer marketing, and partnership-led growth models.
• Experience working within cross-functional or matrixed team structures.

Work Environment & Physical Requirements

• Office-based (hybrid model - 3 days per week on-site) with periodic travel for partner engagement or experience launches.
• Ability to manage multiple initiatives in parallel under evolving timelines.
• Flexibility to support pilot launches and campaign activations.

To apply to this role, please visit our job portal on our company careers site: https://www.xanterrajobs.com/windstar-cruises-home/jobs/39529?lang=en-us

Benefits:

For full-time employees, Windstar offers a comprehensive benefits package including: Medical, Dental & Vision; HSA & FSA; Life & Disability; Accident, Hospital & Critical Illness; Pet Insurance; Vacation, Sick Time and paid Holidays; 401(k) with Company Match; Employee Assistance Plan; Education Assistance and Employee Discounts & Travel Deals.