Director, CRM

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 analytical skills with the ability to evaluate CRM performance and connect channel metrics to broader guest and business outcomes.

• Ability to use guest data, behavioral insights, segmentation, and testing to develop and optimize relevant communications, offers, and experiences.

• Working knowledge of deliverability best practices, applicable data privacy, and marketing communications requirements for a global guest base, including consent, preference management, opt-out, email, and SMS requirements.

• Working knowledge of the technical building blocks of modern email and CRM production, including HTML/CSS and AMPscript, with SQL experience a plus.

• Strong leadership and people management skills with the ability to establish accountability, coach and develop talent, and lead teams responsible for CRM programs.

• Strong cross-functional collaboration and influencing skills with the ability to align stakeholders and drive outcomes within a matrixed organization.

• Ability to translate CRM strategies into clear roadmaps, priorities, and measurable business outcomes.

• Strong written and verbal communication skills with the ability to communicate strategy, priorities, performance, and recommendations to executive stakeholders and translate strategic direction into actionable priorities for the team.