Royal Caribbean Group has an exciting career opportunity for a full-time Senior Manager, Casino Loyalty on the Hotel Operations Team reporting to the AVP, Casino Marketing.
This position will work onsite in Miami, Florida.
Agency and Third-Party Submissions: Please note this is a direct search by the Company, and applications through agencies and other third parties will not be accepted, nor will fees be paid for unsolicited resumes. Any unsolicited resumes will be considered the Company's property.
Position Summary:
In this position, you would play a pivotal role in developing and executing strategies to enhance our loyalty programs, driving customer engagement, and maximizing player retention. You will need to have a strong background in loyalty programs, excellent analytical skills, and a passion for delivering outstanding customer experiences.
This key position, within Casino Marketing, oversees the global Casino Loyalty programs for both Royal Caribbean International and Celebrity Cruises. Our loyal casino members are business centric for driving revenue, increased brand share growth and valued NPS contribution. This position will carry the vision and responsibility of evolving the existing Casino Loyalty programs, to also include potential future brands under the Royal Caribbean Group umbrella, and enhance the programming and development to provide the best-in-class product and services through innovation, increased trip frequency, internal and external relationships and revenue growth.
Essential Duties and Responsibilities:
- Develops, implements and executes comprehensive loyalty program strategies for Royal Caribbean International's Club Royale and Celebrity Cruises' Blue Chip Club to drive player acquisition, retention, and engagement. Develops and designs the roadmap for the future integration of casino loyalty programs to include architecture and long term KPI's. Develops holistic strategy and vision while providing direction and guidance for Casino Loyalty roadmap.
- Creates a unified Casino Loyalty Ecosystem that integrates Royal Caribbean International's Club Royale and Celebrity Cruises' Blue Chip Club into a common loyalty platform while preserving brand differentiation. The program will drive player acquisition, increase cross-brand engagement, maximize wallet share, and improve lifetime value.
- Oversees the day-to-day operations of the casino loyalty programs, with shoreside and shipboard teams, ensuring it runs smoothly and effectively. Develops operational processes to ensure seamless delivery of program benefits and services. Ensures accuracy of records and segmentation within database for marketing purposes. Responsible for monitoring competitors' programs and conducts competitive analysis to ensure the loyalty programming and benefits are most sought-after in the industry.
- Analyzes player data to identify trends, preferences and areas of improvement. Uses guest insights, business intelligence and market research to optimize loyalty initiatives and enhance customer satisfaction. Works in conjunction with Brand loyalty platforms to incorporate casino value to overall program.
- Collaborates with internal teams and external partners to develop and deliver a best-in-class loyalty program.
- Prepares and presents regular reports on program performance, guests' insights and key metrics to senior management.
- Ensures all loyalty program activities comply with relevant regulations and guidelines. Prepares audit process and SOPs to ensure compliance. Ensures the team is adhering to all SQM and audit procedures.
- Represents Casino and Onboard Revenue at industry events and meetings.
- Maintains an understanding of strategic opportunities for both mass targeting and VIP segmentation.
- Manages the successful implementation of new Casino Loyalty programs, on-time and on-target.
- Provides support to the shipboard casino team.
Qualifications, Knowledge and Skills:
- College degree in Business Management or related field, MBA is a plus.
- Minimum 7 years of experience in Casino Marketing with experience in Casino Loyalty.
- Must be willing to travel and work flexible hours.
- Superior verbal and written communication skills. Ability to present to internal and external groups.
- Possess experience working closely with both corporate Marketing and IT departments, having managed Casino Loyalty programs in both front and back of house. Must have experience in the following:
- Subject Matter Expert with loyalty clubs and members.
- Vision and wireframing the integration of Casino loyalty programs.
- Working with 3rd party loyalty platforms.
- Integrating new loyalty solutions with existing databases.
- Implementing additional benefits and refining Casino Loyalty.
- Merging standalone loyalty programs, a plus.
- Launching / Piloting Casino Loyalty App platforms for web / mobile channels.
- Re-tiering Casino Loyalty programs.
- Knowledge of common gaming metrics - how guest play is tracked and data is warehoused shoreside for analytical purposes.
- Possess a combination of ethical leadership, inspiration and creative thinking.
- An empowered leader with problem solving and decision-making qualities.
- Ability to comprehend extensive, complicated procedures and instructions.
- Strong organizational skills.
