Your Purpose
Reporting to the SVP, Marketing, the
VP, Growth Marketing leads MSC Cruises USA's performance marketing organization, driving customer acquisition, conversion, retention, bookings, revenue and profitability. This leader oversees Media, Direct Marketing, Loyalty & Promotions, Trade Marketing, and Canada Marketing, partnering with Brand Marketing, Sales, Revenue Management, Analytics and eCommerce to deliver measurable results.
This is a hybrid position based in Miami, requiring four office days (Monday-Thursday), with remote Fridays.
Your Impact
Growth Strategy & Leadership - Develop and execute growth marketing strategies aligned with revenue, booking, retention, and profitability goals.
- Lead demand generation across paid media, direct marketing, loyalty, promotions, and trade marketing.
- Establish performance metrics, KPIs, and measurement frameworks.
- Partner closely with Brand Marketing to align brand-building and demand-generation efforts.
- Build and develop a high-performing organization while managing significant marketing investments.
Media & Performance Marketing - Lead strategy, planning, and performance across all paid media channels, including TV, CTV, search, social, affiliate, programmatic, and digital advertising.
- Optimize media investments to maximize customer acquisition, bookings, and ROI.
- Manage agency relationships, audience targeting, testing, attribution, and measurement strategies.
Direct Marketing & CRM - Oversee lifecycle marketing across email, SMS, direct mail, and owned channels.
- Lead segmentation, personalization, and automation strategies that improve conversion, retention, and customer lifetime value.
- Optimize customer journeys through testing and analytics.
Loyalty & Promotions - Lead loyalty and promotional strategies that increase engagement, repeat bookings, and customer value.
- Develop demand-driving promotions while balancing profitability and yield objectives.
- Monitor and optimize program performance through analytics and customer insights.
Trade Marketing - Lead trade marketing programs, partner communications, co-op marketing, trade media, and sales enablement efforts.
- Partner closely with Sales and key travel advisor stakeholders to drive commercial results.
- Align with global trade marketing teams on tools, resources, and campaigns.
Canada Marketing - Lead the Canada Marketing function and market-specific growth initiatives.
- Develop localized strategies that drive awareness, demand, and bookings while aligning with North American business objectives.
- Partner closely with the eCommerce organization through a dotted-line relationship to coordinate digital merchandising, promotional execution, and conversion initiatives for the Canadian market.
Analytics & Marketing Effectiveness - Establish and monitor KPIs across acquisition, retention, lifetime value, bookings, and ROAS.
- Partner with Analytics teams to develop attribution, forecasting, audience segmentation, and performance reporting.
- Drive a culture of testing, optimization, and continuous improvement.
Your Journey so far
- 15+ years of leadership experience in growth, performance, digital, or integrated marketing.
- Proven success driving customer acquisition, retention, and revenue growth.
- Strong expertise in paid media, CRM, analytics, loyalty, and demand generation.
- Demonstrated ability to manage large budgets and deliver measurable business results.
- Strong leadership, communication, and cross-functional collaboration skills.
- Travel, hospitality, or consumer marketing experience preferred.
- Bachelor's degree required; MBA preferred.
Your Essentials
- U.S. Passport or U.S. Permanent Resident
