About the position
Holland America Line has been exploring the world since 1873. Our ships offer innovative features and enriching experiences focused on destination exploration and personalized travel, inviting guests to savor the journey. We're looking for a strategic, data-driven Director, Lifecycle Marketing to fill this hybrid role based in our Seattle office. In this critical role you'll lead and evolve our cross-channel marketing efforts across email, SMS, push, and direct mail. You'll lead personalized, high-performing journeys that drive bookings, deepen guest relationships and enhance the cruise experience from pre-booking through post-cruise re-engagement. You'll lead lifecycle marketing strategy in close collaboration with the VP of Integrated Marketing to ensure messaging and customer journeys align with broader brand and business priorities. You will lead automation, audience targeting and execution of lifecycle marketing campaigns, working in close partnership with Integrated Marketing, E-Commerce, MarTech and areas of the commercial team. You'll also lead a team of lifecycle marketers, overseeing the roadmap, campaign calendar planning, segmentation strategy, and performance optimization-bringing both strategic vision and hands-on execution to the role. Success in this role requires both high-level strategic thinking and a willingness to dive into the details to ensure flawless execution across channels.
Responsibilities
- Lead the development and execution of cross-channel lifecycle strategies that drive conversion, retention, and long-term loyalty.
- Own the end-to-end customer journey, identifying key moments and touchpoints to deliver timely, relevant, and brand-aligned communications.
- Map out and maintain the entire lifecycle marketing roadmap, including email automation and cross-channel journeys.
- Partner with analytics team to monitor performance, surface trends and identify opportunities to increase bookings and enhance customer journey.
- Communicate regularly with stakeholders regarding email and direct mail performance, key test results and the status of major initiatives.
- Collaborate with the integrated marketing team and creative services to ensure messaging aligns with brand strategy and campaign priorities.
- Recommend future technology decisions with respect to the guest journey and maintain all privacy standards.
- Foster collaborative internal communications and relationships with colleagues and internal departments.
- Advance the company's Culture Essentials by cultivating an open, candid and safe workspace for all team associates.
- Direct the successful resolution of conflicts/opportunities with the goal of crafting win/win solutions.
- Provide coaching and mentoring to direct reports and team members.
- Manage email/CRM budget to maximize ROI across channels.
- Perform other duties as assigned.
Requirements
- Bachelors Degree in Marketing or related field and/or equivalent experience.
- Minimum of 8 years experience in lifecycle, CRM or email marketing experience with increasing levels of responsibility.
- At least 3 years in leadership or people management role.
- Deep expertise in Iterable or a comparable marketing automation platform.
- Experience developing and analyzing reporting in business visualization packages such as Power BI and Looker.
- Deep experience with A/B testing and channel incrementality analysis.
- Experience working with data science and database teams to evaluate and test advanced analytics models preferred.
- HTML/CSS coding experience preferred.
- SQL experience preferred.
- Demonstrated leadership skills, with a track record of developing high-performing teams.
- Excellent project management skills with the ability to lead multiple priorities and pivot quickly as needed.
- Proven experience designing and implementing complex automated journeys based on behavioral and transactional data.
- Executive communication skills and the ability to neatly and quickly synthesize data for broader consumption.
- Ability to work successfully across functions and teams in a matrixed environment.
- Must be legally authorized to work in the United States.
Benefits
- Cruise and Travel Privileges for You and Your Family
- Health Benefits
- 401(k)
- Employee Stock Purchase Plan
- Training & Professional Development
- Tuition & Professional Certification Reimbursement
- Rewards & Incentives
- Base Salary Range: $132,300.00-$178,600.00.
