Lead, Customer Marketing in Miami, FL at Royal Caribbean Cruises Ltd.

Date Posted: 12/26/2019

Job Snapshot

  • Employee Type:
  • Location:
    Miami, FL
  • Job Type:
  • Experience:
    Not Specified
  • Date Posted:

Job Description


The key function of the Lead, Customer Marketing is to manage all new and existing strategic and technical projects needed to support the business objectives and KPIs associated with the Email Marketing and Direct Mail Marketing programs, as well as any other marketing initiatives that fall under 1:1 communication. 


  • Oversees all Email and Direct Mail campaign creative, data selection, strategy, QA and execution, with focus on complex practices and enhancements.
  • Responsible for the strategy, integration, and upkeep of all marketing initiatives that fall under Lead Acquisition and Lead Generation. Additionally, responsible for optimization and reporting of said Lead Acquisition efforts, with the end goal of growing consumer database, keeping consumers engaged, and ultimately, conversion.
  • Be the subject matter expert in audience data management, insights, and segmentation - ensure audience management best practices are applied within the internal organization as well as with IT, BI & external agencies, overseeing Account Executive (temp) to review best practices in segmentation and testing based on analysis.
  • Manage the strategy, execution, and enhancements of booked guest (Pre-Cruise) email automations and ad-hoc communication, including logic/business rule implementation, briefing of agencies, and QA.
  • Responsible for Retention, Remarketing, Reactivation, Nurturing, and Engagement strategies, implementation, executions, and reporting related to Email automation and Direct Mail, as well as any other Email and Direct mail lifecycle marketing strategies to improve overall program.
  • Assists AE in creative briefing, development, and execution when needed.
  • Responsible for Advanced Testing strategy across channels, via control and hold-out grouping to apply learnings to future campaigns.
  • Innovate by launching new CRM initiatives that leverage customer insight and new technologies


Job Requirements


  • College degree required, 5-7 years of experience in Email Marketing, Direct Mail Marketing, CRM, Lead Acquisition, Data Management and Analytics


  • Education: BS/BA in Marketing, Management or related field
  • Experience: 5-7 years of related experience with proven success driving CRM/eCRM strategy and implementing effective direct to consumer communication
  • Strong experience in CRM and Consumer Analytics with a proven track record of driving CRM strategy and implementing effective email communications
  • Experience with direct marketing metrics, segmentation, data analysis and response measurement
  • Experience working with top-tier Email Service Provider (ESP) platforms (i.e. ExactTarget, CheetahMail, Responsys, etc.).
  • Knowledge of email best practices including targeted lists, subject lines, messaging, deliverability and CAN-SPAM/anti-spam legislation.
  • Proven ability to work within in cross-functional organization and manage complex production schedules.
  • Project management: ability to manage multiple campaigns and cross-functional team members
  • Execution: excellent attention to detail and follow through
  • Excellent verbal and written communication skills.
  • Approach: energy and enthusiasm to drive results; must be self-motivated, proactive, poised and flexible 

It is the policy of the Company to ensure equal employment and promotion opportunity to qualified candidates without discrimination or harassment on the basis of race, color, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. RCL and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.

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