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Manager, Loyalty Program in Miami, FL at Royal Caribbean Cruises Ltd.

Date Posted: 3/1/2019

Job Snapshot

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

Job Description

Position Summary:

Position will focus on managing and driving operational efficiencies for the Crown & Anchor Society program, by consistently delivering benefits that exceed guest expectations compared to other competing cruise lines. They will also be key in developing insights into the program based on data and member feedback, with the goal of delivering satisfaction with guests, proven by key performance indicators (including NPS). They partner with the loyalty call center and Resolutions teams, ensuring all stakeholders are informed to communicate accurate and consistent details to our Loyalty program guests.  The role will serve as the program operations Lead for the Loyalty Ambassadors onboard, through ongoing training and coaching. Position will serve as the Crown & Anchor Society Member Director (“ambassador”), as a strategic and influential point of contact for members. This role will also serve as liaison between the Royal Caribbean leadership team and Loyalty Program related escalations. As the Manager of the Loyalty program, this individual have direct responsibility of the Lead, Loyalty Marketing over our International markets.


Essential Duties and Responsibilities:

  • Is the SME of the Crown & Anchor Society program including benefits, terms and conditions.
  • Collaborates with leadership and fleet Executive Committee to update program as needed, with a keen ability to identify opportunities and mitigate risks.
  • Liaison between the Royal Caribbean management team and the Crown & Anchor Society members by leading efforts to resolve executive escalations.
  • Manage personal communications with the members as the “face” of the program, while partnering with the Loyalty Desk for added assistance to resolve member issues.
  • Oversee recognition of our membership base, including the planning and execution of member special events.
  • Lead the development of creative briefs for loyalty related projects for Customer Marketing communication teams and leadership, including but not limited to the monthly loyalty newsletter and pre-cruise benefit communications.
  • Confirm that all collateral and program benefits are delivered within brand guidelines, in partnership with Onboard Marketing,
  • Lead monthly calls with shipboard Loyalty Ambassadors to deliver important and relevant information pertaining to the program that is communicated concisely and in a timely manner.
  • Manage the inventory of onboard Loyalty collateral items such as welcome amenities, tier-change recognition, program gifts, crystal awards, etc., including being the main point of contact for internal departments such as inventory control, purchasing, logistics, and supply chain.
  • Train Call Centers and shipboard management on changes/enhancements of the Crown & Anchor program to ensure program education, FAQs, talk tracks, and other collateral are incorporated into SOPs and Knowledge Desk.   
  • Develop strategy of Loyalty youth program to set the Crown & Anchor Society as a leader in the industry.
  • Audit shipboard processes to ensure SOPs and Royal Way standards are met as they relate to Crown & Anchor program. Prepare quarterly status report for marketing and shipboard leadership teams,
  • Create Marketing presentations and deliver them to groups of shipboard teams/management and shoreside teams as new program improvements or developments arise.
  • Manage third party vendor/partners on Loyalty projects: special event communications, uniforms and logo items, others as needed.
  • Daily monitoring of budget, ensuring we are tracking to plan set forth. Implement cost saving initiatives through continuous auditing of program operating expenses.
  • Manage communication to Crown and Anchor members for new product launches and special events.
  • Collaborate with Sr. Manager in event planning and lead the execution for Member event cruises, as well as high-concentration repositioning sailings, trans-Atlantic sailings, or other high-need member events with shoreside/ shipboard.
  • Build and maintain strong working relationships with cross-functional partners, including the shipboard team, creative, e-commerce, finance, accounting, and product marketing, to ensure Crown and Anchor program objectives are integrated across all channels.
  • Work with the social media team to develop a communication strategy to grow loyalty specific social media channels and ensure channels are being optimized for fast and thorough communication of program changes and product updates.


Job Requirements


  • College degree required, preferably in Business Management or Hospitality; Graduate degree preferred
  • 5- 7 years of experience required, preferably in loyalty program management, within the Hospitality or Travel Industry
  • A high proficiency with Excel and working knowledge of all of MS Office is necessary to perform daily duties.
  • Verbal communications, crafting messaging and expressing intent powerfully and simply.  An acute attention to detail to ensure accuracy and understanding of message.
  • Demonstrated aptitude for being confident, poised under pressure and decisive when working with business leaders. Strong communication and business acumen.
  • Ability to multi-task and meet deadlines; highly detail oriented, meticulous and creative.
  • Self-starter, able to work with minimal direction and lead others in various departments, both shoreside and shipboard,
  • Excellent verbal and written communication skills. Attention to detail and follow-through.
  • Strong project management and presentations skills (Excel, PowerPoint, Outlook).


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