Loyalty Marketing, Senior Manager

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 are looking for a Loyalty Marketing, Senior Manager. The Loyalty Marketing, Senior Manager will oversee loyalty program strategy, guest segmentation, benefit optimization, and personalized communications across the guest journey. Partnering closely with Brand Marketing, Digital, Guest Experience, Revenue Management, and Data & Analytics, the Loyalty Marketing, Senior Manager ensures that loyalty initiatives are insight-driven, measurable, and aligned to commercial goals. The role requires a blend of strategic thinking, data fluency, creativity, and operational excellence, with a strong understanding of CRM, loyalty economics, and consumer behavior.

Here’s a summary of what Holland America Line is looking for. Is this you? 

Responsibilities:

• Strategy Development: Lead the end‑to‑end development of a comprehensive, multi‑year Loyalty vision and strategy for both Holland America Line and Seabourn. Drive strategic alignment across senior and executive leadership, delivering high‑impact presentations, securing cross‑functional buy‑in, and guiding decision‑making to ensure the strategy advances brand, commercial, and guest‑experience goals.

• Innovation: Identify and prioritize enhancements to loyalty offerings based on guest insights, competitive analysis, and performance data.

• Execution: Create and deploy marketing campaigns to drive commercial goals.

• Data Analysis: Analyze loyalty campaign performance and provide insights to optimize future campaigns.

• Collaboration: Serve as a strategic partner to Revenue Management, Sales, Brand Marketing, Contact Center, and Guest Experience teams to align loyalty initiatives with commercial priorities.

• Process and Budget Management: Manage and maintain all enterprise collateral. Lead the Loyalty budget and manage end‑to‑end vendor sourcing, approvals, and contract signing, ensuring gift inventory stays reliably stocked through smart forecasting and purchasing.

• Reporting: Own Loyalty KPIs including retention, rebooking rate, and guest lifetime value. Manage campaigns and ensure optimal ROI through data-driven decision-making.

Knowledge & Skills:

• The Loyalty Marketing, Senior Manager will: Own development of comprehensive multi-year loyalty strategies for both Holland America Line and Seabourn programs that align with business goals. Own loyalty marketing creation and deployment. Own loyalty marketing KPIs include retention, rebooking rate, and guest lifetime value. Manage campaign budgets and ensure optimal ROI through data-driven decision-making. Serve as a strategic lead to Guest Experience, Contact Center, Revenue Management, Sales, and Brand Marketing teams to align loyalty initiatives with commercial priorities. Analyze campaign performance and provide actionable insights to optimize future campaigns. Lead innovation with Loyalty Programs by identifying emerging trends, piloting new technologies, and solving complex challenges related to guest engagement and retention.

• Complexity of Situations: The Loyalty Marketing, Senior Manager will encounter a variety of complex marketing challenges, including optimizing campaigns for different customer segments, improving open and click-through rates, and integrating loyalty marketing efforts with other digital marketing channels.  Analytical Skills: The role requires strong analytical skills to interpret data from loyalty campaigns, identify trends, and make data-driven decisions to enhance campaign performance. Creative Solutions: The individual must develop innovative strategies to engage customers and drive conversions, often needing to think outside the box to create compelling email content and designs. Innovation: Lead innovation in loyalty marketing by identifying emerging trends, piloting new technologies, and solving complex challenges related to guest engagement and retention.

• Business Impact: The Loyalty Marketing, Senior Manager owns Holland America Line and Seabourn's loyalty program KPIs including retention, rebooking rate, and guest lifetime value. Manage campaign budgets and ensure optimal ROI through data-driven decision-making.

• Brand Representation: This role is responsible for maintaining and enhancing the Holland America brands through loyalty communications, ensuring that all content aligns with the brand's voice and values. Cross-functional Collaboration: The individual drives enterprise-wide alignment on Loyalty strategy by influencing senior and executive leaders, securing cross‑functional buy‑in, and shaping decisions that unlock brand growth, commercial performance, and a measurably better guest experience. Deliver company vision: Translate Holland America and Seabourn's brand vision—delivering unforgettable happiness to our guests—into personalized, memorable lifecycle communications that deepen guest loyalty and emotional connection.

• Cross-functional Management: The individual will serve as a strategic partner to Guest Experience, Contact Center, Revenue Management, Sales, and Brand Marketing teams to align loyalty initiatives commercial priorities. Resource Allocation: The role involves managing the budget for loyalty marketing campaigns, ensuring resources are allocated effectively to maximize ROI. Strategic Direction: The individual will set the strategic direction for loyalty marketing initiatives, aligning them with broader company goals and marketing strategies. This includes developing long-term plans and setting measurable objectives for the team.

Requirements 

• Bachelor’s Degree in Marketing, Business, Communications, or a related field. Master’s Degree preferred.  

• Minimum of 10 years of experience in loyalty or lifecycle marketing.

• Proven track record of developing and executing successful loyalty, payment, or subscription value propositions.

• Experience with CRM, marketing automation platforms, and email service providers.   

• Intermediate knowledge of HTML, CSS, Dreamweaver or Sublime. Strong understanding of email marketing best practices, including segmentation, personalization, and A/B testing.

• Deep understanding of loyalty program economics and value drivers.

• Data-driven mindset with the ability to analyze and interpret complex data sets.

• Excellent leadership and team management skills.

• Strong project management skills with the ability to manage multiple priorities and deadlines.

• Exceptional communication and collaboration skills.

• Proficiency in HTML and email design best practices.

• Proven experience establishing strong collaborative relationships across varied sets of stakeholders

• Ability to manage time and multiple priorities with a variety of internal and external stakeholders 

Travel: No or very little travel likely

Work Conditions: Work primarily in a climate-controlled environment with minimal safety/health hazard potential.

Physical Demands: Remain in a stationary position at a desk and/or computer for extended periods of time, reasonable adjustments will be offered.

This position is classified as “in-office.”  As an in-office role, it requires employees to work from a designated Holland America Line office in Seattle, WA Monday through Thursday each week. 

What You Can Expect  

• Cruise and Travel Privileges for You and Your Family 
• Health Benefits 
• 401(k)  
• Employee Stock Purchase Plan  
• Training & Professional Development 
• Tuition & Professional Certification Reimbursement 
• Base Salary Range: $88,100 to $119,000 - The range is applicable for the labor market where the role is intended to be hired. Final base salary is directly related to each candidate’s qualifications and experience uniquely. 

Our Culture…Stronger Together 

Our highest responsibility and top priority is compliance, environmental protection and the health, safety and well-being of our guests, the people in the communities we touch and serve, and our shipboard and shoreside employees.  Please visit our site to learn more about our Culture Essentials, Corporate Vision Statement and our Core Values at: https://www.hollandamerica.com/en_US/our-company/mission-values.html 
 
Holland America is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to age, ancestry, color, family or medical care leave, gender identity or expression, genetic information, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran status, race, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable laws, regulations and ordinances. 

Americans with Disabilities Act (ADA)  

Holland America will provide reasonable accommodations with the application process, upon your request, as required to comply with applicable laws.  If you have a disability and require assistance in this application process, please contact [email protected] 
 

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