Loyalty Marketing, Senior Manager

Job Description HollandAmerica 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 Lead end‑to‑end development of a comprehensive, multi‑year Loyalty vision and strategy for both Holland America Line and Seabourn, driving strategic alignment across senior and executive leadership and securing cross‑functional buy‑in. Identify and prioritize enhancements to loyalty offerings based on guest insights, competitive analysis, and performance data. Create and deploy marketing campaigns to drive commercial goals. Analyze loyalty campaign performance and provide insights to optimize future campaigns. Serve as a strategic partner to Revenue Management, Sales, Brand Marketing, Contact Center, and Guest Experience teams to align loyalty initiatives with commercial priorities. Manage and maintain all enterprise collateral, the Loyalty budget, and end‑to‑end vendor sourcing, approvals, and contract signing, ensuring gift inventory stays reliably stocked through smart forecasting and purchasing. Own Loyalty KPIs including retention, rebooking rate, and guest lifetime value; manage campaigns and ensure optimal ROI through data‑driven decision‑making. Knowledge & Skills Own development of comprehensive multi‑year loyalty strategies for Holland America Line and Seabourn that align with business goals. Own loyalty marketing creation and deployment; manage KPI and budget for optimal ROI. Collaborate with Guest Experience, Contact Center, Revenue Management, Sales, and Brand Marketing teams to align initiatives with commercial priorities. Analyze campaign performance and provide actionable insights for future optimization. Lead innovation in loyalty programs by identifying emerging trends, piloting new technologies, and solving complex challenges related to guest engagement and retention. Handle complex marketing challenges, including optimizing campaigns for different customer segments and integrating loyalty marketing with other digital channels. Possess strong analytical, creative, and data‑driven skills to develop strategies that engage customers and drive conversions. Represent and enhance Holland America brands through loyalty communications, ensuring all content aligns with the brand's voice and values. Drive enterprise‑wide alignment on Loyalty strategy, influencing senior leadership and shaping decisions that unlock brand growth and commercial performance. 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 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. EEO Statement 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 View email address on click.appcast.io. Links For more information about our Culture Essentials, Corporate Vision Statement and Core Values, visit #J-18808-Ljbffr