JOB PURPOSE
MSC Cruises USA is expanding its Marketing operations to include hiring a Director, Loyalty, Consumer Insights, and Direct Marketing. This position will lead the team and all efforts for Director, Loyalty, Consumer Insights, and Direct Marketing. #L1-LC1
MSC Cruises is the world's third largest cruise line brand and is headquartered for the US in South Florida. We work a hybrid schedule requiring 2-3 days / week in the office in Miami. We offer excellent benefits and opportunities for career progression as our brand continues to grow in the US.
KEY ACCOUNTABILITIES
Implement strategies to increase loyalty club members leveraging our current Voyagers Club program
Market and operate the loyalty program to deliver lifetime value
Lead consumer insights for U.S. team including brand health studies, and other insights or research needs
Own relationships with research vendors including negotiating terms for projects and services
Define and produce deliverables that identify opportunities to shape consumer experiences and that inform and inspire internal stakeholders and decision makers
Partner with business leaders to drive consumer insights into deliverable actions
Partner with CRM team on customer profile analytics that inform direct marketing strategies
Develop strategies and tactics to build direct marketing database
Develop email content strategy to educate consumers on our brand with the goal of driving sales
Develop SMS strategy, cadence, creative with the goal of driving demand
Lead analysis of database projections as well as A/B tests in partnership with analytics team
Work closely with corporate counterparts in Geneva, Switzerland on centralized tools and platforms and global priorities
Build strong working relationships internally with cross functional teams (analytics, creative)
QUALIFICATIONS (skills, competencies, experience)
BS in Marketing, MBA preferred
10 years' experience
3 years' experience in leading a team
Prove track record of building, scaling, and managing Loyalty programs, primarily through periods of growth
An expert in Market Analysis, Marketing research and utilizing User Experience Testing software
Proficient in tools like Tableau, Power BI or similar platforms for visualizing and interpreting consumer data
Strong intellectual horsepower, relentlessly data-driven, with excellent quantitative and analytic skills
Detail-oriented and proven ability to thrive in a fast-paced environment
Must be a self-starter, with strong planning and organizational skills
Proven experience and success in presenting plans to senior management and influencing top level client decisions related to media strategy and implementation
Adept at injecting ideas, innovation, and leading industry developments into planning assignments
Thinks clearly and diplomatically when participating in a discussion to field complex or sensitive questions
Excellent written/verbal communication, presentation, organizational, interpersonal, and analytical skills
Able to manage a budget, plan and schedule around peak season keeping in mind the needs of the business
Apply innovative marketing strategies such as email templates, A/B tests, systems, events, etc. to retain existing and attract new customers
VISA REQUIREMENTS (if any)
US passport or Green Card