Senior Director, Loyalty Analytics & Member Experience

The Senior Director, Loyalty Operations, Analytics & Marketing is a strategic leader responsible for defining and executing Carnival’s loyalty vision to drive guest engagement, retention, and lifetime value. This role oversees the full operational lifecycle of the Carnival Rewards program (currently VIFP until 2026), including benefit fulfillment, top-tier and milestone programs, and all guest-facing touchpoints across onboard, shoreside, and digital channels.

Responsibilities

• Loyalty Benefit & Member Experience Strategy (Portfolio Ownership)

  • Own the end-to-end strategy and governance for the Loyalty benefits portfolio—including Tier Benefits, Milestone Programs, and the Diamond Desk—covering 30M+ members across onboard, shoreside, and digital channels.

  • Set a 3–5 year roadmap for benefit design, eligibility rules, fulfillment models, and inventory planning; ensure experiences are consistent, scalable, and cost-effective.

  • Partner at the executive level with SVP/VPs of Housekeeping, Beverage Operations, Dining, Guest Services, Entertainment, and Retail to co-create guest journeys and service standards that drive engagement, retention, and lifetime value.

  • Establish experience KPIs (e.g., benefit fulfillment accuracy, guest satisfaction, utilization rates, cost-to-serve) and lead monthly/quarterly reviews with shipboard and shoreside leadership.

• Technology Enablement & Data Integrity (Compliance + Reporting)

  • In partnership with the VP & Sr Director of IT Operations (Shipboard & Contact Center IT), govern compliant delivery of benefits, ensuring robust controls, auditability, and data accuracy across all systems and reports.

  • Lead release governance and change management for loyalty-related tech (eligibility rules, entitlements, UI/UX), including QA standards, defect SLAs, rollback plans, and data integrity monitoring.

  • Ensure privacy and security controls are embedded in member data capture, storage, and activation workflows; drive root-cause analysis and corrective actions for incidents.

• Shipboard, Port & Destination Operations Leadership

  • Provide senior leadership for loyalty operations across 29 ships, 15+ ports of call, and Carnival-operated destinations (Celebration Key, Half Moon Cay, Isla Tropicale).

  • Partner with the VP of Port Ops, the VP of Destinations, the Sr Director of Guest Services, GOL, and the VP of Guest Services & Ports to set service standards, SOPs, and escalation protocols that ensure on-time, on-quality delivery of benefits.

  • Implement operational audits, SLA scorecards, and continuous improvement plans to reduce defects, guest friction, and cost-to-serve while increasing benefit utilization and satisfaction

• Compliance, Training & Shipboard Champion Network

  • Design and lead the compliance framework for loyalty operations, including policy creation, training certification, and field audits across shipboard teams.

  • Build and manage a high-performing network of 35+ Loyalty Champions across 29+ ships, ensuring consistent communication, enablement, and adherence to SOPs for new launches and changes.

  • Establish a training curriculum (role-based learning paths, refresh cycles, assessments) with performance dashboards to track certification rates, knowledge retention, and impact on KPIs.                            

• Contact Center & Sales Enablement (Diamond Desk Leadership)

  • Lead loyalty operations across contact centers in partnership with the VP of Contact Center and VP of Sales, setting policies, playbooks, campaign handling, and service SLAs for loyalty members.

  • Create and oversee the compliance and training programs for 30+ Loyalty Champions across contact centers, PVP, and Guest Care teams.

  • Direct the Diamond Desk team of 20+—owning staffing models, QA standards, knowledge management, escalation handling, and executive reporting—to ensure accurate, timely, and brand-aligned member communications and benefit fulfillment.

• Integrated Marketing & Agency Management