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 Senior Manager, Loyalty Marketing. The Senior Manager, Loyalty Marketing 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 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 Senior Manager, Loyalty Marketing 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 Senior Manager, Loyalty Marketing 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. I