Director, Marketing

About the role

The ideal candidate will be located in Florida, or the East Coast of the US. The Director, Marketing is accountable for defining and executing the regional marketing strategy across the Americas, driving regional demand generation, brand growth, trade marketing effectiveness, and marketing contribution to commercial performance. The role translates global marketing strategy into market execution, ensuring local activity supports business growth objectives while maintaining alignment with HX brand standards.

The position leads the regional marketing team and works closely with Sales, Revenue Management, and the overall Marketing team to maximize marketing effectiveness, market share, and guest acquisition. A critical part of the role is to lead the marketing relationship with major consortia, trade partners, and commercial partners, agreeing priorities with Sales and ensuring partner marketing plans, co-op investment, and campaign activity are aligned to revenue growth objectives.

Responsibilities

• Translate global marketing strategy into clear regional plans for the Americas, defining market priorities, growth opportunities, and investment focus.
• Shape the long-term marketing strategy for the Americas, influencing regional growth priorities, customer acquisition strategy, distribution channel development, and investment allocation.
• Provide leadership and direction to the regional marketing team, ensuring activity is aligned to business objectives, brand standards, and commercial priorities.
• Use market, customer, and competitor insight to identify opportunities that accelerate brand awareness, market share, and guest acquisition.
• Partner with Global Marketing leadership to influence enterprise-wide marketing strategy, providing regional insight that informs global priorities and investment decisions.
• Own the regional acquisition, trade marketing, and demand generation strategy across paid, owned, earned, trade, and partner channels.
• Lead the development and delivery of annual and seasonal trade marketing plans for the Americas, ensuring activity supports agreed sales priorities and commercial growth targets.
• Share accountability with Commercial, Revenue Management, and Sales leadership for delivery of regional growth objectives, including revenue, market share, customer acquisition, and partner performance.
• Lead strategic marketing investment decisions across the Americas, balancing short-term commercial performance with long-term brand growth objectives.
• Own the marketing relationship with major consortia, key trade partners, and strategic partner accounts, ensuring joint plans are commercially focused, well-governed, and measured.
• Lead co-op marketing planning, prioritization, and budget allocation, ensuring investment is directed to the highest-value partner opportunities and linked to clear performance expectations.
• Own the strategic prioritization of multimillion-dollar marketing investments across markets, channels, partners, and customer segments.
• Provide executive-level reporting on marketing effectiveness, return on investment, customer acquisition costs, and commercial contribution to regional leadership.
• Drive brand awareness, consideration, and conversion activity that contributes to revenue, pipeline growth, partner engagement, and customer acquisition.
• Ensure regional campaigns, content, and channel activity reflect HX brand positioning while being relevant to local market, trade, and partner needs.
• Partner closely with Sales and Revenue Management to agree market priorities, campaign focus, promotional activity, and partner marketing plans that support commercial objectives.
• Work with Sales leadership to define where marketing support is required across strategic accounts, consortia, hosted events, trade campaigns, and high-value partner opportunities.
• Ensure the market has the tools, assets, content, and campaign support required to drive commercial delivery across direct, trade, consortia, and partner channels.
• Share market intelligence, customer insights, partner feedback, and competitor activity to inform global marketing, product, and commercial decision making.
• Lead complex, cross-functional initiatives with regional and global impact.
• Manage the regional marketing and co-op marketing budget, ensuring resources are allocated to the highest-value market, trade, and partner opportunities and delivered within agreed financial parameters.
• Establish performance measurement frameworks that enable clear ROI reporting on regional campaigns, partner activity, co-op investment, and trade marketing effectiveness.
• Lead regional agency, partner, and supplier activity where relevant, ensuring quality of execution, governance, and consistency with global standards.
• Contribute to broader team and business priorities as needed.
• Thinks sustainably and brings this mindset to their team and partners.

Requirements

• Extensive experience leading regional or multinational marketing organizations.
• Strong strategic marketing and brand leadership capability, with experience translating global strategy into market execution.
• Demonstrated expertise in demand generation, integrated marketing, trade marketing, and full-funnel performance across paid, owned, earned, and partner channels.
• Experience leading trade marketing plans, consortia relationships, partner campaigns, and co-op marketing programs.
• Strong commercial acumen and ability to connect marketing investment to business outcomes.
• Experience managing marketing budgets, resource allocation, and ROI measurement.
• Proven ability to influence cross-functional stakeholders within a matrix organization.
• Strong analytical capability and experience using data, insights, and performance reporting to improve decision making.
• Experience leading agency and external partner relationships.
• Relevant degree in Marketing, Business, or related discipline.
• Tech-forward and adaptable, with a proven ability to quickly learn new systems.
• Proficiency in MS Office applications including Outlook, PowerPoint, Word, and Excel.
• Cruise, Travel, hospitality, or luxury sector experience beneficial but not required.

Skills

• Demonstrates strategic thinking and sound commercial judgment.
• Builds strong relationships and collaborates effectively across functions, markets, and senior stakeholders.
• Leads through influence in a matrix environment, balancing global standards with local market needs.
• Maintains pace, focus, and quality while managing competing priorities.
• Communicates clearly and effectively at all organizational levels.
• Demonstrates resilience, adaptability, and a continuous improvement mindset.
• Acts with integrity, accountability, and ownership for business impact.

Benefits

• Competitive compensation.
• Employer-paid Medical, Vision, and Dental coverage.
• Employee Assistance Program (EAP).
• Retirement plan with 4% employer match.
• 11 paid holidays.
• 3 weeks of vacation.
• 9 personal days.
• Employee discounts.

Pay

Salary for this position is $155,000 to $195,000 based on experience.

About the Company

Since 1896, HX has championed sustainability in the expedition cruise sector. From launching the world’s first battery-hybrid expedition cruise ships to banning heavy fuel oil and single-use plastics from our fleet, we are at the forefront of driving sustainable practices in expedition cruises that prioritize greener travel. For nearly 130 years, we have been committed to continuously improving what we do for our guests but also for the people we work with.

We are a group of explorers who want to seek out the very best journeys for our guests but also for ourselves. We take our guests on big life-changing adventures, from the stunning wilderness of the Arctic to the incredible creatures on the Galápagos Islands, all on our purpose-built expedition ships. Our HX fleet explores hundreds of destinations in over 30 countries across 5 continents.

Our ambition is strong and lofty – we want to become the number one sustainable expedition brand in the world. As a newly branded company built on a 130-year heritage, HX is at an exciting new chapter. We are looking for talented explorers who want to join us on our exciting expedition to growth and success. This could include traveling and working in amazing HX hubs both on sea and land, from our impressive new Headquarters in London to our state-of-the-art Customer Service Centre in Prague, as well as various offices across Europe, the US, and APAC.

One thing you’ll find whether on sea or land is a group of people, all connected with the same mindset and purpose – we want to explore more, champion sustainability, and become the world’s very best expedition cruise operator.

• Single-use plastic ban: HX was the first major travel company to have removed single-use plastic from its entire fleet and hotels.
• Hybrid Explorer ships: HX Expedition has two hybrid-electric powered expedition cruise ships that offer a 20% reduction of fuel consumption.
• Beach cleanups: HX Expedition Teams encourage guests to take part in beach clean-ups, which results in several metric tonnes of trash every year being removed.
• HX Expedition Foundation: Our HX Foundation is a dedicated charity supporting local communities and environmental initiatives solely in the areas where HX’s Expedition ships sail, from the Arctic and Alaska to the UK, Galápagos Islands, and Antarctica.