Senior Manager, Lifecycle Engagement & CRM
Position Summary
The Senior Manager, Lifecycle Engagement is responsible for building and executing a modern, globally enabled lifecycle strategy across the entire guest journey, spanning prospects, guests, and travel advisor partners. This role focuses on translating strategic vision into actionable programs and scalable journeys, while working closely with the SVP of Marketing to shape lifecycle strategy and priorities.
Key Responsibilities
Partner closely with the SVP of Marketing to help define and evolve lifecycle engagement strategy across acquisition, pre-cruise, onboard, and post-cruise experiences
Translate lifecycle strategy into clear roadmaps, programs, and journey frameworks
Support the development of a cohesive end-to-end guest and advisor journey across all touchpoints
Execute and continuously optimize lifecycle programs spanning onboarding, engagement, retention, loyalty, and win-back
Identify and activate opportunities to increase customer lifetime value, repeat engagement, and direct bookings
Collaborate with Product, Operations, Revenue Management, Sales, and Technology teams to ensure lifecycle strategies are effectively executed across the full guest experience
Help bridge marketing strategy with real-world guest interactions, ensuring alignment across pre-travel, onboard, and service touchpoints
Support cross-functional initiatives that connect data, teams, and touchpoints into a unified engagement model
Lead execution of lifecycle programs across core audiences: Prospects, Guests, Travel advisors
Lead generation and nurturing
Activate behavior-based journeys to improve conversion rates
Align with sales and trade teams to connect advisor-driven and direct lead flows
Data, Segmentation & Personalization
Partner with IT and Data teams to support lifecycle data strategy and governance
Execute segmentation strategies across audiences to improve targeting and engagement
Support the shift toward more personalized and dynamic engagement using behavioral insights
Lifecycle Program Development
Develop and scale lifecycle programs across all stages, including: Prospect nurturing and conversion, Pre-cruise engagement and preparation, Onboard and in-journey engagement, Post-cruise retention, loyalty, and advocacy, Advisor engagement and enablement
Implement content-driven and experience-led approaches to enhance both guest and advisor relationships
Performance & Optimization
Track and manage performance metrics tied to acquisition, conversion, engagement, retention, and revenue
Translate data and insights into clear optimization actions
Support a test-and-learn culture across lifecycle initiatives
Monitor performance trends and continuously refine programs to improve outcomes
Technology & Enablement
Partner with Digital and IT teams to ensure CRM and marketing technology effectively supports lifecycle programs
Support enhancements to CRM platforms, data integration, and activation capabilities
Ensure systems enable seamless execution across channels
Qualifications
7–10 years of experience in lifecycle marketing, CRM, or customer engagement
Strong working knowledge of segmentation, personalization, and customer data
Proven ability to collaborate cross-functionally beyond marketing, including with product and operations teams
Experience with CRM and marketing technology platforms (Salesforce or similar)
Strong analytical mindset with ability to translate insights into action
Detail-oriented with ability to manage multiple programs simultaneously
Success Metrics
Growth in lifecycle-driven revenue and customer lifetime value
Improved lead-to-conversion rates and funnel efficiency
Increased guest engagement, retention, and repeat bookings
Contribution to broader marketing and business objectives through lifecycle initiatives