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Sr Director, Loyalty

Royal Caribbean Group

Royal Caribbean Group

Miami, FL, USA
Posted on Tuesday, June 25, 2024

POSITION: Senior Director, Loyalty


REPORTS TO: AVP, Loyalty and Communications

This multi-faceted role works across the areas of customer loyalty, cobrand, and gift card to increase loyalty, guest satisfaction, and engagement.

Our loyalty members are the center of our business driving revenue, load factor, and NPS. This role will own the loyalty program strategy, program operations, member marketing, as well as cobrand and gift card acquisitions and marketing.


The role is responsible for leading the Captain’s Club guest loyalty program globally that touches virtually all aspects of our operations from technology and call centers to hotel operations and sales. The role oversees the development and delivery of all program benefits, as well as the communication and marketing to members. This person will develop an on-going forum to interact with members, develop our member ambassador program, as well as be responsible for planning all member events including the annual President’s Cruise.

This Sr. Director will oversee the program’s long-term strategy and partnership. They will also lead our co-brand credit card and gift card products including the integration of these products with loyalty.


  • Own the vision and develop strategies to grow and strengthen guest loyalty.
  • Own all loyalty program SOPs and oversee its execution on board partnering with hotel operations and shipboard teams.
  • Manage 1-1 to loyalty marketing including engagement marketing, promotional offers, lifecycle marketing, etc.
  • Serve as the strategic leader of the Celebrity co-brand credit card product to drive incremental revenue and member engagement.
  • Serve as the strategic leader of the Celebrity gift card product to drive incremental revenue and engagement.
  • Be the voice of the loyalty member across both shoreside and shipboard teams providing actionable feedback for effective marketing, product development, and guest experience initiatives.
  • Manage and track all loyalty KPIs.
  • Represent loyalty in all brand decisions as it related to products, services, new ship launches, and more.
  • Lead the program’s innovation and expansion of capabilities
  • Manage a high performing team


  • Bachelor’s Degree in Marketing required (MBA preferred)
  • 10+ year’s experience in loyalty, travel loyalty preferred
  • 10+ year’s experience in customer marketing
  • 5+ year’s experience in a supervisory or managerial role
  • Strong leadership and project management skills
  • Excellent interpersonal, collaboration, and communication skills
  • Deep knowledge of loyalty across multiple industries required
  • Ability to operate in cross-functional global environment
  • Experience managing multiple, competing priorities in a constantly changing environment
  • Strong analytical skills and ability to analyze products, competitors and international market dynamics
  • Consumer and trend-driven with an ability to connect macro / micro trends
  • Proven ability to lead and inspire a team.
  • Demonstrated strength in communication and influencing skills; not only written and verbal, but also in the engagement of internal and external business partners
  • Skilled at partnering with VP and C-level executives in driving strategic decision-making
  • Comfortable presenting to leadership at the brand and corporate level