Manager, Customer Relationship Management (CRM), Disney Cruise Line

Wherever you are in the amazing world of Disney, you are contributing to the stories of our iconic brands, recognised by audiences everywhere for entertainment, information and inspiration. Innovation, imagination and inclusion are at the core of Disney, defining the experience that we deliver as well as providing the foundation of our success. The scope of our business, combined with global growth and collaboration result in an inclusive employee experience characterised by continuous learning, development and achievement.

About Disney Cruise Line:

Since launching in 1998, Disney Cruise Line has established itself as a leader in the cruise industry, providing a setting where families can reconnect, adults can recharge and children can experience all Disney has to offer. Today, the award-winning Disney Cruise Line continues to expand its blueprint for family cruising with a fleet of five ships — the Disney Magic, Disney Wonder, Disney Dream, Disney Fantasy and Disney Wish — and three more ships planned. One of these ships will exclusively homeport in Singapore for at least five years beginning in 2025, marking the cruise line’s debut in Southeast Asia.

About the Role:

The Manager, Customer Relationship Management (CRM) is responsible for developing and executing comprehensive CRM strategies aimed at enhancing customer relationships, satisfaction, and loyalty. This role involves analyzing customer data, designing personalized engagement initiatives, and collaborating with cross-functional teams to align CRM activities with business objectives. The manager will also develop content strategies for CRM campaigns and ensure they are approved by the right stakeholders.

Responsibilities:

• CRM Strategy Development: Create and implement CRM strategies to improve customer engagement and retention. Play a critical role in annual planning, providing insights, recommendations and strategies to help shape the holistic marketing plan.
• Technical Expertise: Lead the design, development, and implementation of complex CRM solutions and integrations.
• Data Analysis: Analyze customer and market data to identify trends, preferences, and behaviors, and use insights to identify engagement and growth opportunities and inform CRM initiatives
• Customer Segmentation: Develop and manage customer segmentation models to target specific customer groups effectively.
• Support the global loyalty program and integrate the process into the overall framework
• Personalized Engagement: Analyze customer data to derive insights and lead the development and execution of targeted marketing campaigns and communication strategies.
• Content Strategy: Develop content strategies for CRM campaigns and secure approval from relevant stakeholders.
• Conversion - Encourage customers who receive email updates to book their itineraries through targeted and compelling marketing messages.
• Cross-Collaboration: Partner with cross-functional teams to analyze business and marketing data and effectively translate analytics into clear insights, actionable recommendations, and strategies to optimize existing processes and drive key business metrics.
• Performance Tracking: Measure and track key performance metrics related to customer engagement, retention, and satisfaction, and report findings to senior management.
• Project Management – Manage complete CRM lifecycle oversee system configuration, customization, integrations, data migration, and ongoing maintenance, utilizing project management methodologies to ensure timely and successful project execution.
• Continuous Improvement: Champion new customer engagement and retention techniques/approaches, drive continued innovation in evolving marketing programs most effective at engaging the SEA+India audience at scale.
• Vendor Management - Coordinate with external vendors and suppliers for procurement of marketing services and materials and manage vendor relationships effectively.
• Financial Administration: Assist with budget tracking for direct marketing activities, ensuring compliance with company policies and procedures. Maintain records of marketing tools and databases in terms of contracts, agreements, and partners documentation.

Requirements:

• Strong business and commercial acumen with proven track record of driving exponential sales growth through the effective management of CRM analysis, channels and platforms (Meta, YouTube, Google, Adobe Campaign, Braze, Salesforce, etc.)
• In-depth understanding of database concepts, SQL queries, and scripting languages.
• Experience with Audience segmentation and activation tools (DMP, CDP, Data Onboarders), A/B testing, campaign analysis, and CRM reporting.
• Understanding of Customer Data Strategy concepts (1st/2nd/3rd party data, Compliance, Data Privacy and Suppression, Segmentation)
• Basic experience with API integrations, web services, and microservices architectures is a bonus
• Highly motivated and innovative team player with positive learning attitude
• with excellent interpersonal, communication, organizational, and problem-solving skills who works well under pressure with minimal supervision
• Good time management skills and the ability to manage multiple priorities
• Must be flexible and comfortable working across different time zones to collaborate with global teams and stakeholders.

The Walt Disney Company is an Equal Opportunity Employer. We strive to be a diverse workforce that is representative of our audiences, and where all can thrive and belong. We are committed to building a team that includes and respects a variety of voices, identities, backgrounds, experiences and perspectives.

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