JOB PURPOSE The Direct Marketing Manager is responsible for the strategy and execution of email and SMS campaigns to drive bookings across prospects and past guests. This role will develop and manage marketing campaigns from start to finish. This includes the overall audience engagement strategy, content planning (in partnership with our Creative team), audience segmentation and targeting, set-up and deployment within our email and SMS platforms, reporting, and ongoing testing and optimization. Another key responsibility is owning the strategy to grow the size of our opted-in customer database to ensure we're continually marketing to new prospects. The ability to work effectively across cross-functional teams – based in both in the U.S. and abroad – is essential.
KEY ACCOUNTABILITIES Manages the strategy and execution of email and SMS direct marketing efforts for prospects and past guests
Develops ongoing email and SMS content calendar and manages deployment of high volume, high frequency B2C campaigns
Develops relevant triggers and automated journeys to achieve goals and objectives
Develops and executes database growth strategies to increase our audience of prospective customers
Designs and executes customer segmentation strategies to deliver an outstanding personalized user experience
Ensures consistent, customer-centric brand messaging throughout all touchpoints by defining link strategy and collaborating with the web and revenue management teams
Works with brand and creative teams to ensure campaign assets planned, briefed, and completed on time, supporting increasingly personalized marketing campaigns
Develops reporting and analysis of direct marketing campaign performance
Develops and executes test & learn roadmap to continuously improve engagement and conversion rates
QUALIFICATIONS Bachelor's degree in Marketing, Business, or related field
6+ years marketing experience with minimum of 3 years direct marketing experience
Extensive email marketing experience managing high-volume campaigns in a fast-paced environment
Experience managing SMS, direct mail and other database marketing channels
Experience with Adobe Journey Optimizer, Marketo, Salesforce Marketing Cloud, Attentive, or similar email/SMS service providers and the ability to champion marketing automation, personalization and segmentation
Previous experience managing the creative aspects of direct marketing, from briefings to approvals
Entrepreneurial mindset, energized by identifying opportunities and working cross-functionally to address them
Strong attention to detail
Proficient with Excel and web analytics
Thorough understanding of CAN-SPAM and email compliance rules, in addition to SMS compliance rules
Comfortable working in a cross-functional, multi-national company
Knowledge of HTML, CSS, and SQL is a plus
VISA REQUIREMENTS US Passport or US Permanent Resident
MSC Cruises is an E-Verify employer
MSC Cruises USA is an equal opportunity employer that complies with all applicable federal, state, and local laws, rules and regulations. It is our policy to employ and promote qualified candidates without discrimination on the basis of race, color, sex, age, origin, sexual orientation, marital status, disability or any other characteristic protected by law. Our hiring decisions are based solely on merit, qualifications and business needs.
