📌 Core Information
🔹 Job Title: Director, Lifecycle Marketing
🔹 Company: Holland America Group
🔹 Location: Seattle, Washington, United States
🔹 Job Type: Hybrid (3 days/week in office)
🔹 Category: Travel Arrangements
🔹 Date Posted: July 18, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Leading cross-channel lifecycle marketing strategies to drive bookings, retention, and loyalty
- Developing and executing automated journeys across email, SMS, push, and direct mail
- Collaborating with integrated marketing, e-commerce, MarTech, and commercial teams
- Managing a team of lifecycle marketers and overseeing the lifecycle marketing roadmap
ASSUMPTION: This role requires a strategic thinker with a strong background in lifecycle marketing and a proven track record of leading teams and driving results through data-driven strategies.
📋 Key Responsibilities
✅ Lead the development and execution of cross-channel lifecycle strategies that drive conversion, retention, and long-term loyalty
✅ Map out and maintain the entire lifecycle marketing roadmap, including email automation and cross-channel journeys
✅ Partner with analytics team to monitor performance, surface trends, and identify opportunities to increase bookings and enhance customer journey
✅ Collaborate with integrated marketing team and creative services to ensure messaging aligns with brand strategy and campaign priorities
✅ Foster collaborative internal communications and relationships with colleagues and internal departments
✅ Advance the company’s Culture Essentials by cultivating an open, candid, and safe workspace for all team associates
ASSUMPTION: This role involves both strategic planning and hands-on execution, requiring a candidate who can balance big-picture thinking with attention to detail.
🎯 Required Qualifications
Education: Bachelor's Degree in Marketing or related field
Experience: Minimum of 8 years in lifecycle, CRM, or email marketing with at least 3 years in a leadership role
Required Skills:
- Deep expertise in Iterable or comparable marketing automation platform
- Experience developing and analyzing reporting in business visualization packages
- Proven experience with A/B testing and channel incrementality analysis
- Excellent project management skills
- Proven experience designing and implementing complex automated journeys
- Executive communication skills
- Ability to work successfully across functions and teams in a matrixed environment
Preferred Skills:
- HTML/CSS coding experience
- SQL experience
- Experience working with data science and database teams
ASSUMPTION: Candidates should have a strong background in lifecycle marketing and experience leading teams, with a focus on data-driven strategies and cross-channel execution.
💰 Compensation & Benefits
Salary Range: $132,300.00 - $178,600.00 per year
Benefits:
- Cruise and Travel Privileges
- Health Benefits
- 401(k)
- Employee Stock Purchase Plan
- Training & Professional Development
- Tuition & Professional Certification Reimbursement
- Rewards & Incentives
Working Hours: Full-time, 40 hours per week
ASSUMPTION: The salary range provided is applicable for the labor market where the role is intended to be hired. Final base salary is directly related to each candidate's qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Travel Arrangements
Company Size: 10,001+ employees
Founded: 1873 (as Holland America Line)
Company Description:
- Holland America Group is a leading cruise line operating a fleet of modern ships visiting over 380 destinations around the globe
- The company is committed to providing exceptional customer service and creating memorable experiences for guests
- Holland America Group respects the seas it sails and destinations it visits, adhering to international rules regulating operations and environmental stewardship
Company Specialties:
- Guest Experience and Operations
- Food and Beverage
- Marine Operations
- Marketing
- Product Management
- Information Technology
- Medical and Public Health Administration
- Retail and Photo Operations
- Fleet Technical Services
- Accounting and Finance
- Customer Service and Contact Center
- Supply Chain
- Safety
- Environmental & Regulatory Services
- Shore Operations
- Market and Deployment Planning
- Legal
- Public Relations
- and Sales
Company Website: www.hollandamerica.com
ASSUMPTION: Holland America Group is a well-established company in the travel industry, offering a wide range of career opportunities across various departments.
📊 Role Analysis
Career Level: Executive/Management
Reporting Structure: Reports directly to the VP of Integrated Marketing
Work Arrangement: Hybrid (3 days/week in office)
Growth Opportunities:
- Potential to influence and shape the company's lifecycle marketing strategy
- Opportunities to collaborate with and learn from various departments and teams
- Possibility to advance within the marketing organization or explore other roles within the company
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a meaningful impact on the company's lifecycle marketing efforts.
🌍 Location & Work Environment
Office Type: Hybrid (3 days/week in office)
Office Location(s): Seattle, Washington, United States
Geographic Context:
- Seattle is a vibrant city with a strong tech industry and a growing cruise industry
- The city offers a high quality of life, with numerous cultural attractions, outdoor activities, and a thriving food scene
- Seattle has a mild, oceanic climate with cool, wet winters and mild, relatively dry summers
Work Schedule: Full-time, 40 hours per week, with flexibility to work remotely 2 days/week
ASSUMPTION: The hybrid work arrangement offers a good balance between in-office collaboration and remote flexibility.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video screening with HR
- In-depth interviews with hiring manager and team members
- Final interview with VP of Integrated Marketing
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Data-driven decision-making and analytical skills
- Leadership and team management skills
- Cross-functional collaboration and communication skills
- Cultural fit and alignment with company values
Application Tips:
- Tailor your resume and cover letter to highlight your lifecycle marketing experience and leadership skills
- Be prepared to discuss your experience with marketing automation platforms and data analysis tools
- Demonstrate your understanding of the cruise industry and Holland America Group's business
- Showcase your ability to balance strategic thinking with attention to detail
ATS Keywords: Lifecycle Marketing, CRM, Email Marketing, Data Analysis, Marketing Automation, Team Leadership, A/B Testing, Cross-Channel Marketing, Customer Journey, Performance Optimization
ASSUMPTION: The interview process will focus on assessing the candidate's strategic thinking, data-driven approach, and leadership skills, as well as their cultural fit with the company.
🛠️ Tools & Technologies
- Iterable or comparable marketing automation platform
- Business visualization packages (Power BI, Looker)
- HTML/CSS
- SQL
ASSUMPTION: Familiarity with the listed tools and technologies is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Exceeding Guest Expectations
- Integrity and Ethical Behavior
- Respect and Diversity
- Teamwork and Collaboration
- Innovation and Continuous Improvement
Work Style:
- Data-driven and strategic
- Collaborative and team-oriented
- Adaptable and responsive to changing business needs
- Attention to detail and commitment to quality
Self-Assessment Questions:
- How have you leveraged data to drive lifecycle marketing strategies in previous roles?
- Can you describe a time when you had to pivot quickly to respond to changing business needs?
- How do you foster a collaborative and inclusive work environment?
ASSUMPTION: Holland America Group values candidates who align with their core values and demonstrate a strong work ethic, attention to detail, and commitment to exceeding guest expectations.
⚠️ Potential Challenges
- Balancing strategic thinking with hands-on execution
- Managing a team and overseeing multiple priorities
- Adapting to a hybrid work environment and maintaining productivity
- Navigating a large, matrixed organization
- Keeping up with industry trends and technological advancements in marketing automation
ASSUMPTION: The successful candidate will be able to navigate these challenges and thrive in a dynamic, fast-paced environment.
📈 Similar Roles Comparison
- This role differs from other lifecycle marketing positions in its focus on the cruise industry and cross-channel customer journey
- Industry-specific context: The cruise industry is highly competitive, with a strong focus on customer experience and loyalty
- Career path comparison: This role offers opportunities to advance within the marketing organization or explore other roles within the company
ASSUMPTION: This role is unique in its focus on the cruise industry and offers a compelling opportunity for experienced lifecycle marketers looking to make a significant impact in a dynamic and growing industry.
📝 Sample Projects
- Developing and executing a cross-channel campaign to re-engage past guests and drive bookings
- Analyzing customer data to identify trends and optimize segmentation strategy
- Collaborating with creative services to develop on-brand messaging and content for lifecycle marketing campaigns
ASSUMPTION: These sample projects illustrate the strategic and hands-on nature of the role, requiring both data-driven decision-making and creative problem-solving.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader marketing strategy for the company?
- What are the key priorities for the first 90 days in this role?
- How does the company support the professional development and growth of its marketing team members?
- What are the biggest challenges facing the lifecycle marketing team currently, and how can this role help address them?
- How does the company measure the success of its lifecycle marketing efforts, and what key performance indicators (KPIs) are most important?
ASSUMPTION: Asking these questions will help you better understand the role, the team, and the company's priorities, enabling you to make an informed decision about the opportunity.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your lifecycle marketing experience and leadership skills
- Prepare for interview questions focused on your strategic thinking, data-driven approach, and leadership skills
- Research the cruise industry and Holland America Group's business to demonstrate your understanding of the company and its market
- Follow up with the hiring manager one week after your final interview to express your enthusiasm for the opportunity
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
