Senior Manager, Lifecycle Engagement & CRM

At AmaWaterways, we believe meaningful careers begin with purpose, passion and a shared commitment to delivering unforgettable experiences. For those who value curiosity, connection and personal enrichment, AmaWaterways offers the opportunity to help craft meaningful river journeys that invite travelers to follow their own current. Built on a foundation of heartfelt hospitality, we treat our guests—and each other—with genuine care, warmth and respect. AmaWaterways fosters a collaborative environment both onboard our ships and across our global network of offices, where team members grow together, support one another and take pride in upholding the high standards and thoughtful service our company is known for.

We invite talented, motivated professionals to explore our career opportunities and begin their journey with AmaWaterways today.

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. The Senior Manager will help operationalize a unified approach to engagement across digital and offline touchpoints, ensuring every interaction, from initial discovery through post-cruise advocacy, is coordinated, data-driven, and experience-led. Through strong cross-functional collaboration, this role partners across marketing, product, operations, revenue management, sales, and technology to activate opportunities for deeper engagement, personalization, and long-term value creation. The ideal candidate is both a strategic thinker and hands-on operator who combines customer insight, CRM expertise, and executional excellence to drive measurable business impact.

Key Responsibilities

Lifecycle Strategy & Journey Execution

• 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

Cross-Functional Guest Experience Integration

• 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

Lifecycle Execution & Journey Activation

• Lead execution of lifecycle programs across core audiences: 

• Prospects: lead generation and nurturing
• Guests: pre-, during, and post-cruise lifecycle
• Travel advisors: engagement and retention

• Ensure lifecycle touchpoints are orchestrated into a seamless and connected experience across channels
• Partner with internal teams to align lifecycle campaigns with broader marketing and sales initiatives

Lead Generation & Nurturing

• Execute structured lead management and nurturing programs
• Support segmentation and engagement strategies that move prospects through the funnel efficiently
• 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
• Ensure lifecycle programs are powered by accurate, unified, and actionable data
• 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
• Experience executing lifecycle strategies across full-funnel customer journeys
• Strong working knowledge of segmentation, personalization, and customer data
• Experience working across both direct-to-consumer and partner ecosystems
• 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

Competencies

• Strong executor with ability to operationalize strategic vision
• Deep understanding of the customer journey and lifecycle marketing principles
• Highly collaborative with strong cross-functional partnership skills
• Data-driven and results-oriented
• 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
• Effectiveness of personalized lifecycle programs
• Seamless execution of integrated, cross-channel guest journeys
• Contribution to broader marketing and business objectives through lifecycle initiatives