Crm Director

Where passion meets opportunity

The best of your adventures is the one you have yet to sail!

Your Purpose

Explora Journeys is a vibrant, cosmopolitan, European luxury brand, imagined in the heart of Swiss hospitality in Geneva. Leveraging our parent company MSC Group’s hundreds of years of maritime expertise, our fleet of six luxury ships (four currently in the pipeline) are being built and designed in a totally different and unique way that will transform and redefine the cruise experience, creating a category of its own, appealing to the next generation of luxury travellers. 
The CRM Director – Insights, Customer Lifecycle & Marketing Automation leads the strategy and activation of data-driven customer engagement programs to inform the business and support commercial growth, loyalty and lifetime value.
The role acts as business lead for lifecycle marketing and marketing automation, working in close partnership with Commercial, Digital, IT, Data and Legal teams to ensure scalable, compliant and high-performing customer communications. He/ She leads the customer’s insights area recommending how to approach the brand evolution assessment. The role is based in Geneva, Switzerland.

Your Impact

1. Lifecycle Strategy & Co-Ownership
• Lead the definition of the global customer lifecycle strategy organizing the customer journey vision with Commercial, Digital and Guest Experience teams.
• Translate lifecycle ambition into structured activation roadmaps across owned marketing automation channels.
• Define lifecycle design principles, segmentation logic and engagement frameworks aligned with brand and commercial objectives.
• Ensure cross-functional alignment between customer experience, commercial priorities and lifecycle communications.

2. Journey Activation & Channel Governance
• Lead automated journey orchestration primarily across owned CRM channels 
• Establish governance for segmentation, personalization and campaign standards.
• Coordinate with other channel owners (e.g., Media, Social, Digital) to ensure journey consistency.
• Drive structured adoption of personalization and audience activation tools.

3. Platform Business Ownership 
• Act as business product owner of marketing automation platforms (e.g., Salesforce Marketing Cloud).
• Define functional requirements, prioritization and business roadmap.
• Partner with IT, as technical owner, for architecture, integrations, security and scalability.
• Ensure operational excellence of automations, data flows and activation processes.

4. Data Governance & Compliance
• Define lifecycle communication standards in alignment with Legal and IT.
• Ensure consent management and subscription governance frameworks are operationalized within marketing automation tools.
• Support privacy-by-design principles across activation use cases.

5. Commercial Impact & Performance
• Define CRM contribution metrics and dashboards.
• Monitor engagement, retention and revenue influence.
• Provide optimization roadmaps to senior leadership.

6. Lead the development of a customer insights framework, leveraging CRM data, external ad hoc research to inform brand health evolution. Translate customer understanding into actionable growth opportunities. Partner with Guest Experience teams, Marketing and Commercial teams to design and prioritize customer research initiatives, including satisfaction tracking, journey analysis, loyalty drivers, brand tracking,etc.

7. Team & Capability Building
• Build a high-performing marketing CRM team.
• Elevate internal understanding of marketing automation capabilities and limitations.
• Drive adoption and maturity of audience strategy and segmentation practices.

Your Journey so far

•    15+ years of experience in CRM, customer lifecycle management, marketing automation or customer data roles, ideally in global and local environments.
•    Proven experience driving customer acquisition, engagement, loyalty and retention through CRM at scale.
•    Proven experience designing and managing complex customer journeys across multiple channels, markets and touchpoints, including long consideration and purchase cycles
•    Deep understanding of CRM platforms, marketing automation tools and data-driven marketing, 
•    Solid knowledge on global standards for data capture, consent management, governance, and enrichment
•    Strong analytical mindset with experience translating CRM data into actionable insights. Experience leading customer insights initiatives such as segmentation studies, loyalty drivers, NPS/satisfaction research or journey diagnostics.
•     Proven people manager, able to build, structure and develop teams to deliver measurable business outcomes.
•     Strong track record of working hands-on while leading strategically, especially in complex or fast-growth environments.
•     Experience managing agencies and external partners.
•     Prior experience in luxury, premium or high-end consumer brands strongly preferred as well as Travel & hospitality

Your Essentials

• Strategic, customer-centric and commercially minded leader.
• Highly analytical, data-driven and comfortable translating insights into action.
• Technically savvy, with the ability to bridge business, data and technology teams.
• Structured, detail-oriented and able to manage multiple priorities in a fast-paced, evolving environment.
• Outstanding collaboration and influencing skills, with proven ability to operate in a matrix organization.

Our commitment

We are committed to building a future that values diverse perspectives, embraces the world beyond borders, and fosters an inclusive environment where every individual feels valued, respected and empowered to be their authentic selves. Our commitment extends to taking meaningful, measurable actions that have a long-term positive impact on our guests, our employees and our planet.

Ready to turn your passion into something extraordinary? Join us at MSC Cruises, where new opportunities await. Apply today to be part of a global team that is pushing boundaries and achieving something remarkable. Your journey starts here!