CRM AVP

Grade:CARN05Reports to:Chief Commercial OfficerFunction:CommercialDirectorate:CommercialDepartment:CRM

Role Summary

The AVP, CRM is accountable for maximising customer lifetime value through data-driven, personalised and orchestrated customer engagement for both P&O Cruises and Cunard. Reporting to the Chief Commercial Officer, the role is accountable for CRM strategy, customer data activation, lifecycle marketing and personalisation, ensuring the right message, offer and experience reaches the right customer at the right time across owned channels. The role plays a central leadership role in scaling Carnival UK's marketing technology ecosystem, notably Salesforce and Adobe Experience Platform, to enable a single, actionable view of the guest.

Key Accountabilities:

• Lead and define the CRM and customer engagement strategy across the full guest lifecycle, including prospect nurture, pre-cruise, onboard, post-cruise and repeat booking activity.
• Lead the activation of customer data to deliver personalised communications and experiences at scale across owned channels, driving engagement, conversion and loyalty.
• Serve as the centre of excellence for the CRM marketing technology ecosystem, including Salesforce and Adobe Experience Platform, defining the vision, roadmap and prioritisation of use cases.
• Build and lead a high-performing CRM function while providing enterprise leadership across brands, functions and markets to drive CRM transformation and commercial performance.

Essential Minimum Qualifications:

• Degree-level education (or equivalent professional experience) in Marketing, Business, Data, Economics or a related discipline.
• Strong commercial and analytical capability, with confidence interpreting financial and performance metrics at enterprise scale.

Essential Experience Required:

• Extensive senior leadership experience within CRM, lifecycle marketing or customer marketing in a large, complex organisation.
• Proven ownership of CRM strategy, operating models and large-scale performance outcomes.
• Demonstrable experience driving commercial impact and customer value through CRM activity.
• Proven leadership of senior managers and multi-disciplinary teams.
• Strong experience influencing Executive Leadership Teams and senior commercial stakeholders.
• Experience operating within regulated environments, with responsibility for governance, risk and compliance.

This role is offered as a full-time permanent position and aligns to our hybrid working.

We believe in people working in a way that brings out their best. As an inclusive employer, our flexible working approach aims to respect and protect the commitments our people have outside of work, as well as build a community that thinks and acts as one Carnival UK (CUK) team.