ALLIE SMITH
Boca Raton
Summary
Marketing executive with 20 years of experience growing brands and businesses for large, global companies. Experienced in leading cross-functional teams, building strategic brands, and leveraging data to drive measurable growth. Responsible for large, complex marketing organizations, and budgets.
Overview
20
20
years of professional experience
Work History
Senior Vice President, Marketing
MSC CRUISES U.S.
Miami
01.2021 - Current
- Lead the full-funnel marketing strategy for the U.S. market, increasing brand awareness, consideration, and demand; elevated the U.S. from #4 to #1 contributor of total company bookings.
- Conceived and executed the company’s first Super Bowl 360 campaign, introducing a new brand platform, driving record-breaking site traffic, and accelerating customer acquisition.
- Manage a large marketing budget while having scaled it significantly, more than doubling spend and improving brand health and demand.
- Launched and grew high-impact digital growth channels, including: SMS program generating 100K+ qualified leads in its first quarter, U.S. TikTok channel achieving the second-largest following in the category.
- Built and lead a high-performing, cross-functional marketing organization, including brand, advertising, media, promotions, partnerships, CRM, analytics, creative, and product marketing.
- Forged and executed strategic partnerships with the New York Knicks and Miami Dolphins, establishing MSC Cruises as the official cruise line and strengthening brand presence.
- Directed agency selection and implemented marketing technologies to accelerate insights and drive customer acquisition.
- Spearheaded the first U.S.-led product launch, developing an integrated go-to-market strategy that set new internal benchmarks.
- Created a Product Marketing function to improve product storytelling, customer understanding, and commercial performance.
- Won the Smarties Bronze Award – Omnichannel Marketing for the Let’s Holiday campaign, delivering a seamless multi-channel customer experience across TV, print, radio, Out-of-Home (OOH), direct marketing, PR, and digital platforms.
Senior Director, Consumer Marketing
NORWEGIAN CRUISE LINE HOLDINGS
Miami
01.2014 - 12.2021
- Owned integrated media and advertising strategy across TV, digital, paid social, search, OOH, and CRM to drive demand at scale.
- Led the end-to-end consumer journey, ensuring creative messaging was optimized across audiences and platforms.
- Delivered a 22% improvement in ROAS and generated 800K+ new qualified leads in a single fiscal year.
- Built strong agency and partner relationships, enabling rapid execution, including securing a last-minute Super Bowl TV placement that drove record site traffic.
- Led brand partnerships and celebrity programs (Kelly Clarkson, Andy Grammer, Elvis Duran) to expand reach, relevance, and affinity.
- Helped create award-winning brand activations, including a Silver ADDY-winning NYC experiential campaign.
- Implemented the company’s first marketing attribution model, enabling true visibility into online/offline performance and bookings.
Director, Media & Acquisition Marketing
NORWEGIAN CRUISE LINE HOLDINGS
Miami
01.2014 - 12.2021
- Developed annual and quarterly media investment strategies aligned to business priorities and seasonal demand.
- Drove consistent over-performance in traffic, lead generation, and conversion while improving efficiency.
- Led agency RFP and onboarding, delivering 20% media cost savings.
- Oversaw large-scale CRM programs, including 450+ email campaigns and 40+ direct mail initiatives annually.
- Managed a major branded entertainment partnership featured in Ad Age, generating significant earned media.
Media Planning Supervisor (MetLife)
CRISPIN, PORTER + BOGUSKY
Miami
01.2013 - 12.2014
- Developed consumer-first media strategies focused on engagement rather than traditional reach metrics.
- Managed $35M+ media budget and led a team of planners.
- Expanded B2B planning output by 300% year-over-year.
Media Buying Supervisor, National Broadcast & Radio
ZIMMERMAN
New York
01.2010 - 12.2013
- Founded and scaled the agency’s National Media Buying department, growing it 250% in three years.
- Managed multimillion-dollar budgets across major national brands.
- Negotiated first-ever upfront buys, delivering 15% annual savings.
Media Buyer, National Broadcast
ZENITH MEDIA
New York
01.2006 - 12.2010
Education
Master of Business Administration -
University of Florida – Warrington College of Business
Bachelor of Science - Marketing, Cum Laude
University of Florida – Warrington College of Business
Semester Abroad
Drake University
Florence, ItalySkills
- Marketing strategy
- Brand management
- Digital marketing
- Campaign execution
- Product marketing
- Media strategy
Timeline
Senior Vice President, Marketing
MSC CRUISES U.S.
01.2021 - Current
Senior Director, Consumer Marketing
NORWEGIAN CRUISE LINE HOLDINGS
01.2014 - 12.2021
Director, Media & Acquisition Marketing
NORWEGIAN CRUISE LINE HOLDINGS
01.2014 - 12.2021
Media Planning Supervisor (MetLife)
CRISPIN, PORTER + BOGUSKY
01.2013 - 12.2014
Media Buying Supervisor, National Broadcast & Radio
ZIMMERMAN
01.2010 - 12.2013
Media Buyer, National Broadcast
ZENITH MEDIA
01.2006 - 12.2010
Master of Business Administration -
University of Florida – Warrington College of Business
Bachelor of Science - Marketing, Cum Laude
University of Florida – Warrington College of Business
Semester Abroad
Drake University