Mitch McManaman

Director, Casino Marketing & Strategy · Holland America Line

mitchell.mcmanaman@gmail.com 1-440-541-8086

See what I've built Resume (PDF)

Education

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University of Florida

Gainesville, FL

Master of Business Administration (MBA) May 2020 Hough Graduate School of Business
- Full Merit Scholarship recipient.
- One-year accelerated, fully in-person program.
- Focus areas: Competitive Strategy and Marketing.
- Graduate coursework emphasized data-driven decision making, strategic analysis, and database marketing.
Master of Science in Entrepreneurship May 2017 Hough Graduate School of Business
- Entrepreneurial Excellence Award for classroom and community contribution.
- Completed as a dual degree with the BS in Finance.
Bachelor of Science in Business Administration (Finance) May 2016 Warrington College of Business
- Completed as a dual degree with the MS in Entrepreneurship.

Certifications

Claude Code Certification · Anthropic · Mar 2026
Professional Certificate in Data Science · Harvard University · Jul 2019

Experience

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Holland America Line

Miami, FL (Remote)

- Director, Casino Marketing & Strategy Mar 2024 — Present
- Sr. Manager, Casino Analytics & Strategy
- Lead casino marketing strategy and operations for the HAL brand; oversee team across analytics, campaigns, and partner marketing.
- Ship internal AI and automation tools that the marketing team uses every day.
- Transformed the $120M casino business by shifting core marketing initiative matrices to a data-driven approach. 39% year-over-year increase in expected value. Managed a team of five analysts.
- Automated the "Come Back & Sail" process using Snowflake SQL, Python, and AWS to qualify high-value casino guests in real time and inject offers into the reservation system.
- Built a ChatGPT-4o proofing tool that checks targeted offers before send (over 100K guests). Zero communication errors since launch on high-value offers (free cabins, free play, drinks).
- Streamlined manual processes by transitioning from Excel to SQL-based systems, improving data flow and communication with JIRA and Confluence. Developed a call center tool for real-time guest offer lookups and automated onboard fulfillment of offers.
- Launched the Onboard Revenue internship program (6 interns), including recruitment, leadership discussions, and check-ins.
- Sr. Manager, Strategy & Performance Management May 2021 — Mar 2024
- Manager, Strategy & Performance Management
- Launched onboard targeted marketing campaigns leveraging guest data; moved the program from pilot to fully automated on AWS. High-visibility work with monthly CEO meetings.
- Positive Surprise: gift cards to guests unlikely to visit certain revenue areas. ~$4M incremental revenue; 31% higher spa spend from recipients.
- Targeted Shore Excursion Flier: 20% increase in take rates across specific guest segments.
- Extend Your Vacation: automated push notifications offering complimentary cabins on subsequent cruises using real-time cabin availability.
- Managed a data engineering project in Snowflake. Significantly enhanced query performance by reducing load times and server impact, enabling faster, more efficient analysis of guest data for marketing and operational decision-making.

Sr. Analyst, Portfolio Strategy & Analytics Aug 2020 — May 2021 PNC Bank · Cleveland, OH

Priced a $4B line of business: analyzed internal and external transactional data to recommend price changes to senior management.
Monitored KPIs and reported on pricing strategy performance. Explained changes in portfolio composition and booking rates to leadership.
Established baselines for strategies and tracked actual performance against expectations.
Built an internal competitor loan database that cut the time for recurring pricing deliverables and improved pricing tools and processes.

Carnival Cruise Lines

Finance & Operations Leadership Development Program

Miami, FL

Predictive Analytics Analyst Nov 2018 — Jun 2019
- Built Carnival's first onboard real-time data marketing initiative across Carnival Cruise Line's 26 ships: live offers integrated with the Carnival app and daily printed materials.
- Drove a 15% increase in repeat spa guests within four months of the pilot rollout. Presented results to senior leadership up to SVP.
- Collaborated cross-functionally with onboard teams to roll out targeted promotional campaigns.
Global FP&A Analyst Mar 2018 — Nov 2018
- Analyzed financial data and produced booking reports for Carnival Corporation ($3.2B net income, 10 global cruise brands).
- Built a comprehensive fuel analysis showing the $140M impact of new fuel regulations and rising oil prices over a 3-year horizon. Senior management used the analysis to inform fuel investment decisions.
- Supported the team's Enterprise Performance Management roadmap by testing and reporting on Tableau, Oracle DV, Smart View, and CXO Cockpit.
Strategy Fleet Deployment Analyst Jul 2017 — Mar 2018
- Designed and implemented two ships' deployment schedules for the 2020-2021 Australian cruising season. Primary point of contact for a key VP-level executive.
- Mapped fuel-efficient routes for 26 ships in Excel. Achieved up to 5% fuel consumption reduction within a single itinerary.
- Provided insights from past financial KPIs and guest satisfaction scores using Tableau, Oracle Hyperion, and Excel.

Financial Representative Dec 2015 — May 2016 Northwestern Mutual · Gainesville, FL

Secured over $1M in policies in four months. Top 10% nationwide out of 4,000+ interns.

Owner May 2011 — Jul 2014 McManaman's Lawn Care · Avon Lake, OH

Started and ran a neighborhood lawn care business through high school. Customer service generated referrals that grew the business.

Featured builds

Polar Flow

Replaced a 130,000-formula Excel workbook with a verified Python pricing engine for casino comp cruise fares.

Django · Python · Snowflake · Oracle

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HAL Marketing Check Tool

Web platform that QA's marketing emails and brand materials against guidelines, with Claude doing the consistency review.

FastAPI · React · TypeScript · Claude API

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AEM Campaign Builder

Streamlit tool that automates casino landing-page publishing in Adobe Experience Manager, replacing a manual authoring process.

Python · Streamlit · AEM REST API · Snowflake

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Campaign Manager

Casino marketing ops from planning calendar to Snowflake in one place. A year of campaigns on one dashboard.

React · Vite · Tailwind · Express

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