Manager, Brand and Product Marketing

Royal Caribbean Group; Virginia (MN); On-site; USD 90,000 - 130,000; Full time

Job summary

Royal Caribbean Group in the United States seeks a Manager, Brand and Product Marketing to lead onboard and destination marketing, shaping pre-cruise and on-board communications to drive revenue and guest experience.

You will oversee PCP and onboard campaigns, coordinate with cross-functional teams, and spearhead shore excursion, product shoots, and seasonal activations, ensuring campaigns are planned, produced and launched effectively.

Qualifications

• 8+ years of experience in sales or marketing within tourism.
• Bachelor's in marketing or related field preferred.
• Experience in FMCG or travel industry is a plus.
• Strong strategic thinking and leadership capabilities.

Responsibilities

• Understand guest insights and business needs.
• Design strategy and align with stakeholders.
• Lead PCP and onboard communications strategies and campaigns.
• Manage shore excursion planning and asset delivery.
• Coordinate multi-channel onboard media and promotions.

Skills

Strategic thinking

Leadership & team management

Project management

Digital / e-commerce expertise

Written communication skills

English proficiency

Education

Bachelor's degree in marketing or business

Tools

Oracle

CRM platforms

Web analytics

Job description

Journey with us! Combine your career goals and sense of adventure by joining our incredible team of employees at Royal Caribbean Group. We are proud to offer a competitive compensation and benefits package, and excellent career development opportunities, each offering unique ways to explore the world.

We are proud to be the vacation-industry leader with global brands — including Royal Caribbean International, Celebrity Cruises and Silversea Cruises — the most innovative fleet and private destinations, and the best people. Together, we are dedicated to turning the vacation of a lifetime into a lifetime of vacations for our guests.

Royal Caribbean Group’s OBR Team has an exciting career opportunity for a full time Manager, Brand and Product Marketing, reporting to Director, Onboard Revenue.

Position Summary

The leader of both onboard marketing and destination marketing to our guests, who will need to design the strategy for the pre-cruise and on-board communication to drive both the revenue through PCP & onboard, and the guest experience, and work with the cross function as well as shipboard team to land the strategy through related touch points, promotions and activities. The role also leads major OBR marketing workstreams across shore excursion shoots, onboard product shoots, entertainment, seasonal festival activations and new product launches, ensuring campaigns are planned, produced and launched effectively across guest touchpoints.

This leader will be laser focused on ensuring we’re set for success in the Onboard Revenue agenda. They’ll work to support the Onboard Revenue Director and their onboard peer set to ensure we have the right products, marketed effectively across all distribution channels. A large part of the role will be destination development focused - reappraising how we market Shore Excursions and coming up with the assets to drive penetration in this area.

We need to step change PCP engagement across both global and local platforms and this leader will play a pivotal role in making the customer journey an enticing one. This requires a base knowledge of e-commerce and close collaboration with digital teams across social, CRM, website development, PCP promotions, landing pages, product imagery and product copy.

This role also owns all shoreside driven shipboard events from CNY to Christmas and everything in between and will own the creation of a themed calendar that we can utilize to motivate and create difference for the trade as well as our direct guests. IP partnerships, themed rooms, celebrational add ons will all form part of their exciting remit. The role is accountable for turning these moments into clear creative concepts, operationally feasible plans, onboard installations and go-to-market materials.

The role collaborates with internal partners – operations, shipboard, onboard revenue to align and implement initiatives and strategies, driving awareness and demand for onboard product offerings. Work with MKT team to get enough resource and opportunity to enhance OBR and guest experience, and work closely with Miami OBM team to ensure the fleet standard is applied with local insights. The role needs to lead the team to develop multi-channel strategies of onboard media channel, oversee creative and assets development, drive on board revenue, and enhance guest experience by providing right branded message.

It also requires strong coordination with DCD, Central Marketing, Revenue, Product, Hotel Operations, finance, legal, agencies, vendors and tourism partners to deliver effective assets, approvals, production, launch plans and ongoing optimization.

Essential Duties And Responsibilities

• Understand the insight of our guests and the business needs.
• Look for the issues and opportunities from pre-cruise to on-board and helps to drive OBR optimize the consumer experience.
• Design the strategy and align with the key stake holders and cross-function partners.
• Implement initiatives and strategies through all integrated onboard communications channels to generate, increase, and drive awareness and demand of existing or new onboard offerings.
• Make sure the on-board communication and visual follow the brand guidelines and represent our brand image.
• Maintains a rigorous calendar of all deliverables and milestones.
• Creation of PCP and on-board communications strategies, campaign and activities, communication materials to drive on-board revenue.
• Support global launch for new product communication plan
• Lead shore excursion shoot planning, production and asset delivery, from creative development through channel launch.
• Manage onboard entertainment and event marketing, including partner coordination, logistics, creative assets and rollout plans.
• Own onboard product shoots, covering concept development, production coordination, asset review and final delivery.
• Deliver seasonal onboard festival activations, coordinating creative, approvals, production, installation and launch materials.
• Lead new onboard product launches with Revenue, Product and DCD teams, from GTM planning to PCP support.
• Manage PCP development needs, including digital asset, web page and mini programme design requirements.
• Plan and support KOL activity with DCD and Central Marketing to strengthen OBR visibility and search performance.
• Provide year-round onboard marketing support across key revenue areas, including signage, menus, videos, translations and promotional materials.
• Maintain PCP promotional content, imagery, product copy, landing pages and compliance updates.
• Performs other duties as required. This job description in no way states or implies that these are the only duties to be performed by the employee occupying this position. Employees will be required to perform any other job-related duties assigned by their supervisor or management.

Education, Experience, Knowledge & Skills

• Minimum 8 years of experience in sales or marketing position in tourism industry
• Bachelor’s in marketing or a Business-related major from full-time university is preferred
• Related industry or FMCG background is preferred
• Strong strategic thinking and business sense
• Strong business sense and data ability.
• Leadership and team management experience
• Strong project management skill
• Strong creative ability with an innovative mindset and an eye for design.
• Digital or e-commerce experience, with the ability to collaborate on social, CRM, website or platform development initiatives.
• Experience managing agency relationships
• Growth mindset and willing to work outside comfort zone
• Strong written communication skills with presentation skill
• Excellent English both oral and written skills
• Strong ability of under pressure and driven for result
• Excellent people and management skills to interact with staff, colleagues and cross-functional teams, and third parties.
• Strong understanding to cruise or outbound travel related industry is preferred

Financial/Quantitive Responsibilities

• Budget Management: Ongoing responsibility for annual budget planning, quarterly forecasting, spend tracking, cost center management, analysis, budget reallocation requests, and stakeholder reporting.
• Accrual Process: Monthly accrual submissions, invoice tracking, and finance team coordination.
• Oracle PO Process: Monthly purchase order creation, PO approvals, vendor management, PO amendments, receipt confirmations, and system updates.
• Payment Process: Monthly invoice processing, payment scheduling, vendor payment follow-ups, payment reconciliation, dispute resolution, and payment status tracking.
• Supplier Set Ups APEX: Ongoing new vendor onboarding, supplier documentation, compliance and legal checks, contract registration, and payment terms setup.
• Vendor Contracts: Ownership of agency contracts, required addendums, contract values and all approval processes – both new and renewed contracts.

How Has The Job Changed/Grown

• Onboard Marketing was a new scope of this role besides product and destination MKT
• There’s higher requirement for destination MKT to drive both the brand image, ticket revenue and on-board revenue with the new market trend and higher Shorex expectation from consumers.
• The role needs to understand the new media landscape and trend and deliver product experience in the new social environment.
• This role now requires further e-commerce understanding and capability to drive forward digital initiatives through CRM, social and web development

It is the policy of the Company to ensure equal employment and promotion opportunity to qualified candidates without discrimination or harassment on the basis of race, color, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. Royal Caribbean Group and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.