Principal Content Strategist

NCL Bahamas Ltd.; Miami (FL); On-site; USD 110,000 - 160,000; Full time

Job summary

Norwegian Cruise Line Holdings Ltd. seeks a Principal Content Strategist to own the digital guest journey content strategy, driving conversion and ecommerce performance.

You will shape personalization, metadata standards, and AI-ready content, partnering with product, design, and technology to deliver a cohesive, brand-aligned experience across Shop, Book, Presail, Onboard, and Next Cruise. The role requires senior-level expertise in content strategy, data-driven decision making, and

Qualifications

• Bachelor's degree in Communications, Marketing, Journalism, English, or related field.
• 7+ years in content strategy/digital content/ecom content roles.
• Experience driving ecommerce sales through content strategy.
• Experience scaling content personalization using guest data and behavior.
• Experience with SEO, AEO, GEO and AI-driven discovery.
• Experience in a large matrix organization across product, design, marketing, and technology.
• Experience mentoring content creators in non-supervisory capacity.

Responsibilities

• Own end-to-end content strategy for the digital guest journey to convert browsers into bookers and drive ecommerce sales.
• Define and govern personalization strategy at scale based on behavior and journey stage.
• Establish content structure, metadata, and data standards for AI assistants and chatbots.
• Advise Sr. Product Owners on translating journey goals into content.
• Partner with SEO and Technology to support SEO and AI-driven discovery.
• Champion content standards, voice, and personalization rules across stages.
• Provide mentorship to content creators embedded across teams.

Skills

Content strategy

Personalization

Information architecture

SEO/AEO/GEO

Analytics & metrics

Stakeholder collaboration

Written & verbal comms

Education

Bachelor's Degree

Communications/Marketing/Journalism/English

Tools

CMS

Personalization platforms

Taxonomies & structured data

AI content tooling

Job description

GROW YOUR CAREER WITH US At Norwegian Cruise Line Holdings (NCLH), we know our future success depends on our ability to attract and retain the very best talent. Our brands deliver vacations of a lifetime with innovative product offerings, a high level of service and unique guest experiences aboard each vessel and we’re continually seeking applicants who are passionate about hospitality and committed to being their personal best. As you learn more about our company, we think you will agree that there is no better time than now to become a member of the NCLH family!

JOB SUMMARY

The Principal Content Strategist owns the content strategy that fuels NCL's digital guest journey: Shop, Book, Presail, Onboard, and Next Cruise. This role is responsible for content that directly drives ecom sales performance, personalization of that content at scale for each guest, and structuring content so it can be understood and used by AI assistants and search experiences that guests increasingly rely on to shop, understand, and purchase cruises. This role partners with the Sr. Product Owners who own each journey stage, plus the Principal Experience Designer and the Principal Experimentation Strategist, to ensure content is not just present but performs, personalizes, and is discoverable everywhere guests are looking, including inside AI-driven experiences. As a subject matter expert in content strategy, this role sets and advises on content direction across the organization rather than managing a content production team.

POSITION RESPONSIBILITIES

• Own the end-to-end content strategy for NCL's digital guest journey, ensuring content is built first and foremost to convert browsers into bookers and drive measurable ecom sales outcomes at every stage from Shop through Next Cruise.
• Define and govern the personalization strategy for content at scale, ensuring guests receive relevant, individualized content (offers, imagery, itinerary guidance, recommendations) based on behavior, preferences, and journey stage rather than one-size-fits-all messaging.
• Establish content structure, metadata, and data standards that make NCL's digital content consumable and accurate for AI assistants, chatbots, and answer engines, so that AI tools can correctly help guests shop, understand, and purchase NCL cruises.
• Serve as the subject matter expert on content strategy, advising the Sr. Product Owners on how to translate journey-specific business goals into content that supports discovery, conversion, and personalization.
• Partner with the SEO and Technology teams to ensure content architecture, tagging, and delivery systems support both traditional search (SEO) and emerging AI-driven discovery (AEO/GEO).
• Advise the Principal Experimentation Strategist on content testing priorities and interpret testing and performance data to guide content strategy decisions.
• Partner with the Principal Experience Designer to ensure content and design standards work together as one cohesive, brand-anchored guest experience.
• Establish and govern content standards, voice and tone guidelines, and personalization rules that scale consistently across all stages of the guest journey: Shop, Book, Presail, Onboard, and Next Cruise.
• Champion the Digital Guest Promise of personalized, relevant, one-voice experiences in every content decision.
• Provide content strategy expertise and mentorship to content creators and marketers embedded across the Product, Design, Technology, and partner teams, without direct management responsibility for those individuals.

QUALIFICATIONS

• DEGREE TYPE: Bachelor's Degree
• FIELD(S) OF STUDY: Communications, Marketing, Journalism, English, or a related field
• EXPERIENCE 7+ years of experience in content strategy, digital content, or ecom content roles, including at least 3 years operating at a senior or principal level setting content direction across multiple products or teams.
• Demonstrated experience building content strategies that directly drove measurable ecom sales results, not just engagement or brand awareness metrics.
• Experience designing and scaling content personalization programs, using guest data, behavioral signals, or segmentation to deliver individualized content across web, app, and CRM channels.
• Experience structuring or optimizing content for discoverability across both traditional search engines and AI-driven answer engines and assistants (SEO, AEO, GEO, or similar disciplines).
• Experience working within a large, matrixed organization, collaborating across product, design, marketing, and technology functions to deliver a unified content experience.
• Experience partnering directly with technology teams to implement content management systems, taxonomies, or structured data that support personalization and AI readiness.
• Experience in travel, hospitality, cruise, retail, or another high-consideration, multi-step purchase industry strongly preferred.
• Experience guiding or mentoring other content creators or strategists in a non-supervisory capacity, such as through content reviews, critique, or informal coaching.

COMPETENCIES & SKILLS

• Strong portfolio demonstrating content strategy outcomes tied to measurable ecom business results such as conversion, average order value, engagement, or revenue.
• Expert-level knowledge of content strategy, content personalization, and information architecture principles.
• Working knowledge of how AI assistants, large language models, and answer engines retrieve, interpret, and present brand content to consumers, and how to structure content so it is accurately represented in those experiences.
• Proficiency with content management systems, personalization or CDP platforms, and structured data/metadata practices (schema markup and similar).
• Ability to influence and align stakeholders across product, design, technology, and executive teams without formal authority, through data, storytelling, and content rationale.
• Strong analytical skills, including the ability to interpret consumer research, content performance data, and testing results to inform content strategy.
• Excellent written and verbal communication skills, with the ability to present and defend content direction to senior leadership and cross-functional partners.
• Familiarity with SEO, AEO, and GEO discoverability practices and how they intersect with personalization and AI-driven guest experiences.
• Comfort operating in ambiguity, balancing long-term content strategy with the practical constraints of a phased, multi-year digital transformation program.
• Strong collaboration and coaching orientation, with the ability to guide and elevate the work of content creators and strategists embedded on other teams without direct management authority.

ABOUT NCLH

Norwegian Cruise Line Holdings Ltd. (NYSE: NCLH) is a leading global cruise company which operates the Norwegian Cruise Line®, Oceania Cruises® and Regent Seven Seas Cruises® brands. The combined brands currently operate 32 ships, employ over 35,000 shipboard crew from more than 110 different countries and visit approximately 700 different port destination each year. LEARN MORE ABOUT OUR COMPANY: At a Glance Brand Overview Norwegian Cruise Line Oceania Cruises Regent Seven Seas Cruises New Releases

EQUAL OPPORTUNITY EMPLOYER

It is Norwegian Cruise Line Holding’s policy not to discriminate against any employee or applicant for employment because of race, color, religion, sex, national origin, age, disability, and marital or veteran status. The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.

We’re thrilled you’re here to explore career opportunities with our team. If you're driven and enjoy thriving in an environment that values People Excellence, you’re in the right place! We’re incredibly proud of our team and the meaningful work we do every day. Our culture is built on Innovation, Collaboration, Transparency and Passion; our key Value Anchors that continue to drive our success and shape our future. We’re excited to learn more about your background and experiences, and to see where this journey might take us together. Please introduce yourself and let’s get connected Our team is committed to People Excellence and we make it our business to ensure that we recruit the best and the brightest talent to be a part of our growing company. If you’re ready to take your career to the next level and collaborate with our team in driving innovation, guest experiences and operational excellence, then NCLH is the place for you! Norwegian Cruise Line Holdings Ltd. (NYSE: NCLH) is a leading global cruise company that operates Norwegian Cruise Line, Oceania Cruises and Regent Seven Seas Cruises. With a combined fleet of 34 ships and itineraries to approximately 700 destinations worldwide, NCLH has exciting plans to expand our business in the years ahead. We expect to add 13 additional ships across the three brands through 2036. To learn more about our brands, please visit: https://www.nclhltd.com/brands Norwegian Cruise Line https://youtu.be/_xCrwYz_7e8 Oceania Cruises https://youtu.be/E_aptk9QNvE Regent Seven Seas Cruises https://youtu.be/irx8sLBX0Sc