Principal Content Strategist

Prestige Cruise Services LLC; Miami (FL); On-site; USD 120,000 - 180,000; Full time

Job summary

Norwegian Cruise Line Holdings (NCLH) seeks a Principal Content Strategist to own the content strategy for the digital guest journey—from Shop to Next Cruise. You will ensure content drives ecommerce sales, is personalized at scale, and structured for AI assistants and search experiences across multiple touchpoints.

You will partner with product owners, experience designers, and experimentation strategists to translate business goals into measurable content outcomes and to align voice, tone, and

Qualifications

• Minimum a Bachelor's degree in a related field.
• 7+ years in content strategy or digital content roles.
• Proven ability to drive ecommerce results through content direction.

Responsibilities

• Own end-to-end content strategy for the digital guest journey from Shop to Next Cruise.
• Define and govern personalization strategy at scale using guest data and behavior.
• Set content structures, metadata and data standards for AI assistants and chatbots.
• Advise on translating business goals into discoverable, personalized content.
• Collaborate with SEO and technology teams to support traditional search and AI discovery.

Skills

Content strategy

Digital content

Ecommerce content

Education

Bachelor's Degree

Communications/Marketing field

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.
• Ex