Royal Caribbean Group
VP, International Marketing
Royal Caribbean Group, Miami, Florida, us, 33222
The Vice President, International Marketing (RCI) reports to the Chief Marketing Officer for the Royal brand. The Vice President will closely partner with the international stakeholders within the brand. Below you will find some responsibilities for the role:
KEY RESPONSIBILITIES
Oversee the planning, development, and execution of International marketing strategyLead all aspects of Royal's international marketing initiatives, including brand marketing and positioning, campaign marketing, digital marketing, brand partnerships, integrated marketing strategies and programsDevelops the strategic direction, planning and leads overall execution of all paid media with a continued focus around optimizing ROI to attract new and existing customersEffectively develop marketing strategy and plan that includes demand generation, brand, product marketing, customer marketing, content marketing, and other necessary activitiesOwn International customer database management, growth, data privacy adherence across all markets and International loyalty marketingCreate a clear marketing, brand, and messaging strategy and activate across international marketsBuild, maintain, and push the company brand, including messaging, tone, design to drive heightened awareness and brand loyaltyDrive a fully unified product marketing strategy, including global Go-to-market new product executionServe as a critical member of the International executive team and align with local leadership on strategic priorities for growthDrive Royal Caribbean International digital marketing positioning (website, crm, seo, sem, social, online video, emerging media and digital campaigns)Leverage analytics to make data driven decisions that support the brand, positioning, and strategic growth initiativesDevelop, coach, and grow the marketing team to create alignment, set priorities, instill a culture of continuous improvement, and provide career developmentEstablish clear KPIs and processes for reporting on the effectiveness of marketing efforts and own the marketing budgetPartner closely with Trade Marketing, Product and Go-To-Market teams to ensure brand alignment across international marketsDevelop and implement product and campaign focus strategies to grow international cruise demand and Pre-Cruise CommerceLead International promotional planning to give strategic direction for the global promotional calendar across international markets.Direct forecasting and sourcing targets to support the growth of direct share by identifying areas of opportunities within the international markets to increase direct demandQUALIFICATIONS AND EDUCATION
15yrs+ marketing leadership experience.10 yrs.+ experience managing digital marketing and web development teams. Travel industry preferred.Bachelor's degree required; Master's degree preferred.Proven Senior Leader focused on team engagement and employee development.Strong analytical skills and ability to analyze products, competitors and international market dynamics.History of delivering high ROI while driving marketing expansion through demand generationGathers actionable customer insights to drive future marketing strategiesStrong financial acumen and analytical skillsDemonstrated strength in communication and influencing skills; not only written and verbal, but also in the engagement of internal and external business partnersTransformational leadership experienceProven business planning and P&L management experienceStrong understanding of digital technologies and best practices, including those related to digital marketing and eCommerce operationsStrong understanding and/or exposure to the marketing technology landscape DSPs, DMPs, CMS, analytics & marketing automation platforms, mobile, and socialFluency with analytics, attribution and measurement systems. Including but not limited to:
Google AnalyticsMOAT/IAS/Double VerifyExperience working with attribution partnersMTA: VIQ, Neustera
Aptitude for problem solving/quick learningStrong organization skills and the ability to prioritizeFlexibility to work outside normal hoursTravel industry digital marketing experience preferredGood understanding of marketing principlesAbility to operate in cross-functional global environment
KEY RESPONSIBILITIES
Oversee the planning, development, and execution of International marketing strategyLead all aspects of Royal's international marketing initiatives, including brand marketing and positioning, campaign marketing, digital marketing, brand partnerships, integrated marketing strategies and programsDevelops the strategic direction, planning and leads overall execution of all paid media with a continued focus around optimizing ROI to attract new and existing customersEffectively develop marketing strategy and plan that includes demand generation, brand, product marketing, customer marketing, content marketing, and other necessary activitiesOwn International customer database management, growth, data privacy adherence across all markets and International loyalty marketingCreate a clear marketing, brand, and messaging strategy and activate across international marketsBuild, maintain, and push the company brand, including messaging, tone, design to drive heightened awareness and brand loyaltyDrive a fully unified product marketing strategy, including global Go-to-market new product executionServe as a critical member of the International executive team and align with local leadership on strategic priorities for growthDrive Royal Caribbean International digital marketing positioning (website, crm, seo, sem, social, online video, emerging media and digital campaigns)Leverage analytics to make data driven decisions that support the brand, positioning, and strategic growth initiativesDevelop, coach, and grow the marketing team to create alignment, set priorities, instill a culture of continuous improvement, and provide career developmentEstablish clear KPIs and processes for reporting on the effectiveness of marketing efforts and own the marketing budgetPartner closely with Trade Marketing, Product and Go-To-Market teams to ensure brand alignment across international marketsDevelop and implement product and campaign focus strategies to grow international cruise demand and Pre-Cruise CommerceLead International promotional planning to give strategic direction for the global promotional calendar across international markets.Direct forecasting and sourcing targets to support the growth of direct share by identifying areas of opportunities within the international markets to increase direct demandQUALIFICATIONS AND EDUCATION
15yrs+ marketing leadership experience.10 yrs.+ experience managing digital marketing and web development teams. Travel industry preferred.Bachelor's degree required; Master's degree preferred.Proven Senior Leader focused on team engagement and employee development.Strong analytical skills and ability to analyze products, competitors and international market dynamics.History of delivering high ROI while driving marketing expansion through demand generationGathers actionable customer insights to drive future marketing strategiesStrong financial acumen and analytical skillsDemonstrated strength in communication and influencing skills; not only written and verbal, but also in the engagement of internal and external business partnersTransformational leadership experienceProven business planning and P&L management experienceStrong understanding of digital technologies and best practices, including those related to digital marketing and eCommerce operationsStrong understanding and/or exposure to the marketing technology landscape DSPs, DMPs, CMS, analytics & marketing automation platforms, mobile, and socialFluency with analytics, attribution and measurement systems. Including but not limited to:
Google AnalyticsMOAT/IAS/Double VerifyExperience working with attribution partnersMTA: VIQ, Neustera
Aptitude for problem solving/quick learningStrong organization skills and the ability to prioritizeFlexibility to work outside normal hoursTravel industry digital marketing experience preferredGood understanding of marketing principlesAbility to operate in cross-functional global environment