Royal Caribbean Group
Mgr, Social & Intergrated Marketing
Royal Caribbean Group, Shanghai, West Virginia, United States,
Mgr, Social & Integrated Marketing
Position Summary / Job Purpose:Independently lead the social campaign and KOL management. Responsible for identifying the business and communication opportunities for Royal Caribbean under social channels. Based on the business goals, develop and design strategic and effective digital communications to maximize the business. Manage and grow KOL/KOC pool across our social media channels, including TenCent/Red/Douyin and other travel relevant platforms.This role is also responsible for designing, planning, and executing promotional marketing plans from data trends, promotion mechanisms, creative briefings to promotional results analysis, including media & social plans for selective sailings if needed. Work closely with key business units including media, creative revenue, DCD, TMKT, and sales support teams to ensure promotional messages are fully aligned and well conveyed through effective marketing communication channels.Essential Duties and Responsibilities:Work with social and media agency to establish strategic platforms for brand activity.Identify business and communication opportunities for Royal Caribbean under social channels and develop strategic digital communications.Lead or co-lead integrated marketing campaigns and social campaigns with social/media agencies and key platforms, focusing on channel and content effectiveness.Manage and grow KOL/KOC pool across social media channels, including TenCent/Red/Douyin and other relevant platforms.Set up KPIs and track performance for brand/social campaigns, proactively optimizing performance based on challenges and opportunities.Oversee day-to-day agency management, ensuring tasks are on track, within budget, and deliverables are achieved within deadlines.Collaborate closely with media managers, creative teams, and external agencies to fulfill brand creative requirements in social media channels.Identify and engage with influencers to increase overall brand awareness across various social platforms. Monitor and analyze social media metrics to optimize campaigns and strategies for maximum impact.Conduct market analysis of consumers, competition, channels, and media. Responsible for content development and providing reports with analysis for performance optimization.Work closely with sales and revenue teams to develop and implement promotional and media effectiveness to achieve business goals and targets.Coordinate with other departments/agencies to ensure a consistent brand image and address different target needs across all channels.Education, Experience:Bachelor’s degree or above. 7-10 years of progressive experience in social marketing. Experience in travel category, FMCG, and E-commerce is a plus. Social agency background preferred.Strong understanding of social and digital media.Proven successful record in end-to-end campaign and project management, including planning, execution, evaluation, and presentation.Experience in multi-agency management.More than 2 years of team management experience.Knowledge & Skills:Consumer-oriented with strong consumer insight.Strategic and creative thinking.Strong business and analytical knowledge, sensitive to data.Drive for results and strong in dealing with ambiguity.Excellent interpersonal communication skills to communicate with all levels of management, agency contacts, and travel agent partners; fluent in both oral and written English.Good project and time management skills, strong execution power, and attention to detail.Sense of beauty and brand association.Leadership and teamwork.Proficient in agency management and familiar with the agency briefing process.
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Position Summary / Job Purpose:Independently lead the social campaign and KOL management. Responsible for identifying the business and communication opportunities for Royal Caribbean under social channels. Based on the business goals, develop and design strategic and effective digital communications to maximize the business. Manage and grow KOL/KOC pool across our social media channels, including TenCent/Red/Douyin and other travel relevant platforms.This role is also responsible for designing, planning, and executing promotional marketing plans from data trends, promotion mechanisms, creative briefings to promotional results analysis, including media & social plans for selective sailings if needed. Work closely with key business units including media, creative revenue, DCD, TMKT, and sales support teams to ensure promotional messages are fully aligned and well conveyed through effective marketing communication channels.Essential Duties and Responsibilities:Work with social and media agency to establish strategic platforms for brand activity.Identify business and communication opportunities for Royal Caribbean under social channels and develop strategic digital communications.Lead or co-lead integrated marketing campaigns and social campaigns with social/media agencies and key platforms, focusing on channel and content effectiveness.Manage and grow KOL/KOC pool across social media channels, including TenCent/Red/Douyin and other relevant platforms.Set up KPIs and track performance for brand/social campaigns, proactively optimizing performance based on challenges and opportunities.Oversee day-to-day agency management, ensuring tasks are on track, within budget, and deliverables are achieved within deadlines.Collaborate closely with media managers, creative teams, and external agencies to fulfill brand creative requirements in social media channels.Identify and engage with influencers to increase overall brand awareness across various social platforms. Monitor and analyze social media metrics to optimize campaigns and strategies for maximum impact.Conduct market analysis of consumers, competition, channels, and media. Responsible for content development and providing reports with analysis for performance optimization.Work closely with sales and revenue teams to develop and implement promotional and media effectiveness to achieve business goals and targets.Coordinate with other departments/agencies to ensure a consistent brand image and address different target needs across all channels.Education, Experience:Bachelor’s degree or above. 7-10 years of progressive experience in social marketing. Experience in travel category, FMCG, and E-commerce is a plus. Social agency background preferred.Strong understanding of social and digital media.Proven successful record in end-to-end campaign and project management, including planning, execution, evaluation, and presentation.Experience in multi-agency management.More than 2 years of team management experience.Knowledge & Skills:Consumer-oriented with strong consumer insight.Strategic and creative thinking.Strong business and analytical knowledge, sensitive to data.Drive for results and strong in dealing with ambiguity.Excellent interpersonal communication skills to communicate with all levels of management, agency contacts, and travel agent partners; fluent in both oral and written English.Good project and time management skills, strong execution power, and attention to detail.Sense of beauty and brand association.Leadership and teamwork.Proficient in agency management and familiar with the agency briefing process.
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