AddressAbout Us:
Royal Caribbean International has been delivering innovation at sea for more than 50 years. Each successive class of ships is an architectural marvel that features the latest technology and guest experiences for today's adventurous traveller. The cruise line continues to revolutionize vacations with itineraries to 240 destinations in 61 countries on six continents, including Royal Caribbean's private island destination in The Bahamas, Perfect Day at CocoCay, the first in the Perfect Day Island Collection. Royal Caribbean has also been voted "Best Cruise Line Overall" for 19 consecutive years in the Travel Weekly Readers' Choice Awards. Locally, we have been voted:
2021 Most Trusted Cruise Operator – Reader's Digest Australia
2019 Best Cruise Line Domestic (4 consecutive years) – AFTA National Travel Industry Awards
2019 Best in South Pacific, Large Ship Line, Cruise Critic Australia, Cruisers' Choice Destination Awards
2018 Best Cruise Line International (4 consecutive years) - AFTA National Travel Industry Awards
We're most proud that we are on the Forbes World's Best Employers list!
About the role:
As a key member of the AUNZ SLT (Senior Leadership Team), the Senior Manager Marketing (Brand Planning & Media) is responsible for generating and facilitating strategies to drive consumer demand in the AUNZ market across brand, media, socials and digital, including the development and execution of a marketing strategy to meet commercial targets.
The Senior Manager Marketing has the key commercial responsibility of managing the success of the Direct web channel, and the partnership with the call centre to achieve the organisations aggressive direct targets.
Owning the strategic and tactical Brand Planning for the AUNZ market, this position is pivotal in working closely with key stakeholders in the global organization to ensure that the Brand Planning, supported by business analysis and insights, achieves the commercial goals across the Royal brand, including direct.
The position has overall responsibility for a team of 4 (direct reports) and advisory capacity to 9, responsibility for the management of the contracted Media Strategy & Planning Agency and Strategy Agency, and responsibility for the management of a total AUNZ Marketing budget.
Essential duties include:
Strategy & Brand Planning:
- Responsible for generating and facilitating marketing strategies to drive consumer demand and conversion in AUNZ across brand, media, socials, and digital – ATL and BTL
- Provide strong leadership/direction and set clear objectives for the team and agencies, ensuring that plans are integrated across all channels to drive demand, maximise return and effectiveness
- Identify business opportunities for the AUNZ market, budget and resource needs, in order to support the growth of the business in AUNZ
- Provide POV and feedback on market conditions, spend allocation, channel and tactic performance etc.
- Accountable for ensuring close connection with relevant Miami and local team members by ensuring cross-functional working both locally and across the globe
Direct Channel Share:
- Oversight of commercial strategy to deliver revenue targets with specific responsibility to drive the web direct channel as a primary revenue driver for the Australian market.
- Support of the call centre channel success via the execution of brand campaigns and media investment that will support the demand driving.
- Accountable for media investment and distribution of spend enabling the success of the direct channel, through the maximisation of the organisation’s promotions calendar.
- Lead the development of media channel messaging, with specific attention to the digital & social ecosystem to support the execution of the commercial messaging to drive direct.
Marketing, Promotion & Market Awareness:
- Lead the development and execution of AUNZ marketing plans while working closely with key stakeholders including Director of Revenue Management, Commercial Planning, and global marketing teams as well as agency partners.
- Develop and manage a calendar of brand moments and promotional/tactical activities throughout AUNZ to drive awareness, consideration, and conversion of key target audiences.
- Develop and manage an annual media strategy and plan, working with the agency partner, to drive awareness, consideration, and conversion; meeting business commercial targets and generating ROI.
- Briefing and management of 3 x agency partners - media, strategy, and creative; ensuring agencies meet required KPIs delivering commercial outcomes for the brand within budget and in a timely manner.
Brand, Analytics & Insights:
- Understand and embrace key marketing performance metrics and tracking tools, and provide market research, forecasts, competitive analysis, campaign results, and consumer trends in or to translate these results into actionable insights for the marketing team
- Understand, measure and drive key brand health metrics via actionable insights for the AUNZ market including awareness, preference, brand love and brand trust
- Manage and lead the strategy agency partner to ensure the delivery of market and consumer insights, long-term strategic insights and guest insights that will assist in guiding AOP and long term business planning.
Team Development:
- The management, motivation and personal development of the team, including an on-going programme of mentoring and skill development.
- Foster a culture of learning (testing & learning) and ROI measurement.
- Develop annual performance management plans for each direct report and conduct regularly documented reviews.
- Ensure cross-functional working, team cohesion and collective vision through dedicated team days and development plans.
About you:
- Educated to a Degree level with a professional qualification in marketing.
- 10 years’ experience of running Marketing teams ideally in the travel, leisure or hospitality industry.
- Experience of a fast-paced environment.
- Matrix and multi-national organisation experience of US HQ organisation essential.
- Strong commercial acumen.
- Ability to build relationships, liaise and co-ordinate cross functionally across teams.
- Strong media knowledge and media planning experience across all ATL and BTL channels.
- Demonstrated success in planning and implementing integrated campaigns with a proven impact on the bottom line.
- Proven team development skills.
- Good presence – able to quickly gain the confidence of senior management.
- Flexible working hours and travel.
- Highly effective communication and presentation skills – written and verbal
- Innovative and creative thinker
