Onboard Branding

2 weeks ago

Miami, Florida, United States Royal Caribbean Group Full time

The Onboard Branding & Communications Manager is tasked with overseeing the implementation of the global onboard communication strategy as defined by the Senior Manager of Onboard Marketing & Communications. This position plays a crucial role in supporting the execution of brand initiatives aimed at meeting or surpassing onboard revenue and guest satisfaction objectives. To achieve these goals, the Manager will collaborate with various internal and external departments and stakeholders, including Marketing, Hotel Operations, New Build, Purchasing, Revenue, concession partners, and shipboard teams, to identify, recommend, develop, and facilitate the standardization of branding and communication protocols for the Royal Caribbean Group brand.

Additionally, the Onboard Branding & Communications Manager will supervise and mentor the shoreside Onboard Branding & Communications Account Executive and provide marketing leadership for the fleetwide shipboard Digital Content Manager and Assistant Digital Content Manager teams, guiding them in implementing consistent and brand-aligned printed guest communications, digital signage, and stateroom TV content.

Key Responsibilities:

Oversee brand standardization and compliance for all onboard communications across new ships, fleet modernization during dry dock, and active ships, collaborating with cross-functional teams through a centralized brand SharePoint that serves as the definitive source for approved content and communications. Lead shipboard Digital Content Managers in addressing and resolving guest communication-related issues that affect onboard operations. Ensure adherence to brand standards for all guest-facing promotional materials and events, including onboard collateral such as the Celebrity Today program, digital signage, broadcast TV content, in-stateroom printed materials, and point-of-purchase displays. Spearhead global marketing initiatives to distribute creative assets and marketing guidelines for all current and new onboard experiences, promotions, and activities. Collaborate with various marketing channels to ensure all communications adhere to brand standards from conception through ongoing support of onboard products and services. Guide the development of new offerings that enhance onboard revenue and elevate the overall guest experience. Implement and promote initiatives through integrated onboard communication channels to generate, increase, and engage consumer awareness of existing or new onboard experiences delivered through internal or external partners. Monitor the creative development process and production of marketing materials by internal and external vendors tasked with creating onboard communication content. Develop multi-channel campaigns and initiatives aimed at improving operational execution and guest experience, including leading creative development, consumer-facing communications (signs, flyers, etc.), digital entertainment, and standard operating procedures. Maintain ongoing communication with shipboard teams, acting as a liaison between shipboard and shoreside departments for all guest communication requirements. Support guest satisfaction ratings and onboard initiatives by formulating marketing and communication plans to achieve Net Promoter Score (NPS) targets, while also evaluating onboard products, services, brand communications, and guest satisfaction. Serve as the primary contact for internal and external partners, ensuring alignment with agreed-upon metrics and goals while upholding branding objectives and standards. Create clear, concise briefs that articulate business objectives and consumer insights driving our needs. Supervise the ongoing creative development and production of on-brand onboard assets (print, video, and digital) to enhance guest satisfaction and experience. Act as a subject matter expert on onboard branding and communication best practices. Perform additional duties as required.

Qualifications:

Bachelor's degree in Marketing, Advertising, or a related field is required. A minimum of 6 years of experience in marketing, advertising, or a creative team environment. Proven track record of successfully launching and leading teams in the introduction of new products and services from ideation to delivery across multiple channels. Exceptional written and verbal communication skills, with a strong focus on organization, deadlines, and attention to detail. Demonstrated ability to enhance processes and procedures. Capable of managing and prioritizing multiple projects simultaneously. Team-oriented with strong cross-functional leadership skills in a dynamic environment with rapidly changing priorities. Proven ability to collaborate effectively and build sustainable relationships with stakeholders at all organizational levels. Ability to develop strategic frameworks, plan, execute, and manage projects from inception to completion. Experience in managing business partnerships, vendors, and cross-functional teams, both internal and external. Active participation in cross-functional teams to identify and implement product development and partnership strategies. Strong presentation skills with the ability to engage with all departments and levels of management, as well as external partners. Proven ability to manage team projects on time and within budget. Occasional travel may be required.

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