Director, Product Marketing & Strategy in Miami, FL at Royal Caribbean Cruises Ltd.

Date Posted: 2/16/2020

Job Snapshot

  • Employee Type:
  • Location:
    Miami, FL
  • Job Type:
  • Experience:
    Not Specified
  • Date Posted:

Job Description

Position Summary

The Director of Go To Market & Product Marketing is responsible for defining and driving integrated marketing campaign strategies to successfully launch and sustain new products including ships, destinations, and guest programs, in the market. The Director manages the Royal Caribbean International go-to-market team of managers and project leads, making key decisions and defining the way forward on all aspects of launching product marketing campaigns. This includes evaluating the marketable qualities of the new product; identifying target audiences; defining measurement parameters and KPIs for the campaign; anticipating competitor, perception or marketplace challenges; determining effective channels and tactics to achieve revenue and product awareness goals; and ensuring cohesive integration across North America marketing and sales channels, as well as relevant international channels. The Director will be fully involved in the lifespan of the product to ensure a holistic, contextual and informed viewpoint at every turn ¿ from becoming immersed in the initial strategies and consumer insights that inform development of the product from the very start, to ensuring the product is successfully established in the marketplace. The Director is also the key driver in continually evaluating and evolving go-to-market tactics and activations, both through exposure to marketing innovations in the industry and particularly from leading innovators outside the industry ¿ with the intent to evolve the go-to-market team into a world class organization.

Essential Duties and Responsibilities:

  • Manages a team of managers and product leads, providing informed, confident and sound guidance to successfully define and deliver the go-to-market plan; all while ensuring a balance of inspiration, innovation and limits-pushing that will continue to evolve the team and its output
  • Defines the path forward for successfully launching new, revamped, or evolving products into market; the key products that are directly linked to the achievement of brand overall KPIs
  • Drives the development of the annual go-to-market initiatives calendars to align all channel marketing activities in North America and across global markets.
  • Defines a unique and compelling selling proposition for each product, ensuring its differentiation from the moment it is launched; and continuing to expand upon the selling proposition with new information, angles, and creative approaches through delivery of the product
  • Ensures that product representation and positioning align with the key promises of the brand overall, further defining our brand¿s presence in the crowded marketplace and continuing one cohesive storyline from above-the-line storytelling to below-the-line tactics
  • Anticipates and evaluates challenges from the competitor, marketplace, or perceptions; and builds necessary steps into the marketing plan to proactively address these challenges
  • Evaluates strategic briefs and creative briefs devised by the team, providing constructive feedback, alternative viewpoints, and outside inspiration for a stronger brief
  • Evaluates marketing campaign creative components (digital; traditional; cross-channel) to ensure they deliver strongly on the strategy and objective of the campaign brief
  • Partner intensively with the leaders of partner teams including insights, analytics, product concept and development, revenue, operations and international marketing teams


Job Requirements

Knowledge & Skills:

  • 10+ years experience in progressive marketing leadership roles, with experience developing and leading teams
  • Proven track record devising marketing strategies to inform highly effective campaigns that incorporate a sound mix of marketing elements
  • Experience bringing new products to market and developing integrated channel plans
  • Well versed in traditional and digital marketing, and marketing channels including web, digital media, social media, out of home, email and print
  • Project management, problem structuring, and strategic problem solving: Demonstrated ability to complete quantitative and qualitative analysis
  • Strategic vision meets creative thinking; an innovator that¿s willing to take informed risks and experiment with approachProactive, self-starting, and entrepreneurial. Ambitious, motivated and positive with an enthusiasm that powers team member¿s own ambition.
  • Hands-on mentality and pragmatic approach; works alongside the team to get the job done including building calendars, timelines, and working with necessary tools and programs
  • Strong interpersonal skills and ability to work cross-functionally, including with senior leadership; a strong connecter/motivator that builds relationships to drive cooperation with senior leaders and their teams
  • Superb, clear, persuasive communicator and influencer. Comfortable presenting in front of large audiences and in the presence of senior leaders.
  • 4 years Bachelor's Degree in Marketing, Advertising or related field experience
  • Experience working for a Fortune 500/multinational company or multi-national consulting firm is preferred

It is the policy of the Company to ensure equal employment and promotion opportunity to qualified candidates without discrimination or harassment on the basis of race, color, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. RCL and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.

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