Manager, Consumer Insights & Brand Strategy in Miami, FL at Royal Caribbean Cruises Ltd.

Date Posted: 6/19/2019

Job Snapshot

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

Job Description


Royal Caribbean International is seeking a Manager, Consumer Insights & Brand Strategy to work within the Consumer Insights team. The manager position will be responsible for championing the voice of the consumer and brand by leading our long-standing brand health tracking study, and providing support of core brand research including (but not limited to) social listening, media coverage, consumer segmentation, copy testing, brand positioning, and codifying best in class approaches for global reapplication. He/She must be able to mine, analyze and story tell with data as well as be comfortable utilizing and analyzing various sources (syndicated data, custom consumer research, social/digital analytics, and consumer trends) to help influence strategy and action planning for the North America market. The Manager position will support various cross-functional business partners within the Royal Caribbean International Marketing Department (Brand, Media Planning, Go to market, Social, Business Intelligence and Public Relations) in their efforts to make informed business decisions, and deliver against critical business objectives. The Manager of Consumer Insights & Brand Strategy will serve as the internal expert on Brand Health and drive research projects from ideation to analysis resulting in actionable and strategic recommendations.


  • Serve as the `resident expert¿ and owner of our long standing continuous brand equity tracker program, developing and evolving the brand health tracking through parallel testing and validation of structural equation modeling and brand performance. Sharing results with senior leadership and marketing teams to provide actionable guidance that will inform marketing communications and brand development strategies.
  • Act as the primary point of contact on brand health, leading monthly, weekly, and daily reporting of Brand KPIs which encompasses: awareness and perceptions, media coverage, and social listening.
  • Identify brand and category trends to define brand strategy, agenda and priorities for tracking and analyzing performance and delivering consumer and market insights. As well as advise global marketing teams on measures and metrics application, interpretation and analysis approaches for global understanding of drivers of brand performance.
  • Shape future direction of brand through insights, by leading custom brand research to inform planning process via targeting through segmentation and receptivity research, evaluating creative execution through ad testing, assessing performance of campaigns across social, public relations and media touchpoints.
  • Monitor and analyze social media and media coverage to provide creative ideas for social media campaigns and optimization of existing content and social strategy, partner ongoing with social media team to create meaningful content that generates growth and engagement.
  • Develop, deliver and execute learning plans that support brand strategy and uncover key behavioral and motivational insights and build comprehensive and compelling narratives that spark engagement and action across the organization. Understand ongoing brand initiatives and identify opportunities and insight needs with foresight to address key strategic questions that can be answered through consumer insights.
  • Inform business decisions through the oversight of market level understanding, sizing the market, understanding behavioral dynamics, and future consumer trends that are likely to impact the business.
  • Lead primary market research design and execution, end to end to ensure quality data collection and analysis, checking data in-flight and post field, creating reporting dashboards, managing vendor relationships, direct report, and budget with minimal supervision.
  • In all cases, take responsibility for creating deliverables of high quality.


Job Requirements


  • 7+ years of experience working in market research/consulting/consumer insights fields
  • Comfortable finding meaning in the data, turning data into stories and translating insights into actionable recommendations.
  • Excellent verbal and written communication skills to effectively communicate campaign performance to internal and external campaign stakeholders.
  • Brand Equity Tracking experience required
  • Background providing evaluative volumetric and content analysis of organic social data and media coverage working with social media monitoring tools such as Crimson Hexagon, Brand Watch and media coverage monitoring tools such as Cision and Factiva.
  • Skilled user of tools such as Excel, Tableau, Power BI, Power Pivot, Survey Reporter, SPSS.
  • Experience with market research and consumer profiling tools such as Simmons, Iconoculture, YouGov, or MRI.
  • Experience distilling complex and high volumes of data into simple KPIs and data visualizations / dashboards / scorecards.
  • Large scale project and change management experience, with strength in organization and detail oriented
  • Strong written and verbal communication skills (internal and external)
  • Bachelor's degree required, Marketing, Statistics, Computer Science or related field preferred
  • 7+ years project management experience
  • Market research industry expertise with a broad range of tools, techniques, and applications
  • Understanding of advances in mathematical modeling techniques and human psychology
  • Informed, intuition and ability to translate insights into action
  • Imaginative, enthusiastic, and curious
  • Assertiveness to express informed point of view with confidence
  • High creativity, initiative, and communication skills
  • Proven data gathering and analytical skills as well as the ability to synthesize findings from disparate data sources
  • Very strong problem definition and solution skills
  • Highly developed attention to detail
  • Strong project management, prioritization, and organizational skills
  • Proficiency in PowerPoint, Excel, Word and Database Platforms (i.e. SPSS, Survey Reporter.)
  • Ability to think and apply knowledge creatively
  • Strong interpersonal skills, highly motivated, strong orientation toward collaborative relationships

It is the policy of RCCL companies to consider all qualified applicants for employment without regard to race, color, religion, national origin, sex (including pregnancy) sexual orientation, age, disability, veteran status or other characteristics protected by law. 

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