AVP, Product Marketing in Miami, FL at Celebrity Cruises, Inc.

Date Posted: 9/20/2019

Job Snapshot

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

Job Description

Royal Caribbean Cruises Ltd. comprises six distinctive companies that share a vision anchored in excellence. We have a common passion for creative thinking, innovative engineering and outstanding guest service that drives continuous improvement in everything we do. The entire Royal Caribbean family is committed to the legacy of hospitality and culture of innovation that is at the core of our guest service, the protection of our natural environment and responsible citizenship in our global community.

The AVP Product Marketing is the catalyst for Celebrity Cruises retail marketing efforts. With leadership responsibility for the planning, measurement and optimization of product-focused marketing across the Celebrity Cruises portfolio, the AVP Product Marketing will lead development of new promotional strategies and marketing materials, with emphasis on new products and deployment.

This role requires a result-obsessed leader with the ability to lead a diverse, performance-based team, working closely with Sales and Revenue Management, as well as the cross-functional marketing organization. The role must interpret results in real-time and create dynamic plans that maximize what’s working, and eliminate what’s not.

The AVP Product Marketing will be a collaborative leader who ensures the implementation of ideas that drive business across the brand, provide global scale, and drive strategic initiatives in support of continuous improvement across our markets. The AVP Product Marketing will also be responsible for leading the strategic oversight and execution of brand marketing for all new products and brand experiences, as well as the communication of these initiatives to Field, Trade and internal stakeholders.

Our capacity is growing by over 400,000 guests between now and 2023 – that means more guests, from more markets, on more ships, more frequently. 320, 000 of these guests will need to come from the US. Globally, we need to source an addition 20,000 First to Brand guests next year alone, as well as an additional 30,000 First to Cruise guests – the most difficult guest segment to attract and grow.

We view Product Marketing as the intersection of Brand and Retail – it must be the active, ongoing expression of the former, while driving continued success in the latter. The AVP Product Marketing will be a catalyst to the future growth of Celebrity Cruise as we expand our fleet and diversify our deployment. We are looking for a creative, inspirational, results-obsessed marketing professional who can read the retail tea leaves and create the future as part of a world class team at the world’s best cruise line.

• Build and develop integrated marketing plans and go-to-market strategies for new, existing and emerging products.
• Tailor marketing plans to various stages of the product life-cycle, with emphasis on new products and introductions.
• Partner with cross-functional client and creative teams to develop and refresh marketing materials through direct and active leadership.
• Develop guidelines for key marketing tools such as product collateral, microsites, virtual trainings, videos, etc. depending on the needs of the platform and the specifications of the product or service.
• Ensure continuity of messaging and presentation of products and services among the various platforms and stakeholders.
• Document and share best practices among team members and our global organization.
• In-depth knowledge and hands-on experience in marketing topics: marketing, branding, messaging, sales/channels, pricing, commercial/go-to-market strategy.
• Lead and inspire marketing team members to ensure high quality output and innovation.
• Establish KPI's and track performance to ensure marketing plans are delivering expected business outcomes and make recommendations to ensure effective client marketing plans.
• Accountability and ownership for team performance and culture.
• Create, collaborate and influence positive outcomes and measurable impact.

Job Requirements

• Minimum of 15+ years of marketing, brand management, strategy, analytical experience in both traditional and digital marketing.
• Experience leading and motivating teams in matrix organization.
• Track record managing a leading product marketing and experience developing value propositions, branding/positioning and marketing communications programs.
• Experience developing consumer-first strategies rooted in research and consumer trends.
• Ability to think strategically and creatively to drive desired results (ability to lead clients with a consultative approach).
• Proven success in marketing roles requiring self-direction and extensive interaction working cross-functionally in a fast-paced, highly dynamic environment.

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