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Manager, Marketing Planning and Analytics in Miami, FL at Royal Caribbean Cruises Ltd.

Date Posted: 4/3/2019

Job Snapshot

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

Job Description

Position Summary

The position is responsible for ensuring North America Market and Marketing¿s consumer performance indicators are generated, tracked, reported on and communicated to brand¿s leadership team in a way that supports goal accomplishment. KPI's that support Annual Operating Plan, 5 Year Strategic Plans for Marketing and Sales¿ Intensification strategy fall under the analytical management of this team. The team is responsible for creating and submitting the appropriate revenue forecasts for the North America Web channel. In addition, Distribution channel analytics and Promotional performance are measured in this group and insights and opportunity analysis created from within in it. The team will also provide direction and reporting around Intensification market select, optimization, performance and media investment. The Senior and Analyst roles reporting into the Manager will support these functions only, for North America.

Essential Duties and Responsibilities:

  • Responsible for the critical job of developing the overall annual market goals and targets by channel and product in partnership with the Sales Leadership (Intensification) and Marketing leadership for Web activity (Sailed / Booked Revenue) and Calls to Consumer Outreach
  • Manage Marketing KPIs, includes tracking and facilitating reporting for leadership
  • Manage team who monitors and tracks market and product performance against I 2.0 targets
  • Manage the team combining consumer insights, brand awareness metrics and market performance to arrive at valuable, actionable data to help each market achieve its goals.
  • Oversee development of Analytical Dashboards through Tableau to provide new insights to influence key decisions for Sales and Marketing initiatives
  • Manage weekly dashboard reporting for Web to include revenue and volume share by product and sailing month, in addition generate tracks to meet brand initiative to grow Web revenue contribution.
  • Manage reporting on brand promotion results by channel/region for brand promotions, including TV/Radio Analysis by Market.
  • Manage team that generates consumer profile for monthly bookings by product to support National Marketing, Product Managers, Email, DM, and channels.
  • Provide Market Intelligence to Media Planning / Agencies on top markets for marketing activity based on historical performance, revenue opportunity and other relevant factors. Measure impact of activity for optimization
  • Lead ongoing market development reviews with the North America Sales, Marketing, Revenue Management, and Global Market Planning to recalibrate targets per product for each DMA. Presents status updates to senior leadership in the form of visuals and oral/written presentations.
  • Develop annual I2.0 plans and strategy execution plans in partnership with Market teams, RMMs, Revenue Management, Sales, and Marketing. 
  • Owns and manages the entire development of automation tools to improve the speed of data analysis and quality of data that is provided to the Field. Used to create a suite of reports and will be responsible for its ongoing maintenance and improvements.
  • Develop Marketing tools to improve booking activity and overall revenue by providing actionable data to improve when and which consumers to target to meet the brand¿s needs.
  • Analyze Co-Op and Consumer budget (>$10M spend) help Sales drive performance against ROI goals and recommend changes to investment to continuously improve results.
  • Support Regional Marketing Managers by providing consumer insights to support DM/EM and Marketing decisions make throughout the Intensification cities.


Job Requirements


  • Bachelors degree in Marketing or related field; Masters Degree preferred.
  • 5+ years of industry experience. Experience with cruise, airline and hospitality industry clients would be most desirable.
  • Expert knowledge of Tableau Data Visualization tool
  • Advanced knowledge of SQL
  • Advanced knowledge of SAS
  • Advanced knowledge of Hyperion
  • Analytical Skills
  • Ability to generate high-impact, low-admin actionable reporting
  • Excellent PowerPoint skills and high degree of competence presenting to senior leadership
  • Expert in problem resolution and opportunity identification
  • Self-starter

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