Senior Manager, Digital Media in Miami, FL at Royal Caribbean Group

Date Posted: 2/22/2021

Job Snapshot

Job Description

Must have experience managing and optimizing all types of paid digital media including programmatic display, paid search, paid social media and online video on both desktop and mobile.


Journey with us! Combine your career goals and sense of adventure by joining our exciting team of employees. Royal Caribbean Cruises Ltd. is pleased to offer a competitive compensation & benefits package, and excellent career development opportunities, each offering unique ways to explore the world. 

Position Summary:

The Senior Manager, Digital Media is responsible leading the digital marketing strategy, execution and innovation of display and programmatic, native content, paid search and paid social media with KPIs that align with the company's business objectives to increase qualified website visits and drive booking conversion. This position oversees the execution and optimization of our largest media channel, digital media investments, and manage the digital media team and external agencies and vendors overseeing back-end digital operations and ad tech. The person in this role must also bring innovation to digital media campaigns, prioritizing first-to-market and revenue driving initiatives that are accountable and deliver on larger brand objectives.  This position reports to the Director of North American Media and will work closely across all Marketing  department teams as well as manage our media agency on digital media related strategy and execution 


Essential Duties and Responsibilities: 

  • Lead the development of the digital media strategy, execution and optimization of campaigns across multiple digital media channels including but not limited to Display, Online Video, Mobile, Paid Search, Paid Social and Streaming Audio ensuring all KPIs are achieved including 120 million web visits per year and $460M of web revenue. 
  • Drive innovation across all digital media campaigns, prioritizing first-to-market and revenue driving initiatives that are accountable and deliver on larger corporate objectives.
  • Lead the strategy to grow online, search and mobile sales capabilities via close collaboration with the interactive team to ensure cost efficiencies and performance improvements where paid and organic search can be better aligned
  • Identify, test and validate a variety of digital products, programs, automation and vendors/partners to continually evolve our digital media presence.
  • Oversee the data-driven, segmentation roadmap to target our most valuable users and drive the highest-revenue product sales in cruise and pre-cruise products.
  • Oversee all digital media performance reporting.  Track trends and metrics and recommend adjustments to media plans and strategies as needed.
  • Advise and consult on all aspects of the day-to-day management of digital media channels.
  • Partner with Business Intelligence team on integrations with internal data platforms to further build out Audience segments for on-site and offsite targeting, and assessing Digital Media impact on web traffic and bookings.
  • Manage all site tagging and tracking from our media campaigns to insure proper tracking and reporting and all tech related products and programs leveraged by our web development team which could impact said tracking.
  • Strong collaboration across marketing functions. Liaise with teams on brand-wide initiatives, such as new product launches and promotions, to ensure a consistent and optimized customer experience across online advertising, web site landing pages, email and direct mail communications and the transactional funnels.
  • Enhance integration of digital channels with other established company channels (email, direct mail, call center, etc.) to improve overall business and marketing effectiveness.
  • Collaborate with Business Intelligence team to continually evolve dashboards to measure key performance indicators, monitor performance and uncover insights as an indispensable component of success.
  • Proactive thought leadership on various media topics, both written POVs and presentations to keep the department up-to-speed on the dynamic nature of the media landscape
  • Closely partner with outside paid media agency and provide clear direction setting, co-creating of strategies, and ensuring excellence in execution is maintained
  • Monitor and ensure that all campaigns are in budget and allocated by channel and tactic in order to deliver efficiently and effectively.
  • Manages and tracks budgets; utilizes key financial and operational metrics to measure effectiveness of campaigns and programs
  • Leads the development of presentations pertaining to digital media strategies, media spend trending, performance and leading the test and learn agenda.
  • Drive regular and consistent communication including program check-ins, dashboards and postmortem reports outlining quantifiable results, program analysis and recommendations.
  • Actively involved in education of internal teams on digital media capabilities, new tools, technology and trends
  • Act as subject matter expert for the brand on evolving technology and digital media trends, competitive programs and industry best practices. 
  • Lead (and build) a growing team to help develop and execute the digital strategy.

Job Requirements

Qualifications, Knowledge, and Skills: 

  • Bachelor's degree required, preferable in Marketing, Finance, or Business Administration.
  • 8-10 years professional experience in digital media strategy and execution, including at least five years in a hands-on role and five years in a managerial position. 
  • Strong understanding of the digital paid media eco-system: experience using multi-touch attribution, audience management, and programmatic media buying across platforms.
  • Experience with cross-channel and/or full-funnel strategies, including traditional and digital advertising, direct response programs, email, website development, mobile, search, eCommerce and social media
  • Experience developing analytical models to generate business insights, optimize marketing efforts, and/or create solutions for segmentation, retention, time series, etc.
  • Strong ability to navigate ambiguity and manage competing priorities
  • Exceptional people skills, both internally and with clients, with the ability to foster collaborative relationships with other cross-functional teams
  • Excellent written, oral and presentation abilities - must be able to communicate complex ideas in both technical and user-friendly language
  • Expertise driving results in fast-paced direct marketing and/or e-commerce environment
  • Demonstrate strong professional leadership skills
  • Must have complete knowledge of all aspects of Digital Media including Programmatic, Paid Search, Social Media, Mobile, Online Video, Biddable Media, etc.
  • Experience managing paid and organic search campaigns using Google Analytics, Webmaster Tools, Google AdWords, and Bing Ads
  • Demonstrated experience with several of the following systems and/or platforms:
  • Demand Side Platforms (DSPs) and Ad Servers: Adobe Media Optimizer, DoubleClick, Mediamath, Google AdWords, DoubleClick, Sizmek, Atlas, MOAT, DoubleVerify
  • Marketing Automation: SFDC Marketing Cloud (ExactTarget), Pardot, Eloqua, Responsys, Marketo
  • Demonstrated proficiency with several of the following tools:
  • Analytics, Measurement, and Visualization tools: comScore, Nielsen, Adobe Analytics, Google Analytics, Web Analytics, Tableau, Looker, Alteryx, Arrivalist, Tag Management Solutions (Ensighten, Tealium, GTM), A/B & MVT Solutions (Target, Optimizely, Sitespect), Facebook Insights
  • Data Manipulation tools: VBA/Excel Macros, Microsoft Access, SQL, SAS, SPSS, S-Plus, R, Python, etc.
  • Technical knowledge to bridge the gap between UX designers, programmers and vendors
  • Knowledge of the digital marketing and advertising landscape, the unique technical aspects of the medium, and their impact on the development and execution of media strategies.
  • Aptitude for problem-solving and strong critical thinking skills.
  • Budget management.
  • Strong organizational skills and ability to manage and prioritize multiple projects based on business critical needs.
  • Proven success in a fast-paced environment. Works well under pressure, thriving under tight deadlines.
  • Ability to work in a team environment that promotes collaboration




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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