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Sr. Manager Guest Commerce Marketing in Miami, FL at Royal Caribbean Cruises Ltd.

Date Posted: 3/22/2019

Job Snapshot

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

Job Description


The Senior Manager, Guest Commerce will champion the development of the pre-cruise ecommerce and email capabilities and marketing programs which will drive aggressive sales goals and optimization of key performance indicators. They will spearhead the strategy, execution, and implementation of pre-cruise promotions, leading the continuous discussion with all key business partners across the organization to develop and implement tailored content and marketing initiatives; such as email segmentation, SEM, display, mobile, social, remarketing, merchandising, landing page optimization & funnel conversion. Additionally, they will lead the development and delivery of go-to market brand campaigns for the guest within the precruise portion of the guest journey. Reporting to the AVP, Customer Marketing & Loyalty, the role will identify and deliver clear short and long term roadmap and opportunities for all pre-cruise marketing and commerce initiatives with explicit recommendations to drive the pre-cruise digital experience to reach corporate OBR and marketing team goals and overall guest satisfaction.


1. Lead, develop and evolve the Guest Commerce team by defining required skills, roles and responsibilities needed to meet Pre-Cruise, Onboard Revenue goals effectively.

2. Drive the development of a continually evolving in-depth web analytics track and dashboard to provide deeper insight into traffic source, shopping and conversion by page, product, SKU, time to sailing and segment as well as promotional performance. Own leveraging the insights from all analytics to make decisions and implement the enhancements on the cruise planner platform

3. Own the development of a fully audited cruise planner booking journey with IT, Call Center & Travel Partners. Inclusive but not limited to; communication chain, current monitoring capabilities, evaluation metrics/tools used to monitor the site, potential gaps, and ultimately ownership within the process.

4. Develop a clear and efficient process to intake daily cruise planner requests from all business partners to ensure business needs are being met with prioritization by business impact with a clear and sustainable timeframe. Develop a process in which your team receives requests, dedicated owners are assigned to handing requests, and the expected communication of all tickets development and timelines are made clear to our partners.

5. Develop key initiatives and timelines around merchandising and site enhancements within the current platform that are focused on driving bottom line revenue, and support key booking windows. Including remerchandising ranking of products throughout cruise planner and precruise email communications, homepage takeovers, cross-sells, last chance engagement offers to meet or exceed the cruise planner revenue targets.

6. Develop and implement pre-cruise marketing strategies in Cruise Planner and precruise email in order to support the brand with new product launches, brand updates, introduction of new technologies, etc. to effectively inform and align guests expectations to drive satisfied precruise and onboard expectations and experiences.

7. Partner with the Email Service Provider, Digital Agency and A/B testing vendor to execute the short-term and long-term roadmap, identifying challenges and creatively solving for them. Identify new or unique CRM/Digital data that can be used to execute a consistent and relative personalization/segmentation program within current platform constraints.

8. Lead our internal stakeholders and agencies to understand and ultimately drive how we should reach and communicate with each pre-cruise persona and product, adjusting our marketing efforts to maximize each opportunity. Own the collaboration with key business owners in Call Center & Trade to recommend and build pre-cruise communication plans at both tactical and overall digital experience levels.

9. Partner with all Integrated Marketing groups to ensure holistic execution, alignment with full consumer journey, consistent and optimized brand communications and experiences

10. Foster and empower a cross-functional team of marketers with continued focus on communication, operations and analysis; encouraging ideas, discussions and cross-team learning of various job functions to guarantee all team members understand their role and its definition of success.


Job Requirements


  • College degree required. Master¿s degree preferred.
  • 8-10 years of experience in e-commerce, email, customer journey, user-experience, content development & web/email analytics
  • Past management experience
  • Understanding of Adobe Marketing Cloud products: Adobe Site Catalyst, Adobe Audience Manager, Adobe Experience Manager, Adobe Target Standard, Adobe Dynamic Tag Manager.
  • Certified Scrum Product Owner with experience developing brand-new cross-functional scrum teams for e-commerce and content platforms.
  • Experience understanding cross-functional roles and opportunities: creatives, information architects, back-end application engineers, business analysts, quality assurance leads, traditional marketers, digital marketers, front-end developers, digital analytics managers.
  • Experience redesigning web platforms and product pages; leading complex requirement gathering of technical platforms.
  • Experience working with the determination and execution of Change Management Requests for various vendors including IT.
  • Experience prioritizing a product backlog in tools such as Version 1, JIRA and Confluence knowledge.
  • Experience with enterprise CRM/Database/ESP platforms in an operational/executional capacity.
  • Demonstrated aptitude for being confident, poised under pressure and decisive when working with business leaders. Strong communication and business acumen.
  • Ability to multi-task and meet deadlines; highly detail oriented, meticulous and creative.
  • Entrepreneurial drive tempered by judgment and strong leadership skills.
  • Self-starter, able to work with minimal direction and lead others.
  • Excellent verbal and written communication skills. Attention to detail and follow-through.
  • Strong project management skills and key computer skills (Excel, PowerPoint, Outlook).

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