Sr. Manager, Marketing Planning + Performance in Miami, FL at Royal Caribbean Cruises Ltd.

Date Posted: 2/22/2020

Job Snapshot

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

Job Description

Position Summary:


Based in Miami, FL and reporting to the Director, BI & Digital Analytics, the Sr. Manager, Marketing Planning + Performance will lead a team focused on delivering actionable learnings and insights to improve marketing outcomes and effectiveness. This team will apply analytic and data mining techniques to measure the impact of marketing on business outcomes, determine what worked and did not, predict and forecast potential outcomes, and advise on optimal strategy/channel mix to drive highest return on objective.


The Sr. Manager will join a team of highly skilled statistical modeling experts with solid business experience and technical knowledge in applying advanced marketing analytics and modeling techniques to measure, improve and predict the effectiveness of marketing.


The Sr. Manager, Marketing Planning + Performance will lead strategy and execution for all analytic activities that support Marketing. The Sr. Manager works with internal/external partners, to develop and leverage predictive analytics and advanced statistical techniques, to drive strategic thought and effective decision making. The ideal candidate has the business mindset to develop strong hypotheses on improving performance on business objectives and then translate raw data into insights that prove or disprove those hypotheses.


Additionally, the Sr. Manager should possess in-depth technical and analytical expertise to establish yourself as a subject-matter expert (SME) in the marketing organization. This includes expertise in ad-tech, DMP, CRM, and marketing analytics such as Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), Segmentation, Propensity Modeling, A/B testing, and Targeting.


This individual also works cross functionally with several teams within the organization to support key decisions around product positioning, pricing strategies and formulating measures of success. Additionally partnering with marketing channel owners/teams, and Media Agencies to deliver insights and understanding of media performance and develop recommendations on how to optimize media return on investment.


The ideal candidate will need to have a history of leading a team of analytical resources/subject matter experts in support of Marketing initiatives, including customer segmentation, campaign performance and digital data design, implementation, production deployment and analysis. They will also lead and develop team members to deliver highest quality analytics and insights that drive decision making and strategic development of business and marketing.




  • Manages a team supporting business intelligence & analytics for global digital for the Royal Caribbean International Brand. Leads the effort to identify and develop data collection strategies and metrics for reporting on KPIs that directly measure the performance of marketing activities, mobile applications, online campaigns, e-commerce conversion funnels and long-term digital marketing strategies. Anticipates business changes/needs and propose solutions to address them.
  • Influences business decisions through analytics and identifies actionable, data-driven insights. Makes recommendations and influences the direction of the business by effectively communicating results to a cross functional group as well as department executives.
  • Leads a team that manages analytical manipulation and mining of databases. Support business unit teams, product management group and other teams with ad-hoc reporting and in-depth website analysis, as well as optimization tactics to continuously improve app performance. Exercise judgment and interpretation of requests to deliver the appropriate metric with the necessary context.
  • Support global media investment on Audience based media buying strategies and partner with Ad Tech team and agencies to activate strategies through all addressable media channels (Digital and Non-Digital). Analyze media plans and alternative scenarios for alignment with overall media strategy
  • Deliver engaging, informative, well-organized business insights and presentations.
  • Performs other duties as required. This job description in no way states or implies that these are the only duties to be performed by the employee occupying this position. Employees will be required to perform any other job-related duties assigned by their supervisor or management.


Job Requirements



  • Bachelors degree required, with an analytical/quantitative concentration preferred; MBA or other advanced degree preferred
  • Strong knowledge of the online travel industry, eCommerce, and travel/tourism in general desired
  • 8+ years of professional hands-on experience translating analytics including statistical modeling, data mining, and advanced segmentation into actionable insights. Additionally, work experience with digital analytics preferred
  • 5+ years of management or supervisory experience
  • Ability to think strategically and 'big picture'
  • Experience in reporting, online analytical processing, analytics, data mining, complex event processing, business performance management, text mining and predictive analytics is preferred
  • Solid planning, priority setting, and project management skills with experience managing multiple projects and resources concurrently
  • Excellent critical thinking, verbal and written communications skills, with strong experience in communicating with senior managers and executives
  • Ability to display data visually, creating powerful presentations which effectively quantify and justify value created to both analytical and non-analytical audiences
  • Adept at developing relationships across diverse teams, including statistical, technical, and marketing resources
  • Highly motivated, curious, collaborative, and innovative
  • Must demonstrate an ability to proactively recognize and define problems, understand business and system processes, collect data, establish facts, and draw valid conclusion
  • Must be a self-starter and able to complete large projects with little direction.
  • Expert knowledge of BI systems and their architecture, including experience working with data visualization tools such as Tableau or Microsoft PowerBI
  • Extensive experience integrating data from Adobe Analytics (SiteCatalyst) or similar tools with other enterprise data stores
  • Strong working understanding of A/B and multivariate testing techniques and best practices
  • Experience with the latest Big Data and Cloud Technologies such as Azure, Spark, Hadoop, or Hive preferred, as well as experience with public cloud environment such as AWS, Azure, etc.
  • Experience with statistical software (e.g. Spotfire, R, SPSS, SAS, etc.)
  • Must be well organized, methodical and pay close attention to detail, possess strong estimating, planning and time management skills and demonstrate the proven ability to prioritize and manage multiple projects and responsibilities simultaneously. Good organizational and project management skills to include milestones, budgeting and resource allocation.
  • Experience with the evaluation of new technologies and projects for business value
  • Proficient in SQL preferred
  • Sound leadership skills to coach, mentor and motivate teams.

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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