AVP, eCommerce Brand Experience

We are seeking a dynamic and strategic eCommerce leader to drive commercial growth and digital excellence across RoyalCaribbean.com and CelebrityCruises.com. This role is responsible for leading the end-to-end strategy and execution of content, merchandising, personalization, promotions, and digital optimization. The ideal candidate will bring deep expertise in customer-centric digital experiences, performance marketing, and cross-functional team leadership.

The AVP, eCommerce Brand Experience, will be responsible for leading our brands multi-Billion-dollar online businesses. They will lead strategic direction and content oversight of RCG’s online consumer properties, which receive more than 500+MM visits a year. The right candidate will lead a digital team of 60+ resources, accountable for driving the brand’s digital channels toward growth goals and improving overall site satisfaction ratings.

The role will drive the brand’s digital priorities with an eye to rapid growth and operations. The AVP will lead a team of internal Production managers, designers, and developers, as well as overseeing agency partners, working closely with our internal IT organization, digital leadership, Revenue Management and Air Strategy.

Key Responsibilities

• Commercial Strategy & Execution:
   Lead strategic eCommerce initiatives across two global brand sites, overseeing merchandising, content strategy, promotional planning, and personalized customer experiences.
• Personalization & Experience Engine:
   Define and implement a scalable personalization roadmap using a Customer Data Platform (CDP) to activate dynamic content, offers, and journeys based on real-time customer signals.
• Campaign Development & Launches:
   Manage go-to-market campaigns implementation across our sites annually, including interactive experiences for major product launches—driving increases in traffic, engagement, and conversion.
• Data & Optimization Leadership:
   Lead the eCommerce content optimization team, developing robust test plans, Market insights, and validation strategies to guide data-driven decision-making and improve the customer experience.
• Conversion Optimization:
   Spearhead the deployment of urgency and scarcity tactics (e.g., limited-time offers, booking windows) to improve on-site conversion rates during key decision-making moments.
• Promotional Strategy:
   Direct and optimize high-impact promotional periods—including Black Friday and Cyber Week—resulting in record-breaking revenue and digital performance.
• Cross-Functional Leadership:
   Serve as the key stakeholder across product, UX, engineering, and content teams to lead the redesign of core site experiences, including Universal Navigation and Homepage modernization.
• SEO & Organic Growth:
   Own SEO strategy and execution, including optimized landing page creation and AI-era content adaptation to boost organic visibility and maintain a competitive edge in search rankings.
• Digital Crisis Management:
   Lead crisis communication workflows on digital platforms, ensuring timely and accurate customer messaging during critical events or disruptions.

• Develop and nurture a comprehensive roadmap that encompasses the user and business needs across the RCG brands and multiple channels (mobile, tablet, desktop, apps, social, etc), including key inputs from Hotel Operations, Onboard Revenue, Brand, and Sales.
• Lead cross-functional team to reduce consumer complaints, improve conversion rates, and represent Celebrity¿s Modern Luxury brand promise.
• Lead ongoing web diagnostics/troubleshooting, improve online customer experience, and increase efficiency of development teams.
• Improve organic lead growth across website and digital channels
• Oversee information architecture, user flows, search engine optimization, and feature sets for consumer website and mobile applications.
• Manage team of digital product managers and production resources, external agency partners, and the features pipeline for dedicated internal development resources.
• Procure and manage multi-million dollar budget for digital strategy, development, merchandising, etc.

Qualifications

• Education: Bachelor’s degree in: Business, Marketing, Computer Science, or a related field; MBA or advanced degree preferred.
• Experience:
  • Minimum 10 years of experience in e-commerce, digital marketing, or related fields, with at least 3-5 years in a leadership role.
  • Proven track record of managing high-performing e-commerce teams at a large consumer brand or similar organization.
  • Experience scaling online sales channels and driving significant revenue growth.
  • Demonstrated success in developing and executing e-commerce strategies aligned with brand objectives.
• Leadership Skills:
  • Strong ability to lead cross-functional teams, including marketing, product, IT, and customer service.
  • Experience in strategic planning, budgeting, and P&L management for e-commerce operations.
  • Excellent communication and stakeholder management skills to align with C-suite executives and external partners.
  • Ability to foster a data-driven, customer-centric culture within the team.

• Industry Knowledge:
  • Deep understanding of consumer behavior, market trends, and competitive landscapes in e-commerce.
  • Familiarity with global e-commerce operations, including localization, usability, and compliance.
  • Knowledge of direct-to-consumer (DTC) models and CMS/Commerce platforms (e.g., AEM, Hybis, Shopify).

Technical Skills

• E-commerce Platforms: Proficiency with leading platforms such as Shopify, Magento, Hybris, or Salesforce Commerce Cloud.
• Analytics & Data Tools:
  • Expertise in web analytics tools (e.g., Google Analytics, Adobe Analytics) to track KPIs like conversion rates, AOV, and customer retention.
  • Familiarity with data visualization tools (e.g., Tableau, Power BI, Content Square) for performance reporting.
• Content Management Platforms
  • Working familiarity with the usage and operation CMS platforms (e.g., AEM, Hybris, Shopify).
• Digital Marketing Tools: Knowledge of SEO/SEM, email marketing platforms, and paid advertising tools (e.g., Google Ads, Meta Ads Manager).
• CRM Systems: Experience with customer relationship management platforms (e.g., Salesforce, Braze) to manage customer data and personalize experiences.
• Technical Integration: High-level understanding of API integrations, payment gateways (e.g., Affirm, Klarna, PayPal), and ERP systems for seamless operations.
• UX/UI Principles: Familiarity with user experience and interface design to optimize website usability and conversion rates.
• Basic Coding Knowledge: Understanding of HTML, CSS, or JavaScript to collaborate effectively with development teams (not required to code).
• Emerging Technologies: Awareness, understanding and practical experience of AI-driven tools (e.g., personalization engines, chatbots), Frontier Models (e.g., OpenAI’s ChatGPT, Anthropic’s Claude, xAI’s Grok)  and AR/VR applications for immersive shopping experiences.