Director of Performance and Strategy, International Marketing

Journey with us! Combine your career goals and sense of adventure by joining our incredible team of employees at Royal Caribbean Group. We are proud to offer a competitive compensation and benefits package, and excellent career development opportunities, each offering unique ways to explore the world. 

We are proud to be the vacation-industry leader with global brands — including Royal Caribbean International, Celebrity Cruises and Silversea Cruises — the most innovative fleet and private destinations, and the best people. Together, we are dedicated to turning the vacation of a lifetime into a lifetime of vacations for our guests. 

This position will be working onsite from Miami.

Position Summary: 

The Director of Performance and Strategy, International Marketing is responsible for spearheading the strategy, execution, and performance of all international customer marketing programs for the Royal Caribbean brand. Within the international customer marketing programs, the role will develop Royal Caribbean's go-to-market strategy across international markets and provide strategic vision around marketing technology, customer segmentation, personalization, brand localization, and ultimate performance and guest experience driven consumer lifecycle journey through all facets of consumer marketing including media planning, sponsorships, media mix modeling, pre-cruise, casino marketing, and media analytics. 

Reporting to the VP, International Marketing, this role will oversee 7 highly motivated marketers to identify and deliver International Marketing long-term and short-term roadmap and priorities for all initiatives, working with international teams and leadership to develop and execute action plans to drive the digital consumer experience to reach all international marketing and brand KPIs. Additionally, this role will lead an internal media operations team and an external media agency to deliver international media investment. 

Essential Duties and Responsibilities: 

• Spearhead strategy, lead the execution, and optimization to deliver on key KPI targets related to International Marketing engagement, Marketable Database Size, Performance marketing, Branding, Pre-Cruise Revenue, and VIP Casino bookings. 

• Lead the charge to ensure that each customer receives a highly personalized and engaging journey through every interaction with Royal Caribbean. This includes redefining segmentation and targeting strategies, partnering with the BI and Web Analytics teams on new technology, data analytics systems and tools, and overseeing all day-to-day operations of communication channels. 

• Develop clear go-to-market strategies in for International marketing and brand positioning for expansion into new markets. 

• Leverage both analytical and operational skillsets to relentlessly find ways to improve marketing performance while executing tactical initiatives to drive customer activation, retention, loyalty, and reactivation through sophisticated segmented campaigns, behavioral triggers, and optimizing creative and copy assets across channels. 

• Leverage the Business Intelligence team to understand deeper insight into performance by campaign, 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 within the customer marketing channels. 

• Identify new dynamic creative optimization technology that can be used to execute a consistent and relative personalization/segmentation program. 

• Develop A/B testing strategies to execute the short-term and long-term roadmap, identifying challenges, and creatively solving for them. 

• Develop and own a clear and efficient process to intake daily customer marketing requests from International business leaders/partners to ensure International business needs are being met with prioritization by business impact with a clear and sustainable timeframe. Develop a process in which the team receives requests, dedicated owners are assigned to handling requests, and the expected communication of all tickets development and timelines are made clear to partners. 

• Own the collaboration and partner with all Marketing partners, Revenue Management, OBR partners, Call Center, and Sales to ensure holistic execution, alignment with full consumer journey, consistent and optimized brand communications and experiences. 

• Lead an internal media operations team and an external media agency to deliver international media investment. 

• 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. Continually enhance and evolve the teams by defining required skills, roles, and responsibilities needed to meet goals effectively. 

• Short and Long Term Commercial Strategy: 

• Pricing: Focus on developing and implementing pricing strategies that optimize revenue and competitiveness in the market. 

• Promotions: Craft and execute promotional strategies to attract customers and drive sales, leveraging seasonal opportunities and market trends. 

• Merchandising Strategy: Develop strategies for product presentation and marketing, including: 

• Creating product playbooks that marketers can follow to achieve optimal results. 

• Developing and managing marketing partnerships to enhance brand visibility and reach. 

• Investment Strategy: Responsible for evaluating, planning, and managing investment strategies across: 

• Above-the-Line Advertising: Managing traditional mass media advertising efforts (TV, radio, print). 

• Below-the-Line Advertising: Overseeing targeted marketing initiatives that focus on specific consumer segments. 

• Partnerships: Integrating partnership marketing into the broader investment strategy to drive effective marketing outcomes. 

• Sales Performance: Accountable for achieving a high percentage of direct sales and driving qualified demand to various sales channels, including Trade, Call Center, Website, and App. 

Qualifications, Knowledge and Skills: 

• Bachelor’s degree in Marketing, Management, Communications, or a related field; Master’s degree preferred. 

• 10+ years of experience in digital marketing, media tracking, brand management, and data analytics, including team management. 

• Proven ability to lead and develop high-performing teams, fostering a collaborative culture and effectively delegating responsibilities to enhance scalability. 

• Strong strategic mindset with the ability to translate vision into actionable plans that drive growth and operational efficiency in international markets. 

• Track record of identifying and nurturing talent, providing mentorship, and creating a learning environment that encourages continuous improvement and innovation. 

• Experience in change management, leading teams through transitions while managing resistance effectively. 

• Exceptional communication skills with the ability to influence stakeholders at all levels, including executive leadership and external partners. 

• Proven ability to collaborate across departments to achieve common goals and drive organizational success. 

• Familiarity with digital media practices, including tracking and tagging, and knowledge of marketing technology tools, such as Tealium and Adobe Marketing Cloud products (e.g., Adobe Site Catalyst, Adobe Audience Manager). 

• Strong analytical skills to interpret user and performance data, establish success metrics, and develop compelling narratives. 

• Ability to multi-task and meet deadlines; detail-oriented and creative. 

• Strong project management skills and proficiency in key computer applications (Excel, PowerPoint, Outlook). 

1. Increased Focus on Data-Driven Decision Making: 

• The role now places a stronger emphasis on leveraging data analytics and business intelligence to inform marketing strategies. The ability to analyze customer behavior, campaign performance, and market trends is critical for driving effective marketing initiatives. 

2. Integration of Technology and Marketing: 

• The job has expanded to encompass a deeper understanding of marketing technologies and digital tools. Familiarity with platforms such as Tealium and Adobe Marketing Cloud is now essential to optimize customer experiences and manage marketing campaigns effectively. 

3. Emphasis on Personalization and Customer Experience: 

• There is a growing focus on creating highly personalized and engaging customer journeys. This shift requires a comprehensive approach to customer segmentation, targeting, and the use of dynamic creative optimization to enhance engagement. 

4. Strategic Leadership and Team Development: 

• The role has grown to include significant leadership responsibilities, emphasizing the need for effective team management, talent development, and creating a collaborative work environment. Senior leaders are expected to inspire and mentor their teams, fostering a culture of innovation and accountability. 

5. Cross-Functional Collaboration: 

• The position now involves greater collaboration across various departments, including sales, revenue management, and operations. This collaboration is vital for ensuring cohesive execution of marketing strategies that enhance the overall consumer journey. 

6. Global Market Expansion: 

• As the company aims to penetrate new international markets, the role has expanded to include the development of go-to-market strategies tailored to specific regional needs. This requires an in-depth understanding of local market dynamics and consumer preferences. 

7. Investment Strategy Oversight: 

• The job now includes responsibility for overseeing investment strategies across above-the-line, below-the-line, and partnership marketing. Effective management of these investments is crucial for maximizing marketing ROI and achieving business objectives. 

8. Adaptability to Change: 

• Given the rapid changes in the marketing landscape—driven by technological advancements, shifting consumer preferences, and global events—the role requires adaptability and a proactive approach to change management. 

We know there's a lot to consider. As you go through the application process, our recruiters will be glad to provide guidance, and more relevant details to answer any additional questions. Thank you again for your interest in Royal Caribbean Group. We'll hope to see you onboard soon! 

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. Royal Caribbean Group and each of its subsidiaries prohibit and will not tolerate discrimination or harassment. 

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