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Lead, Content Strategy

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


The Royal Caribbean Group has an exciting career opportunity for a full time Lead, Content Strategy that will focus on planning and executing content strategies for Royal Caribbean’s website.


Position Summary:


The Lead, Content Strategist, is responsible in overseeing go-to-market campaign strategies, marketing strategies, editorial content and all content creation for As a primary lead for strategy and creation, creating compelling storytelling to inspire and communicate key messages end-to-end for the guest experience, ensuring that copy and design are aligned with the Royal Caribbean brand. In addition, this role will work to innovatively solve content strategy challenges while leading a junior content strategist to help develop campaign execution.

Must be an effective leader, collaborative, and strong communicator, capable of working with key stakeholders in multiple teams. Developing, proposing, presenting and selling new ideas, strategies, concepts, and tactics—then guide those projects to completion. Ensuring constant communication to leadership. This role is expected to flex both analytical and creative muscles, thinking long term as we optimize our work throughout each campaign life cycle. Owning high impact marketing campaigns, developing thoughtful messaging frameworks, and content on Royal Caribbean website. Working at the strategic level (generating growth ideas) and at the tactical level (optimizing campaigns).

This role oversees content strategy from UX perspective, investigating how design and copy shape our customer experience. From understanding how to apply the right message to the right customer at a crucial moment to develop the content strategy that will help us connect with our guests the best way possible. Providing input on design enhancements, recommendations on content layout and link architecture, and working closely with the development teams to assure development efforts. This process includes monitoring Web Analytics and Business Performance closely to determine short and long-term opportunities, performing audits, informing content strategy efforts, identifying content gaps, and ensuring content on the web is reaching its max potential.


Essential Duties and Responsibilities:


  • Design, create and execute content development for new and existing marketing campaigns.
  • Manage the go-to-market calendar for the web and ensures channel plans and strategies are executed on time
  • Content for the customer journey from pre-cruising to post-cruising shopping.
  • Ensure a consistent global brand and experience while implementing appropriate localization/translation strategies working with relevant functions.
  • Partnering with departments for the holistic journey from e-mail marketing and PCP.
  • Working with stakeholders and managing relationships for long term content optimization.
  • Owning, presenting, and communicating strategy efforts to key stakeholders, especially leadership.
  • Partner with analytics on keyword and SEO research to understand customers' needs in all product initiatives
  • Establish goals and KPIs to report on performance, including observations, insights, and recommendations
  • Conduct A/B testing to develop content recommendations and insights for future marketing efforts.
  • Strategizing on merchandising in the holistic customer journey
  • Work with partners to test product positioning and identify opportunities for end-to-end funnel optimization
  • Leverage market and customer data to develop and adjust content themes/topics and execute a plan to develop the assets that support these themes/topics
  • Coordinate project deliverables and collaborate with team members from other departments such as launch.
  • Use content publishing systems to modify content to our site
  • Conduct content inventories and audits to identify website- and page-level issues, such as thematic gaps, thin or duplicate content, inadequate inlinks, and improper use of heading structures.
  • Ensure projects are launched on time and meet initial project requirements, keeping teams and management notified of progress and any potential deviations from project schedules (deliverables, milestone dates, resources, etc.)
  • Arrange the review and final approval of content; document feedback and manage any changes
  • Collaborate with the entire integrated marketing spectrum from traditional and digital tactics to communications and public relations.
  • Be first point of contact for when content/product and tool issues occur. Partner with appropriate teams to resolve all issues and communicate updates to the teams and management
  • Document, maintain, and communicate content delivery schedule
  • Assist manager to assess all processes and look for areas of improvement in workflows and content
  • Analyze and determine to propose recommendations for future action in content and design
  • Oversee and manage any agency work and status for campaigns.
  • Manage and lead junior content strategist campaign development.
  • Partners with junior strategist to ensure they have meaningful, relevant goals and professional career development plans in place.
  • Leads by example continues to foster a department culture of understanding, constructive feedback, growth, and creativity.


Qualifications, Knowledge & Skills:


  • Bachelor’s Degree in Marketing, Business, Journalism, English major, or similar
  • 5-6 years of professional experience with web content strategy.
  • In-depth knowledge managing of content for one or more of the following: digital campaigns, websites and landing pages, emails, mobile applications
  • 3+ years of experience working within a content management system
  • Ability to devise holistic content marketing strategic plans and ability to execute at a strategic and tactical level.
  • Well-versed in content marketing best practices and passionate about elevating the game to be a leader in the space.
  • Flexibility to changing priorities and able to work on several projects simultaneously.
  • Exceptional verbal, written and presentation communication skills and the ability to inspire others.
  • Highly self-motivated, thrive in fast-paced collaborative environment, and work well within a team.
  • Deep visioning and compelling narrative creation skills
  • Working knowledge of HTML, Web, CMS publishing
  • UX/UI design experience (Figma, Sketch)
  • Skilled in Adobe Creative and Marketing Clouds (i.e. AEM, InDesign, Illustrator, Photoshop)
  • Bring creative concepts to life through content creation and visual enhancements
  • SEO experience for best practices, especially as they relate to long-form web content, in the face of ever-evolving algorithms.
  • Drives the creative process to produce high-quality, original content
  • Outstanding ability to think creatively and resolve problems.
  • Strong organizational, time management, and analytical skills.
  • Excellent written and verbal communication skills.
  • Proficient in Microsoft Office
  • Team player able to collaborate with peers across business functions
  • Positive attitude and willingness to take initiative, share perspectives, and proactively make things happen.
  • Experience with other aspects of digital marketing, such as audience development, e-mail marketing, and user experience, is a plus.


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.


All applicants who receive a conditional offer of employment will be required to comply with the Company’s mandatory COVID-19 Vaccination Policy. The Company’s COVID-19 Vaccination Policy requires all employees who work from the Company’s offices or whose job duties require them to travel to our U.S. offices, ships, and/or private destinations be fully vaccinated against COVID-19. If you are covered by this policy, you will be asked to complete Vaccination Attestation upon acceptance of this offer and upload proof of vaccination to the Company’s human resources system on your first day of employment unless an accommodation has been granted.

Nearest Major Market: Miami

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