Head of Brand PR, EMEA

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We are now looking for a Head of PR & Events for a maternity cover fixed-term contract of 12 months to join our Marketing Leadership Team based in Weybridge, UK.

Position Summary:

The Head of Brand PR, EMEA position is a key role in the organization, leading the PR strategy for the EMEA markets and working closely as part of the global PR team to influence the global strategy.

The role is charged with directing, leading and executing the PR strategy to secure maximum positive brand exposure of key messages for the Royal Caribbean International brand, products and initiatives across target media (consumer, travel and trade media across all channels) for UK, Ireland, Continental Europe, Middle East, and Africa. This is a high-profile role that touches all areas of the business and will work closely with the EMEA Senior Leadership team and the Global PR team to drive successful development and implementation of PR campaigns within the key markets.

The role will be required to manage incoming media requests from across the region whilst driving and proactively building on strong trade, cruise and travel media relations whilst breaking out of the category to create media engagement in the broader consumer and new to cruise environment.

Through a strategic approach, the Senior PR Manger will work closely with the Global PR team, leading the EMEA market strategy to drive the PR function and create impactful coverage. The primary goal is to leverage brand news, successfully oversee product and destination media launches and drive activities that will generate both awareness and consideration in affluent holidaymakers who are new to the brand, as well raising brand awareness amongst a new to cruise, family audience.

The Head of Brand PR, EMEA is expected to be a leader, driving the EMEA PR strategy, and be the decision maker on important communications strategies and challenges involving the brand in the EMEA markets. The Senior Manager has significant discretion in personnel matters, budgeting, and agency direction for the brand, and is accountable for delivery of global campaigns and projects in EMEA.

Manage the day-to-day team and x5 international PR agencies and be responsible for career growth and progression for direct reports (currently PR executive).

Essential Duties and Responsibilities:

Strategy

The Head of Brand PR, EMEA will work in collaboration with the Director of PR to drive the EMEA PR strategy and will be responsible for the strategy implementation to generate strong media exposure in tier 1 titles with high editorial quality scores in line with the brand’s measurement KPIs. Focus should be in consumer media to reach new audiences and drive direct sales, but coverage should also be regularly secured across trade media to drive engagement with the travel agent audience and continue to demonstrate thought leadership in the industry.

Planning

• To ensure that the PR activity is in line with EMEA sales objectives and that there is good collaboration achieved with the wider business and Miami.
• Ensure consumer-facing activity sets us apart from other cruise brands, doing a job for Royal Caribbean not cruise in general, and demonstrates Royal holidays are a better alternative to land-based family holidays
• Ensure activity is brave, reflective of challenger-brand mentality and drives brand fame
• To ensure that there is regular evaluation of all communications activity and brand performance and that there is focus on continual improvement and best practice.
• To ensure that consumer and trade insights are at the core of planning and decision making
• To exploit rapidly emerging trends in media and consumer behaviour amongst our target audiences
• To develop and own PR activity plans to deliver results across all sectors of the media and ensure on-going coverage

Execution

• To be responsible for all EMEA PR channels – editorial, influencer, media events, ship and destination launches
• Coordinate x5 international PR agencies and additional PR teams that work with International Representatives across the region to meet specific market and global brand objectives
• To ensure PR and communications (out of Miami) are translated and exploited where appropriate to generate efficiency and brand consistency
• To develop and maintain strong media relations (consumer, trade, cruise specialists and broadcast relationships)
• To instil effective press office management and process ensuring effective use of tools. Additionally, to initiate effective measurement and evaluation of press coverage to support communications strategy
• To be responsible for growth of the share of voice for the brand within EMEA media and monitor competitor PR in this arena
• To manage an effective thought leadership strategy for key representatives within the organisation including media interviews, keynote addresses, industry panels and speaker events
• Required to foster relationships at all levels of the business as well as with key external industry organisations i.e. CLIA, ABTA etc
• To create and lead compelling PR campaigns that align with Royal Caribbean’s product strategy to achieve widespread coverage, particularly amongst new to brand and yet to cruise audiences
• Lead development and execution of multi-million-dollar budgets for brand initiatives in EMEA
• Working with the EMEA social team, to deliver an impactful influencer strategy across EMEA
• To deliver a successful programme of media engagement throughout the year, including through events, ship visits and press trips
• To own all broadcast PR for the EMEA region, particularly around ship launches and major business news
• To plan news announcements, including internal implications developments that will be reported in the media
• To ensure that PR activity not only supports brand growth but also focuses on the tactical need to ensure that targets are achieved
• To deliver news and information within tight deadlines and prioritise activity
• To be responsible for the effective management and investment of the PR budget. To include monthly balancing and detailed quarterly forecasting
• To work alongside the Corporate Communications team both locally and in Miami and the Global PR team to maintain and implement when necessary and effective Crisis Management Programme
• To ensure that all KPIs are met from media exposure to brand engagement
• To work closely with all other business functions to ensure that plans are integrated

People:

• This role is responsible for the management, motivation and personal development of the team including an ongoing programme of mentoring and skills development, the setting of objectives and regular appraisals.
• To be responsible for the management of x5 current PR agencies to lead and execute the PR strategy, while also coordinating with PR teams in markets with International Representatives

Financial Responsibility:

• Effectively manage the EMEA allocation of the International PR budget of over $1M along with accurate forecasting allowing for course correction.
• Ensure the ROI for all activities meets the required KPI’s.

• Must prudently manage expenditures on large projects
• Evaluates best and most efficient use of direct reports and outside resources/vendors on significant projects

Skills:

• Excellent PR skills built and developed in travel or PR agency environment with experience in traditional media and digital channels
• Strong agency management and some event planning experience
• Ideally experience of working both in-house and within a PR agency handling proactive and reactive press office function
• Innovative with a strong sense of creativity
• Strong writing skills (speech writing and presentations)
• Attention to detail and strong organisational skills
• Ability to remain calm and non-confrontational regardless of the situation
• Ability to build relationships, liaise and co-ordinate cross functionally across teams
• Experience of a fast-paced environment and good sense of humour
• Good presence – able to quickly gain the confidence of senior management
• Matrix and multi-national organisation experience preferred
• High media consumption and enjoyment of news
• Demonstrated success in planning and implementing integrated PR campaigns with a proven impact on the bottom line

Qualifications and Education

• Bachelors degree in Communications or like field
• 10+ years of PR experience ideally in the travel industry
• Excellent writing skills and a creative mindset
• Strong leadership and organisational skills
• Experience of complex stakeholder relations
• Good all-round knowledge and experience of digital and social channels
• Flexible on working hours and travel

Physical Requirements

The physical demands described here are representative of those requirements employees must meet to perform the essential functions of this job with or without reasonable accommodation. While performing job functions the employee is regularly required to sit, stand, write, review and type reports, compile data, operate a pc, communicate, listen, and assess information. The employee may move about the office complex, may travel to other office locations and may lift, push, pull or move 10 - 15 pounds. Visual requirements include distant, close and color vision, and ability to adjust focus. Work Environment: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of the job. The environment includes work inside/outside the office.

Working Conditions

Ability to read and comprehend instructions, correspondence and memos. Ability to communicate effectively with various departments within the organisation. The work environment characteristics described here are representative of those an employee encounters while

performing the essential functions of the job. The environment includes work inside/outside the office, travel to other offices and ship visits, possibly travel domestic and international.

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