Social & Digital Marketing Coordinator

 

Position Summary:

Royal Caribbean Group is a New York Stock Exchange-quoted global cruise vacation company that controls and operates three global brands: Royal Caribbean, Celebrity Cruises, and Silversea Cruises. Together these brands operate a combined total of over 60 ships. They operate diverse itineraries around the world that call on all seven continents.

 

The Royal Caribbean brand, with its HQ out of Miami, is the second largest individual cruise brand in the world, operating 26 ships and carrying over 1 million guests per year. Known for its innovation and industry-leading operational and environmental standards, the brand holds The Best Cruise Line Overall award for 16 years running. In Australia alone, Royal Caribbean has won several significant titles including Best Cruise Operator (8 consecutive years running) at the National Travel Industry Awards and recently voted Australia’s leading cruise line at the CLIA industry awards.

The Social & Digital Marketing Coordinator functions as an integral part of the Australian Marketing team and is responsible for supporting digital projects related to CRM planning & optimisation and website content across consumer, booked guest and loyalty audiences for Australia. This role provides key support in the areas of CRM & website planning, brand alignment, tone & messaging, data segmentation, content development & optimisation, design, performance tracking/tagging, analytics and reporting. This position plays a vital role in ensuring engaging and personalised content is delivered to our guests at the right time through digital channels, whether they be travel intenders, booked guests, or members of our loyalty program, to drive bookings with a particular emphasis on our web and app channel bookings.

 

Essential Duties and Responsibilities:

Digital Campaign Execution & Coordination

• Brief, monitor and implement digital marketing campaigns (creative and copy) across owned and paid digital channels including display, SEM, third party digital campaigns and the Royal Caribbean website to drive direct conversion through the web
• Brief Royal Caribbean’s media agency to successfully implement digital campaigns across channels such as:

• • • Search and display
    • Third party eDMs (e.g Cruise Critic)
    • Third party lead generation campaigns
    • Brief the in-house Graphic Design team on campaign assets including key messaging, specifications and deadlines

• Together with the Senior Manager, Digital, work closely with the International Marketing team based in Miami to ensure local optimisation by:

• • • Supporting the timely and correct implementation of retail and brand campaigns
    • Keeping the team across significant website changes such as pricing updates, testing opportunities and commercial needs
    • Monitor the local Royal Caribbean website to ensure user experience is sound and propose enhancements where required to meet AUNZ guest needs
    • Develop and identify opportunities for localised content for both website and eDM to drive the brand’s local objectives as required
    • Review local eDM campaigns and make recommendations as needed, together with the Snr Manager, Digital
    • Ensure local web content (including FAQs) is up to date and relevant, in line with local internal team talk tracks/information

• ECID tracking links creation for all applicable digital activity
• Monitor the success of live campaigns through reviewing reporting tools and making recommendations where required for local market optimisation and direct performance
• Support the Senior Manager, Digital with larger web projects as required to drive demand for local products, with particular focus on our Royal Beach Club, Lelepa
• Support the GTM & Partnerships Manager with the implementation of bespoke landing pages, banners and eDM campaigns in collaboration with the International Marketing team
• Join ongoing online WIPs with the International Marketing team, as requested by the Snr Manager, Digital to ensure local business objectives are addressed and met
• Keep abreast of both local and global market and industry trends with the ability to extract key insights
• Present marketing updates as required to internal marketing team and key stakeholders
• Local digital team administration between internal and external stakeholders

 

Social Execution & Support

• Create daily engaging social content, including basic image and video editing as well as copywriting to align with direct business needs and local brand trust
• Work with the Senior Manager, Digital and Social Media Manager to develop content calendars on a monthly and quarterly basis for consumer-facing social media channels in line with local and global brand moments, direct track needs and local consumer behaviour
• Oversee day to day social media community management in collaboration with customer service team
• Use social media management platforms such as Brandwatch in order to manage content, engage with consumers and track performance
• Assist with new channel and campaign rollouts across both paid and organic social media channels
• Communicate and build relationships with internal and external stakeholders
• Stay up to do date with the latest social media best practices, trends and technologies
• Analyse and assess performance across social media channels through qualitative and quantitive reporting alongside the Senior Social Media Executive
• General administration across the digital & social team will be required from time to time
• Perform 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.

 

Qualifications:

• Tertiary qualification in marketing, digital and/or tourism desirable
• Marketing experience in a media/digital or equivalent preferred but not essential
• Candidate must possess strong written and oral communication skills and be able to work effectively with all levels of personnel
• Basic creative editing skills desirable (ie for basic social video and static editing)
• Strong PC skills are required.

 

Knowledge and Skills:

• Highly organised with the ability to prioritise and manage deadlines.
• Advanced Word, excel and PowerPoint required.
• Copy writing for consumer-facing material
• Experience using Google Analytics and other reporting platforms preferred.
• Complex Problem Solving: Identifying complex problems and reviewing related information to develop and options and implement solutions.
• Presentation: Using computer skills and communication style to create, manipulate, edit and communicate slide presentations. Understanding end-state and the best way to present a story in a logical and analytical fashion to achieve desired results.
• Negotiating and Persuasion: Bringing others together to try to reconcile differences and persuading others to your point of view.
• Financial Modeling: Evaluating data, determining optimal way to spend to accomplish company goals.
• Project Management: Collaborate with various teams to align and influence strategic decision-making among Brand leadership.
• Creative thinker with a strong eye for detail.
• Highly effective communication skills
• Strong presentation skills – written and verbal
• Ability to provide solutions under time constraints
• Highly motivated, ‘can do’ attitude with proven interpersonal skills
• Proactive, enthusiastic and a team player
• Multi-tasking skills – highly adaptable
• Flexible working hours and travel
• Passion for travel desirable