Director, Marketing

KEY RESPONSIBILITIES

Reporting to President of Royal Caribbean International, Greater China. Marketing Director will be responsible for building and leading a full function marketing team to plan, execute, analyses, and optimize all marketing-related aspects of the strategic marketing, brand and creative, integrated Go-to-market, media strategy, product marketing and new-built, and generation of direct sales via promotions, regional plan achievement and specific markets stewardship, across the region. The primary goals of this function are to consistently increase brand awareness, brand preference, social buzz, enable business partners, create demand and build pipeline for the company’s products. Marketing Director is to work closely with global and regional marketing teams to achieve business objectives in the region.

 •             Proactively and heavily lead teams to build and deepen a holistic view of previous, current and future customer insights through the use of proprietary data  marketing intelligence research, social trends to better identify the cruise target audience. Create and communicate these insights across a wide array of stakeholders both internally and externally.

•              Drive brand building/brand positioning, from big idea to execution. Develop and implement the Brand strategy in line with Royal Brand DNA and Brand Vision. Lead team to identify key attributes to be communicated to the market. 

•              Develop annual Mkt Communication strategy and monthly calendars with cross departments and top management team to build both brand and ship awareness, and achieve both trade and direct business targets. Continuously track the progress of the activity, measure the effectiveness.

•              Create and execute integrated marketing plans over the year, based on deployment, seasonality and market trends that start with a clear view of consumer insights, regional segmentation, and an alignment with direct strategy to maximize the Campaign ROI.

•              Lead media team to better understand and identify key marketing/media opportunities and deliver integrated marketing programs for media and marketing business in China. Define and own the user acquisition strategy, consumer familiarity and execution plan in alignment with the business objectives leveraging online marketing channels.

•              Key driver in crisis management and undertaking continuous analysis of competitive environment. Act quickly on trends and opportunities by staying up-to-date on an extremely changing and competitive industry.

•              Manage the local marketing budgets including Tourist board funds.

•              Support and share Marketing Creative Direction with Hong Kong & Taiwan Markets who,  where appropriate should be considered in Greater China campaigns.

•              Coordinate closely with functional leaders, across GTM, Brand and Creative, New-built, Digital, Media, Hotel operations in Miami office to align, influence and customize guidelines, product concept, campaigns, assets, milestones, to ensure regional fit and execution.

•              Recruit, develop and lead the marketing team to include brand and creative, media strategy, channel and alliance marketing, product, demand gen programs, digital marketing and event marketing.

 

QUALIFICATIONS AND EDUCATION

Use this section to specify the minimum years of experience required, skills, abilities, and education for the position.

•              A passionate and positive, can-do attitude

•              Strong track record of building and leading high-performance marketing team

•              Perfect combination of creative thinking and high execution ability

•              Knowledge and experience with attractive and modern integrated marketing programs in travel or lifestyle industry, cruise preferred.

•              Solid understanding of consumer insights, data, analysis, being a highly analytical and metrics-driven leader

•              Player-coach attitude required- must be enthusiastic about developing the plan, but also doing the work to drive results

•              Excellent command of visual taste

•              Global vision  

•              At least 8 years of relevant marketing experienced in region.

•              Equivalent bachelor degree, MBA or advanced degree a plus.

•              Great command of writing, presenting in both English and Chinese

•              Natural fascination with AI and obsessed with looking for opportunities to improve how we operate today.