The source for tech and startup jobs in Miami


Sign up for Refresh Miami's Jobs & Hiring Newsletter to be notified of local tech related job opportunities, career insights, and more.

Director, Consumer Marketing

Royal Caribbean Group

Royal Caribbean Group

Marketing & Communications
Miami, FL, USA
Posted on Tuesday, February 6, 2024

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.

Position Summary:

The Director, International Customer Marketing is responsible for leading the consumer marketing strategy, development, execution, and performance across international markets and marketing programs for the Royal brand. This role owns customer relations management spearheading our direct-to-consumer communications and marketing efforts globally. This role will drive strategies to support customer acquisition models, audience creation, segmentation, optimization and ultimately driving ROI. Leading our Royal guest experience, they are responsible for driving our consumer lifecycle journey through all aspects of consumer marketing including email, direct mail, lead acquisition, pre-cruise, casino marketing, retention, partnerships, and loyalty programs.

Reporting to the VP, International Marketing this role will oversee a team of highly motivated marketers, agencies, and Technology vendors to identify and deliver clear short and long-term roadmaps and opportunities for all Customer Marketing initiatives to drive the digital consumer experience to reach all Marketing, pre-cruise, Casino and OBR goals.

Essential Duties and Responsibilities:

  • Oversee planning, forecasting and development of global CRM strategy across multiple markets with cross-channel partners and local teams.
  • Own development and communication of the long-term vision, goals, and roadmap of the Customer Relationship Management strategy, execution, and optimization including pre-cruise, SMS and Casino.
  • Drive online customer acquisition, leveraging consumer data to maximize lifetime value and lead the development of strategies to grow email database, including global Casino database.
  • From strategy to execution own the processes to deliver on key KPI targets related to customer marketing engagement, list health, legal guidelines, lead acquisition, Pre-cruise commerce, SMS and Casino bookings.
  • Combine customer data and analytics, consumer insights and market research to understand areas of opportunity to develop CRM programs and leverage technology.
  • Develop the pre-cruise and Casino Marketing programs for all key International Markets to meet foundational and growth KPIs across all markets.
  • Understand local marketing laws and privacy policies as it relates to our promo strategies, SMS and database management growth into existing and new channels such as Casino. Partner with legal to ensure consumer marketing compliance laws and key international stakeholders and compliance officials are aligned.
  • Partner with Hotel Ops to develop PCP Sales cadence (implemented on cruise planner and in emails and coordinating with external agencies for QA and implementation support) as well as owning the role out of new languages and markets for all pre-cruise and myroyal cruise updates.
  • Direct and manage Lead generation & retention programs, identifying new partners, partnerships and strategies to optimize ROI and support the continuous health of the international database
  • Partner with the Cloud data partners, Email Service Provider, Direct Mail Vendor and agencies to develop automation approach, usage of AI/ML to implement A/B testing strategies to execute the short-term and long-term roadmap, identifying challenges and strategies creatively solving for them. Identify new or unique CRM/Digital data that can be used to execute a consistent and relative personalization/segmentation program.
  • Own the collaboration and partner with all Integrated Marketing groups, Revenue Management, OBR partners, Call Center and Trade to ensure holistic execution, alignment with full consumer journey, consistent and optimized brand communications and experiences.
  • Develop a cross-functional team of marketers capable of working closely with international in market resources focused on communication, operations and analysis; encouraging ideas, discussions and cross-team learning. Continually enhance and evolve the teams by defining required skills, roles and responsibilities needed to meet goals effectively
  • Regularly engage with International Leadership in the UK, Europe, Asia-Pacific and Latin America to capture feedback on local customer focus and deliver informed opinion about customer groups.


  • 10+ Years of Experience in similar roles and managing people
  • MBA Preferred
  • Proven success in managing and executing within various Marketing channels
  • Proven success in developing, retaining, and leading a high-performing team
  • Experience with working in a matrixed or multi-branded organization
  • Candidate must have a natural ability to build relationships quickly and effectively with key internal stakeholders and external agency partners with whom we can execute flawless marketing campaigns
  • Ability to be flexible to meet the needs of a dynamic market place
  • Strong communication skills (written and verbal) with peers, subordinates and senior leadership
  • Strong relationship-building skills both internally and externally

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 opportunities 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.