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VP, International Marketing

Royal Caribbean Group

Royal Caribbean Group

Marketing & Communications
Miami, FL, USA
Posted on Tuesday, June 25, 2024

The Vice President, International Marketing (RCI) reports to the Chief Marketing Officer for the Royal brand. The Vice President will closely partner with the international stakeholders within the brand. Below you will find some responsibilities for the role:


  • Oversee the planning, development, and execution of International marketing strategy

  • Lead all aspects of Royal’s international marketing initiatives, including brand marketing and positioning, campaign marketing, digital marketing, brand partnerships, integrated marketing strategies and programs

  • Develops the strategic direction, planning and leads overall execution of all paid media with a continued focus around optimizing ROI to attract new and existing customers

  • Effectively develop marketing strategy and plan that includes demand generation, brand, product marketing, customer marketing, content marketing, and other necessary activities

  • Own International customer database management, growth, data privacy adherence across all markets and International loyalty marketing

  • Create a clear marketing, brand, and messaging strategy and activate across international markets

  • Build, maintain, and push the company brand, including messaging, tone, design to drive heightened awareness and brand loyalty

  • Drive a fully unified product marketing strategy, including global Go-to-market new product execution

  • Serve as a critical member of the International executive team and align with local leadership on strategic priorities for growth

  • Drive Royal Caribbean International digital marketing positioning (website, crm, seo, sem, social, online video, emerging media and digital campaigns)

  • Leverage analytics to make data driven decisions that support the brand, positioning, and strategic growth initiatives

  • Develop, coach, and grow the marketing team to create alignment, set priorities, instill a culture of continuous improvement, and provide career development

  • Establish clear KPIs and processes for reporting on the effectiveness of marketing efforts and own the marketing budget

  • Partner closely with Trade Marketing, Product and Go-To-Market teams to ensure brand alignment across international markets

  • Develop and implement product and campaign focus strategies to grow international cruise demand and Pre-Cruise Commerce

  • Lead International promotional planning to give strategic direction for the global promotional calendar across international markets.

  • Direct forecasting and sourcing targets to support the growth of direct share by identifying areas of opportunities within the international markets to increase direct demand


  • 15yrs+ marketing leadership experience.
  • 10 yrs.+ experience managing digital marketing and web development teams. Travel industry preferred.
  • Bachelor’s degree required; Master’s degree preferred.
  • Proven Senior Leader focused on team engagement and employee development.
  • Strong analytical skills and ability to analyze products, competitors and international market dynamics.
  • History of delivering high ROI while driving marketing expansion through demand generation
  • Gathers actionable customer insights to drive future marketing strategies
  • Strong financial acumen and analytical skills
  • Demonstrated strength in communication and influencing skills; not only written and verbal, but also in the engagement of internal and external business partners
  • Transformational leadership experience
  • Proven business planning and P&L management experience
  • Strong understanding of digital technologies and best practices, including those related to digital marketing and eCommerce operations
  • Strong understanding and/or exposure to the marketing technology landscape DSPs, DMPs, CMS, analytics & marketing automation platforms, mobile, and social
  • Fluency with analytics, attribution and measurement systems. Including but not limited to:
    • Google Analytics
    • MOAT/IAS/Double Verify
    • Experience working with attribution partners
    • MTA: VIQ, Neustera
  • Aptitude for problem solving/quick learning
  • Strong organization skills and the ability to prioritize
  • Flexibility to work outside normal hours
  • Travel industry digital marketing experience preferred
  • Good understanding of marketing principles
  • Ability to operate in cross-functional global environment