Digital & CRM Manager

at  Royal Caribbean Group

COMPANY OVERVIEW:

Celebrity Cruises is one of five cruise brands owned by Royal Caribbean Group based in Miami Florida with local offices in Sydney Celebrity Cruises delivers an elevated premium holiday experience across their fleet of ships travelling to nearly 300 destinations across more than 70 countries spanning all seven continents An industry pioneer for 35+ years each Celebrity holiday offers experiences you won’t find anywhere else aboard ships which continue to shatter industry expectations with the highly anticipated Celebrity Xcel arriving Fall 2025 Celebrity Cruises has a fleet of fourteen ships sailing the Caribbean Europe Alaska Asia South America and Australia/New Zealand Since 2010 Celebrity’s Solstice Series ships have sailed the summer season in Australia and New Zealand sourcing both local and international guests to the region In 2023 Celebrity revolutionised cruising in our region as we brought Celebrity Edge Down Under for her highly anticipated inaugural season

JOB SUMMARY:

The Digital & CRM Manager is responsible for the strategy and management of the digital ecosystem for AUNZ including Celebrity Cruises web and CRM instances to drive consumer engagement conversion and revenue to achieve commercial targets Reporting to the Commercial Marketing Director and collaborating with CRM and web teams in Miami the position manages the AUNZ CRM strategy planning execution and website promotional and product updates brand content updates and digital performance The Digital & CRM Manager leads local data and user journey tracking across the digital landscape leveraging insights to optimise content and enhance digital conversion driving commercial KPIs
Working collaboratively with the marketing team to drive demand and conversion across digital channels this position is also responsible for managing the CRM Specialist responsible for email and lead generation execution In addition the position works closely with Miami to optimize online and digital performance across SEO retargeting booking engine enhancements as well as supporting key commercial and guest satisfaction drivers such as pre-cruise planner and loyalty communications
For the Trade the position acts as an advisor to the Trade Marketing team to support best-in-class execution on “The Celebrity Commitment”” web-based trade portal The Digital & CRM Manager has a thorough understanding of brand principles and works with the Brand and Campaign Manager to develop assets for web marketing needs

Some of your duties include:

• Strategic Planning – Participates in the development of an annual Marketing plan to achieve key digital metrics including direct share conversion and revenue Develops CRM planning and scheduling of AUNZ direct promotional campaigns from defined commercial priorities established by Commercial Marketing Director Revenue Management and Miami CRM team Partners with Commercial Marketing Director to ensure media mix drives required demand through digital channels
• CRM Planning & Execution - Works with the CRM Specialist and Miami team to develop and execute the CRM lifecycle plan including prospecting remarketing pre/post cruise communications and loyalty to grow brand engagement and drive incremental revenue
• Relationship Management – Partners with the Miami team on a calendar of events/actions related to digital CRM & web to optimize timely execution of market requirements Provides feedback to the Miami team on creative execution and collaborates on improvement opportunities Works with the local Commercial team to ensure pricing and promotions are accurate and timely Represents Australia/New Zealand regarding all global digital web and CRM projects
• Web Bookings and Performance Improvement – Responsible for the delivery of website bookings against commercial targets Analyzes and communicates digital performance driven by all channels providing recommendations to improve current outcomes Partners with Marketing team to drive web demand across all marketing channels under the mantra of continuous improvement
• Content Management – Ensures website and CRM cadence delivers the right content at the right time to the right audience including retail promotions aligning content to the local and global brand calendar Assists with digital tagging and tracking requirements
• Data and Booking Reporting – Takes an always-on approach to reviewing Adobe Analytics and other digital analytics platforms (across web & CRM) to help inform short and long term data-driven strategies reporting on database/visitor behaviour purchase patterns and overall performance Timely reporting of website data on user behaviour patterns booking conversion funnel cruise search and product selection to support optimisation efforts Leverages reporting to make strategic content updates and optimise user journeys to increase conversion and bookings
• Lead Generation – Responsible for lead generation strategies to meet database growth objectives Develops relationships and implements opportunities with third-party providers who can augment the local marketing database
• Digital Ecosystem Management – Works closely with Miami and Global teams to optimize online and digital performance across the digital ecosystem including SEO booking engine enhancements and key commercial and guest satisfaction drivers such as pre-cruise planner and loyalty communications Provides feedback to the local and Miami-based teams on improvement opportunities
• Revenue Performance – Contributes to revenue performance and meeting commercial KPIs including direct share guest targets and revenue Understands industry and booking trends to collaborate on growth and emerging opportunities Participates in discussions around revenue performance in Trading Meetings identifying opportunities for growth and improvement while adapting to competitor and external factors
• 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

QUALIFICATION KNOWLEDGE & SKILLS:

6+ years of CRM marketing and/or website marketing experience preferably in travel

• Understanding of web site
• CRM and digital marketing program concepts and performance

• Strong understanding of Web Analytics KPIsExperience with Adobe Analytics (preferred) or Google Analytics

• • Travel Industry experience is highly desirable
• Proven experience in working with a multi-location team
• Candidate must possess strong written and oral communication skills and be able to work effectively with all levels of personnel

• Strategic Planning – Participates in the development of an annual Marketing plan to achieve key digital metrics including direct share conversion and revenue Develops CRM planning and scheduling of AUNZ direct promotional campaigns from defined commercial priorities established by Commercial Marketing Director Revenue Management and Miami CRM team Partners with Commercial Marketing Director to ensure media mix drives required demand through digital channels
• CRM Planning & Execution - Works with the CRM Specialist and Miami team to develop and execute the CRM lifecycle plan including prospecting remarketing pre/post cruise communications and loyalty to grow brand engagement and drive incremental revenue
• Relationship Management – Partners with the Miami team on a calendar of events/actions related to digital CRM & web to optimize timely execution of market requirements Provides feedback to the Miami team on creative execution and collaborates on improvement opportunities Works with the local Commercial team to ensure pricing and promotions are accurate and timely Represents Australia/New Zealand regarding all global digital web and CRM projects
• Web Bookings and Performance Improvement – Responsible for the delivery of website bookings against commercial targets Analyzes and communicates digital performance driven by all channels providing recommendations to improve current outcomes Partners with Marketing team to drive web demand across all marketing channels under the mantra of continuous improvement
• Content Management – Ensures website and CRM cadence delivers the right content at the right time to the right audience including retail promotions aligning content to the local and global brand calendar Assists with digital tagging and tracking requirements
• Data and Booking Reporting – Takes an always-on approach to reviewing Adobe Analytics and other digital analytics platforms (across web & CRM) to help inform short and long term data-driven strategies reporting on database/visitor behaviour purchase patterns and overall performance Timely reporting of website data on user behaviour patterns booking conversion funnel cruise search and product selection to support optimisation efforts Leverages reporting to make strategic content updates and optimise user journeys to increase conversion and bookings
• Lead Generation – Responsible for lead generation strategies to meet database growth objectives Develops relationships and implements opportunities with third-party providers who can augment the local marketing database
• Digital Ecosystem Management – Works closely with Miami and Global teams to optimize online and digital performance across the digital ecosystem including SEO booking engine enhancements and key commercial and guest satisfaction drivers such as pre-cruise planner and loyalty communications Provides feedback to the local and Miami-based teams on improvement opportunities
• Revenue Performance – Contributes to revenue performance and meeting commercial KPIs including direct share guest targets and revenue Understands industry and booking trends to collaborate on growth and emerging opportunities Participates in discussions around revenue performance in Trading Meetings identifying opportunities for growth and improvement while adapting to competitor and external factors
• 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 managemen