Analyst, Digital Strategy

Royal Caribbean Cruises Ltd•Miami, FL

1d•Onsite

About The Position

Responsible for developing plans associated with the performance of our B2B eCommerce engine and the growth/retention of Automation (sales and service) across all segments (Individual and Group distribution – Espresso, API, and External Tools) and digital platform (CruisingPower.com) to create awareness, improve conversion, generate interest, and drive demand/engagement. This individual is also responsible for using Sales, Trade Support and Service, and customer insights data to target trade segments and identify opportunities to influence distribution, deployment, and retention. This individual will compile and analyze quantitative and qualitative data to make recommendations for distribution expansion, deployment initiatives, product positioning, product optimization, call deflection and agent acquisition/retention. Working across the organization (Sales, Marketing, Revenue, Trade Support and Service and Global Offices) to establish a process and develop integrated sales, training and marketing plans for products, and distribution. Collaborates with the Manager of Automation Growth to manage the conception, development, implementation, and operation of trade brand compliance across all sales channels for Royal Caribbean International, Celebrity Cruises and Silversea. Resolves copyright, cybersquatting, and trademark infringements. The overall goal managed by this position is the development and implementation of business plans, tools, reports, analysis, and procedures to grow automation, unlock new revenue opportunities and drive operational efficiencies.

Requirements

Bachelor’s degree in marketing or related field. Approximate 2-3 years progressive experience in Marketing or related field. Travel category experience a plus
Minimum 3-5 years’ experience in a professional and analytical role and 2 years’ experience in a comparable Internet-driven or technology development environment or industry are required (or the equivalent combination of education and experience).
Strong project management skills required.
Strong business and analytical acumen.
Proven skills in financial analysis.
Familiarity with eCommerce distribution models highly desirable.
Must possess excellent written and verbal communication and negotiating skills.
Must be a highly organized self-starter able to manage multiple concurrent work streams, producing high quality deliverables while working with minimum supervision.
Web experience required.
Occasional travel required.
Ability to present plans and ideas to all levels of employees and management.
Ability to lead management group in brainstorming frameworks for strategic initiatives.
Detailed and excellent knowledge of computers, Internet access, and the ability to navigate within a variety of software packages including Excel, Word, or related programs.
Experience with Power BI, DAX, SAS, Python, SQL and other related software programs.
Knowledgeable on operational web tools (Jira, Slack).
Must have the ability to prioritize and manage multiple responsibilities successfully.
Ability to work in a complex, matrix environment where priorities change rapidly, and tight deadlines exist is required.
Ability to negotiate successfully and resolve conflict.
Must be organized and self-motivated, adaptable to constant change and have a strategic and creative mindset.
Strong analytical skills.
Ability to collaborate on strategies and craft tactical solutions to achieve strategic goals.
Ability to document or describe strategy and tactics, implementation plans, metrics, success factors and contingency plans is required.
Ability to propose metrics for measuring effectiveness of tactics and be able to understand and relate data in way that will provide useful information for assessing and enhancing product offerings.
Knowledge of the sales process, distribution channels, pricing, and strategies.
Understanding of research information and performance metrics in relation to customer trends, behavior, and preferences as well as customer needs and expectations for use in determining strategy.
Knowledge of revenue performance management and metrics and corporate revenue expectations.
Knowledge of Royal Caribbean Cruises Ltd. products, services, and capabilities relative to competitors.
Ability to assemble and lead cross-functional teams to develop and achieve automation and revenue maximization strategies that include input and buy-in from all stakeholders.
Ability to analyze corporate data, research, and analysis to make recommendations for product strategy and success.
Exhibit ability to interact with all departments and levels of management throughout organization and with external customers and companies.
Effective internal and external communication skills for development of comprehensive and impactful communication strategy.

Responsibilities

Develops and sets corporate Automation and eCommerce targets, revenue generating and cost savings tactics.
Strategic Product Programs: Works hand in hand with Sales, Training, Trade Support and Service and Revenue Management on robust product game plans that include strategies, initiatives, timeline, and key metrics to monitor results. Establish process within Sales (Sales Managers and Directors) and works with the Manager of Automation Growth to hold sales channels accountable for delivering to the plan.
Product Positioning: Develop new and repackage existing product messaging to help drive higher automation, web performance (visits, page views, engagement, retention, conversion), APDs, and GTR.
Annual Sales Program Calendar: Develop and maintain integrated sales program calendar that tracks promotional initiatives, messaging, impressions and spend to drive demand and achieve automation and web targets/forecast.
Work with Sales and Trade Support and Service to provide booking and service trends that will inform the business plan and assist the Automation Specialist target accounts that have the potential to grow (sales and service).
Analyze customer data to drive strategy and create reports/presentations highlighting relevant and differentiating key selling points for internal and external use.
Deployment Strategy: Provide sales and trade insight to influence strategic distribution decisions to optimize channels that agents will adopt.
Collaborate across all Sales channels to develop an integrated product plan to increase automation at higher yields across all regions, territories, and segments (Individual and Group distribution).
Assist the Manager of Automation Growth in developing an integrated plan, tracking and data insights to reduce the number of service intents performed by the call centers for online bookings.
Packaging: Assist the Manager of Automation Growth in developing strategic sales and marketing plans to position and increase awareness and demand for Espresso, API and CruisingPower.com.
Marketing Plan: Assist the Manager of Automation Growth in developing strategic sales and marketing plans to meet or exceed automation targets. Collaborate with Sales, Trade Support and Service and Revenue to project manage strategic plan deliverables for each channel. Provide activities update and results of marketing plan to leadership team. Includes being the voice of the customer.
Constantly monitor URL's, agencies, third parties or others that are using our trademarked names and manage outside vendors/tools that may be contracted for this purpose.
Coordinate with appropriate sources to resolve copyright and trademark infringements. Design, develop, implement, and disseminate to appropriate RCL departments reports of activities and resolutions.
Travel Agent Guidelines investigation, follow up and communication. Design and implement a plan to monitor and enforce online advertising and internet guidelines.
Rebate Policy investigation, follow up and communication. Design and implement a robust plan to monitor and perform secret shopping, as well as monitor websites and other types of communication.
Design, Develop and maintain a database of travel agency rebate policy complaints, track incidents, analyze data to better understand behavior patterns, capture communications with the travel agencies and actions taken.
Assist the Manager of Automation Growth with the annual business planning process; development of annual department Capital Plan, strategies, and initiatives to support sales objectives as directed by the Senior Vice President.
Responsible for working with the Manager of Automation Growth and Automation Specialist to achieve corporate automation growth targets (1% - 2% year-over-year growth) across all distribution channels including the trade website CruisingPower.com and business segments for Espresso, API and External Booking Tools (individual and group distribution) as well as revenue generating and cost savings initiatives to reduce guest acquisition/cost of sale.