Senior Manager, Brand Content

Carnival Corporation•Seattle, WA

4h•Onsite

About The Position

The Senior Brand Content Manager at Holland America Line is responsible for designing, scaling, and activating the brand’s content systems to ensure cohesive, consistent, and high‑impact storytelling across guest touchpoints. This role translates brand narrative and long‑term strategic priorities into repeatable, insight‑driven content frameworks that can be efficiently activated across social media, onboard experiences, sales enablement, integrated campaigns, and partnerships. The Senior Brand Content Manager owns the development and evolution of core brand content architecture and ownable brand IP, establishing standards that guide how stories are structured, reused, and optimized over time. Working closely with Creative Services, Integrated Marketing, PR, Social, Partnerships, and agency partners, this role ensures content systems are effectively activated and aligned to brand and business objectives. The position plays a critical role in identifying gaps, inefficiencies, or risks in brand storytelling execution and resolving them independently. This role also champions the use of emerging technologies, including AI, to improve scalability, accelerate production, and enhance storytelling effectiveness. The ideal candidate brings deep expertise in brand storytelling and content systems, along with strong judgment and the ability to operate confidently in ambiguity. Success in this role enables teams to execute brand storytelling more consistently, efficiently, and at a higher standard across the organization.

Requirements

Bachelor’s degree in Marketing, Communications, Business, or a related field, or equivalent professional experience.
Minimum of 8 years of professional experience in brand content, storytelling, marketing, media, or related disciplines within a consumer‑facing organization.
Demonstrated experience working in a matrixed organizational environment with multiple stakeholders.
Proven ability to operate independently with accountability for outcomes and decision‑making.
Familiarity with workplace policies, procedures, and professional standards applicable to a corporate environment.
Working knowledge of collaboration tools and platforms used to manage cross‑functional work and agency relationships.
Demonstrated experience designing, implementing, or operationalizing brand content frameworks or systems that scale across multiple channels and touchpoints.
Proven experience translating strategic brand direction into structured, actionable approaches that enable consistent execution.
Experience partnering closely with cross‑functional teams such as Creative, Integrated Marketing, Social, Public Relations, and commercial or operational teams.
Demonstrated ability to manage complex initiatives involving competing priorities, ambiguity, and interdependencies.
Experience using data, insights, or performance indicators to inform decisions and optimize outcomes.
Proven capability to identify inefficiencies or gaps and implement practical, sustainable solutions.
Experience managing or influencing external partners, vendors, or agencies to deliver work aligned with brand and business objectives.
Demonstrated people leadership experience, including coaching, prioritization, and performance support for direct reports or project team members.

Responsibilities

Own the design, documentation, and ongoing evolution of Holland America Line’s brand content systems to enable consistent storytelling at scale. Translate high‑level brand strategy into structured, reusable content frameworks that guide how stories are built, deployed, and refreshed over time. Define and maintain standards for narrative structure, tone, modularity, and reuse channels and guest touchpoints. Establish clear criteria for what constitutes ownable brand IP versus campaign‑specific or one‑off content. Ensure content systems are adaptable across regions, platforms, and formats while preserving brand integrity. Integrate measurement frameworks that allow teams to evaluate effectiveness and inform iteration. Proactively identify opportunities to simplify, streamline, or strengthen existing content structures. Partner with Brand leadership to ensure systems remain aligned with evolving enterprise priorities. Champion the thoughtful integration of emerging technologies, including AI, to improve scalability and longevity of brand content systems.
Lead the activation of brand content systems across social media, onboard experiences, sales enablement, and integrated marketing campaigns. Partner closely with Creative Services, Integrated Marketing, PR, Social, Itinerary Planning, Revenue Operations, and agency teams to translate frameworks into executable plans. Guide execution from concept through delivery, ensuring work aligns with established standards, timelines, and performance expectations. Provide clarity and direction to teams operating within shared or matrixed ownership models. Anticipate executional risks, resource constraints, or misalignment and resolve them independently to maintain momentum. Ensure deliverables remain true to brand intent while accommodating operational realities. Leverage performance insights to refine activation approaches and improve impact. Balance near‑term execution needs with long‑term system integrity. Enable teams to execute efficiently without requiring constant oversight or rework.
Translate approved partnerships into cohesive brand storytelling that reinforces core narratives rather than functioning as standalone executions. Shape partnership activations into integrated experiences across marketing, onboard, and experiential touchpoints. Provide strategic guidance on how partners are incorporated into brand stories while protecting brand equity and guest trust. Own content planning, timelines, asset requirements, and approval processes related to partnership storytelling. Collaborate with internal stakeholders and external partners to ensure alignment on objectives, roles, and deliverables. Evaluate partnership content performance and identify opportunities to enhance storytelling depth and resonance. Ensure partnership content ladders up to broader brand systems and priorities. Address gaps or risks in partnership execution proactively. Enable consistent, high‑quality partnership storytelling without increasing operational complexity.
Provide strategic oversight for organic social media as a distribution and amplification channel for brand storytelling. Ensure brand content systems translate effectively to platform‑specific formats while maintaining narrative consistency. Guide how social content supports larger storytelling initiatives rather than operating independently. Review performance trends, audience insights, and platform dynamics to inform iteration and planning. Identify opportunities to test emerging formats, tools, or AI‑enabled capabilities to expand reach and engagement. Translate insights into clear recommendations that improve future content effectiveness. Partner with Social and Creative teams to align priorities and execution. Maintain a focus on quality, relevance, and brand voice across platforms. Support scalable social storytelling without assuming day‑to‑day channel ownership.
Operate as a trusted advisor within the brand organization, providing clarity, structure, and direction across complex initiatives. Identify inefficiencies, duplication, or gaps in how brand storytelling is executed and implement practical solutions. Apply sound judgment to balance creative ambition, performance goals, and available resources. Influence cross‑functional stakeholders through clear rationale, data‑informed recommendations, and executive‑ready communication. Support budget, vendor, and tool considerations related to content systems and activation. Guide teams through ambiguity by establishing priorities and decision frameworks. Model accountability, professionalism, and collaboration in all interactions. Encourage experimentation and continuous improvement while maintaining brand standards. Strengthen organizational capability by enabling others to execute brand storytelling more effectively.