Sr. Manager, Media and Demand Generation

Royal Caribbean Group · Australia

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OVERVIEW OF ROLE

The Senior Manager, Marketing APAC is responsible for leading the regionalization and execution of consumer, brand and regional marketing initiatives across Asia Pacific for Silversea.

Reporting to the Managing Director APAC and AVP Marketing, the role is accountable for the successful implementation of regional marketing plans that drive brand awareness, guest acquisition, loyalty engagement and market activation across Asia and Australia/New Zealand.

The role serves as the primary local marketing lead for the Silversea brand in APAC, ensuring global marketing strategies are effectively localized and executed within regional markets while maintaining alignment with global brand standards.

The position works closely with regional Sales, Commercial, Revenue Management and Global Marketing teams to maximize marketing effectiveness, improve campaign performance and support long-term business growth.

This role is part of the APAC Silversea Leadership team and is expected to represent the company and the marketing function accordingly.

KEY RESPONSIBILITIES

MARKETING STRATEGY & PLANNING

• Develop and execute annual APAC marketing plans (spanning AUNZ and Asia markets) aligned to commercial priorities and global marketing objectives.
• Support effective allocation of marketing investment and ROI measurement.
• Translate global marketing initiatives into relevant and effective regional programs and campaigns.
• Provide market intelligence, customer insights and competitive analysis to influence global marketing strategies.
• Provide recommendations on marketing priorities, resource allocation and activity planning.
• Advocate for APAC market needs and identify growth opportunities and emerging trends.
• Partner with regional leadership teams to align marketing priorities with commercial objectives. Act as a trusted advisor to commercial leaders through marketing insights and recommendations.
• Leverage centralized marketing capabilities, content, technology and analytics to maximize efficiency and effectiveness.
• Collaborate closely with regional Commercial Planning, Revenue Management and Sales teams to ensure marketing efforts support key business objectives.
• Monitor campaign effectiveness and recommend optimizations to improve ROI and business outcomes.
• Manage regional agencies and partner relationships where local support is required.

CONSUMER & BRAND MARKETING

• Lead all consumer and brand marketing activities across Australia, New Zealand and Asia.
• Ensure all regional marketing activity aligns with Silversea's premium luxury brand positioning.
• Develop and execute tactical and strategic campaigns focused on guest acquisition and lead generation.
• Drive awareness and preference for the Silversea brand through integrated marketing programs.
• Manage local adaptation and execution of global campaigns.
• Oversee brand assets, messaging and marketing materials to ensure consistency across all markets.
• Identify opportunities for local partnerships, events and initiatives that enhance brand presence.

LOYALTY & CUSTOMER ENGAGEMENT

• Support regional loyalty marketing initiatives and programs for Venetian Society members.
• Develop and execute engagement activities that strengthen customer retention and repeat purchase.
• Identify opportunities to enhance guest experience through relevant marketing communications and programs.

CAMPAIGN EXECUTION & PERFORMANCE

• Manage the implementation of integrated marketing campaigns across paid, earned and owned channels.
• Work with internal stakeholders and external agencies to ensure campaigns are delivered on time and within budget.
• Ensure campaign measurement frameworks are established and maintained.
• Monitor performance against agreed KPIs and provide regular reporting and insights.
• Utilize data, analytics and customer insights to continuously improve marketing effectiveness.

STAKEHOLDER & AGENCY MANAGEMENT

• Build effective relationships with Global Marketing teams and regional stakeholders.
• Act as the primary APAC marketing contact for Silversea global initiatives.
• Manage regional agency relationships including creative, media, PR and production partners.
• Ensure external agencies deliver agreed outcomes, budgets and performance objectives.
• Collaborate with Sales teams on joint market activation initiatives while maintaining clear ownership boundaries.

PAID MEDIA & PERFORMANCE MARKETING

• Develop and lead the regional paid media strategy across APAC, ensuring alignment with commercial objectives, audience priorities and brand positioning.
• Manage media investment across digital and traditional channels including search, social, display, video, programmatic, print, partnership and other relevant media opportunities.
• Partner with Global Marketing and regional stakeholders to localize and optimize media plans for Australia, New Zealand and Asia markets.
• Oversee media agency relationships, ensuring strategic planning, effective execution, performance optimization and accountability against agreed KPIs.
• Establish audience targeting, segmentation and customer acquisition strategies to maximize awareness, lead generation and conversion.
• Monitor campaign performance across all paid channels and implement data-driven optimizations to improve efficiency, effectiveness and return on investment.
• Leverage analytics, attribution models and customer insights to evaluate media effectiveness and inform future investment decisions.
• Develop performance reporting frameworks and provide regular insights and recommendations to regional and global stakeholders.
• Identify and test new channels, technologies and media opportunities to drive innovation and support business growth.
• Ensure paid media activities comply with brand guidelines, legal requirements and market-specific regulations.

PEOPLE LEADERSHIP

• Lead, develop and mentor the regional marketing team.
• Create a high-performance culture focused on accountability, collaboration and innovation.
• Conduct regular coaching, performance reviews and development planning.
• Encourage continuous learning and sharing of marketing best practices across the region.
• Foster strong collaboration between marketing, sales and commercial teams.

FINANCIAL MANAGEMENT

• Manage assigned marketing budgets in accordance with company policies and approval frameworks.
• Monitor expenditure, forecasting and budget performance.
• Ensure efficient allocation of marketing investment to support commercial objectives.
• Deliver maximum ROI from consumer and regional marketing activities.

This role is not responsible for trade marketing strategy, co-op investment decisions or trade channel budget management, which reside within the Sales organization

KEY PERFORMANCE INDICATORS

1. Delivery of annual APAC marketing plan and campaign objectives.
2. Brand awareness, engagement and customer acquisition growth.
3. Marketing-generated contribution to business performance.
4. Effective budget management and ROI achievement.
5. Successful execution of Asia market activation initiatives.
6. Employee engagement and development of direct reports.
7. Stakeholder satisfaction and cross-functional collaboration effectiveness.

QUALIFICATIONS AND EDUCATION

Education

• Bachelor's Degree in Marketing, Business, Communications or related discipline preferred.

Experience

• Minimum 8+ years marketing experience, including significant experience leading multi-channel marketing campaigns.
• Minimum 3-5 years people leadership experience.
• Experience within luxury travel, hospitality, tourism or premium consumer brands preferred.
• Experience managing regional or multi-market marketing programs desirable.

Knowledge, Skills & Capabilities

• Strong understanding of brand and consumer marketing principles.
• Excellent campaign planning and execution capabilities.
• Proven ability to translate strategy into effective market activation.
• Strong analytical and commercial acumen.
• Experience managing marketing budgets and agency partnerships.
• Effective stakeholder management and influencing skills.
• Strong presentation, communication and leadership capabilities.
• Ability to operate successfully within a global matrix organization.
• Highly organized with strong project management skills.
• Self-motivated, proactive and solutions-oriented.
• Proficiency in Microsoft Office applications and marketing analytics tools.

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