This role is hybrid, based in Weybridge, UK.
Journey with us!
Combine your career goals and sense of adventure by joining our exciting team!
Celebrity Cruises, part of Royal Caribbean Group, is pleased to offer a competitive compensation & benefits package, and excellent career development opportunities, each offering unique ways to explore the world.
Summary & Key Responsibilities
The Senior PR & Communications Manager position is a key role in the organisation, leading the PR strategy for the EMEA markets and working closely as part of the global PR team to influence the global strategy.
Charged with directing, leading and executing the strategy to secure maximum positive brand exposure of key messages for the Celebrity Cruises brand, products and initiatives across target media (consumer, travel and trade press across all channels) for UK, Ireland, Continental Europe, Middle East, and Africa.
This is a high-profile role that touches all areas of the business and will work closely with Senior Leadership, Revenue and Head of Sales and Marketing to drive successful development and implementation of campaigns within each market.
You will be required to drive and protect strong trade media relations whilst breaking out of the category to create media engagement in the broader consumer environment.
The primary goal is to leverage brand news and drive activities that will generate both awareness and consideration in affluent holidaymakers who are new to the brand, as well as raising brand awareness amongst a new to cruise audience.
The Senior PR & Communications Manager is expected to be a leader, driving the EMEA strategy and decision maker on important communications strategies and challenges involving the brand. You will have significant discretion in personnel matters, budgeting, and agency direction for the brand, and will be accountable for delivery of global campaigns and projects in EMEA.
Essential Duties and Responsibilities
Strategy
* Work in collaboration with the Senior Director of PR to drive the EMEA PR strategy
* Responsible for the strategy and implementation of generating strong media exposure whilst also shifting longer term brand measures and growth of key consumer segments and channels (direct)
* Maintain focus across our strong trade channel to drive engagement with the travel agent audience and continue to support trade targets
Planning
* Ensure PR activity is well integrated into broader marketing channels and collaborate with the wider business and Miami
* Ensure there is regular evaluation of all communications activity
* Exploit rapidly emerging trends in media and consumer behaviour amongst our target audiences
* Develop and own monthly activity plans to deliver results across all sectors of the media and ensure on-going coverage
Execution
* Be responsible for all PR channels - editorial, influencer, media events, ship launches
* Ensure PR and communications (out of Miami) are translated and exploited where appropriate to generate efficiency and brand consistency
* Develop and maintain strong media relations (consumer, trade, cruise specialists and broadcast relationships)
* Instil effective press office management and initiate evaluation of press coverage
* Manage an effective thought leadership strategy for key representatives within the organisation including keynote addresses, industry panels and speaker events
* Foster relationships at all levels of the business as well as with key external industry organisations i.e. CLIA, ABTA etc
* Create and lead compelling PR campaigns that align with Celebrity's product strategy, particularly amongst new to brand and yet to cruise audiences
* Work with the US influencer manager and deliver an impactful influencer strategy across UK & Ireland
* Deliver a successful programme of media engagement throughout the year, through events, ship visits and press trips
* Own all broadcast PR for the EMEA region, particularly around ship launches and major business news
* Plan news announcements, including internal implications developments that will be reported in the media
* Work alongside the Corporate Communications team both locally and in Miami and the Global PR team to maintain and implement, when necessary, an effective Crisis Management Programme
People
* Responsible for the management, motivation and personal development of the team including an ongoing programme of mentoring and skills development, the setting of objectives and regular appraisals
* Management of all relevant agencies to lead and execute the PR strategy
Financial
* Effectively manage the PR budget of circa $1.2M along with detailed forecasting and monthly balancing
* Prudently manage expenditures on large projects
* Evaluate best and most efficient use of direct reports and outside resources/vendors on significant projects
What we'd love you to have:
Skills and qualifications
* Extensive PR experience ideally in the travel industry
* Bachelors degree in Communications or similar field preferred
* Excellent PR skills built and developed in a travel or customer service business environment with experience in digital channels
* Strong agency management and some event planning experience
* Ideally experience of working both in-house and within a PR agency handling proactive and reactive press office function
* Matrix and multi-national organisation experience preferred
* Demonstrated success in planning and implementing integrated PR campaigns with a proven impact on the bottom line
* High media consumption and enjoyment of news
* Experience of a fast-paced environment and good sense of humour
* Innovative, with excellent writing skills and strong sense of creativity
* Flexible on working hours and travel - Up to 25%, domestic and international
It is the policy of the Company to ensure equal employment and promotion opportunity to qualified candidates without discrimination or harassment on the basis of race, colour, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. RCL and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.
We know there's a lot to consider. As you go through the application process, our recruiters will be glad to provide guidance. Thank you again for your interest in Royal Caribbean Group. We'll hope to see you onboard soon!
#LI-ST1
