AVP, Media & Measurement

About the role

The role leads the Media & Measurement function for Carnival Cruise Line and is responsible for establishing the strategies, frameworks, and capabilities that drive audience development, media effectiveness, marketing measurement, and investment optimization across the organization.

Responsibilities

• Lead the strategy, robust build out, and on-going delivery of the newly created marketing measurement approach for CCL’s marketing spend.
• Drive the optimal efficacy of investment, balancing the need to meet ROAS and incremental revenue goals while implementing never-been-done-before innovations and programs.
• Steer the impact of our marketing initiatives so that informed decisions can be made regarding future strategies and return on investment.
• Lead the team that utilizes best practices and leverages the latest in marketing science and associated tools and platforms to manage media spend strategically.
• Lead communications planning and media buying strategy across all paid channels including television, radio, print, out-of-home, digital, social, and mobile media.
• Manage media agency partner teams to ensure that strategies and plans deliver against business objectives and create impact in the marketplace.
• Leverage insights, learnings, and modeling to help determine the right channel mix.
• Leverage data tactics across channels to further bolster the data-informed portions of our plans with personalized messaging served during the right mindset.
• Lead the strategic customer segmentation and audience plan, the marketing media planning, buying, partnerships (branded content), negotiations, execution, reporting and optimization of our paid media and SEO.
• Lead team that identifies, and understands our customer segments, to size and attract the right combination of customers for today and to generate growth for tomorrow, with a focus on potential future cruise customers.
• Build a rich picture of these customer segments, with an understanding of them as a mindset (demographics, psychographics, attitudes, and behaviors to drive better performance).
• Collaborate with all key partners and stakeholders across brand and product marketing, CRM, .com, Casino, customer insights, social, data and analytics team and agency partners to help to define the standard for effective cross-functional collaboration.
• Partner with internal and external stakeholders to author and present best practices, POVs, and strategic planning guidelines.
• Collaborate in the creation of a pipeline of new ideas and methods of marketing including test and learn plans and analyzing relative ROI possibilities.
• Present findings and recommendations to leadership and key executives.
• Manage US media budgets, including all operational, fiscal and investment ROI and evaluation responsibilities.

Requirements

• Bachelor's Degree in Marketing, Business, or related field.
• Proficiency in data visualization tools such as Tableau, in data analytics tools such as SAS, SQL, and in program coding such as Python.
• 15+ years of progressive experience and leadership in the Media and Communications segment with deep functional leadership experience in relevant media areas and integrated marketing communications.
• Experience in having demonstrated a propensity to challenge organizations to accelerate investment in both new and traditional pioneering media properties and programs.
• Deep understanding of audience, measurement, programmatic buying, and media technology platforms.
• Sound understanding of performance digital marketing and full-funnel execution.
• Executive communication and presentation skills.