Manager, Brand and Product Marketing
Royal Caribbean Group · Shanghai, VA · 1 mo ago
MarketingFull-time
We need to output HTML fragment with sections: About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule. Only include sections that have real specific content. We must not repeat job title. Must not include boilerplate like EEO, application instructions, etc. Must preserve all substantive info.
We need to parse the posting.
Let's extract sections:
- About the role: The first paragraph(s) describing the company and role summary. The posting starts with "Journey with us! Combine your career goals and sense of adventure..." then description of company, then "Royal Caribbean Group’s OBR Team has an exciting career opportunity for a full time Manager, Brand and Product Marketing, reporting to Director, Onboard Revenue." Then "Position Summary" paragraph. So we can put that under About the role.
- Responsibilities: The "Essential Duties And Responsibilities" list. Many bullet points. We'll need to convert to
- .
- Requirements: Likely the "Education, Experience, Knowledge & Skills" section. That includes minimum 8 years experience, bachelor's preferred, etc. Also includes "Strong understanding to cruise or outbound travel related industry is preferred". Also includes "Financial/Quantitive Responsibilities" which seems like specific responsibilities about budgeting etc. That could be part of Responsibilities or maybe a separate section like "Financial Responsibilities". But we only have allowed headings: About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule. We can put financial responsibilities under Responsibilities (since they are duties). Or maybe under Requirements? Better to put under Responsibilities as they are duties.
- Qualifications: Could be overlapping with Requirements. The posting includes "Education, Experience, Knowledge & Skills". That's basically qualifications. We could treat that as Requirements. Also there is a separate "Strong strategic thinking..." etc. That's skills. We'll need to split into Requirements (education/experience) and Skills (competencies). Qualifications maybe similar to Requirements. But we need to avoid duplication. Let's decide:
Section "Requirements": education, experience, preferred background.
Section "Skills": list of skills like strategic thinking, business sense, leadership, project management, creative ability, digital/e-commerce experience, agency relationships, growth mindset, written communication, presentation, English, ability under pressure, people management, etc.
Section "Qualifications": maybe we can include "Financial/Quantitative Responsibilities" as qualifications? But those are duties. Could also include "Strong understanding to cruise or outbound travel related industry is preferred" as qualification. But we already have that in Requirements. Might be better to put that under Requirements.
We need to avoid empty sections. Benefits, Pay, Schedule: The posting mentions "competitive compensation and benefits package" but no specifics. It says "We are proud to offer a competitive compensation and benefits package, and excellent career development opportunities". That's vague; not specific details. According to rule: never create Pay/Schedule/Benefits sections unless the posting actually states them. It does mention competitive compensation and benefits package but no specifics. Is that enough? The rule says: never create Pay/Schedule/Benefits sections unless the posting actually states them. It does state "competitive compensation and benefits package". That is a statement, albeit vague. Should we include? The instruction: "never create Pay/Schedule/Benefits sections unless the posting actually states them." It does state them, albeit generic. I'd include a Benefits section with that sentence. Pay and Schedule not mentioned, so omit.
Thus we will have sections: About the role, Responsibilities, Requirements, Skills, Benefits.
We must not include Qualifications if we already have Requirements and Skills; but we could include Qualifications if there is distinct content. The posting includes "Education, Experience, Knowledge & Skills" which is a mix. We could treat that as Requirements (education/experience) and Skills (the list). So we can omit Qualifications.
Now we need to extract precise content, preserving all substantive info, not inventing or summarizing away detail. Must not omit any substantive info. That's tough: we need to keep all details from the posting, but we can reformat into HTML. Must not lose any info. So we need to include all sentences from the posting that are substantive, except boilerplate (cookie/navigation/legal/EEO/equal-opportunity/scam-warning, duplicated lines, application instructions). Also we must remove duplicated lines. We need to identify duplicates: The posting repeats some phrases like "We are proud to offer a competitive compensation and benefits package, and excellent career development opportunities, each offering unique ways to explore the world." and later "We are proud to be the vacation-industry leader..." etc. Not duplicates exactly but similar. We'll keep them unless they are exact duplicates.
We need to strip out the EEO statement at the end: "It is the policy of the Company..." etc. Also remove the line: "We know there's a lot to consider. As you go through the application process, our recruiters will be glad to provide guidance, and more relevant details to answer any additional questions. Thank you again for your interest in Royal Caribbean Group. We'll hope to see you onboard soon!" That's application instructions/boilerplate; remove.
Also remove: "This job description in no way states or implies that these are the only duties to be performed by the employee occupying this position. Employees will be required to perform any other job-related duties assigned by their supervisor or management." That's boilerplate; remove.
Also remove: "How Has The Job Changed/Grown ..."? That seems substantive about how role changed; keep.
Also remove: "IP partnerships, themed rooms, celebrational add ons will all form part of their exciting remit." That's substantive.
Now we need to structure.
Let's extract the About the role content:
From start: "Journey with us! Combine your career goals and sense of adventure by joining our incredible team of employees at Royal Caribbean Group. We are proud to offer a competitive compensation and benefits package, and excellent career development opportunities, each offering unique ways to explore the world. We are proud to be the vacation-industry leader with global brands — including Royal Caribbean International, Celebrity Cruises and Silversea Cruises — the most innovative fleet and private destinations, and the best people. Together, we are dedicated to turning the vacation of a lifetime into a lifetime of vacations for our guests. Royal Caribbean Group’s OBR Team has an exciting career opportunity for a full time Manager, Brand and Product Marketing, reporting to Director, Onboard Revenue."
Then "Position Summary" paragraph: "The leader of both onboard marketing and destination marketing to our guests, who will need to design the strategy for the pre-cruise and on-board communication to drive both the revenue through PCP & onboard, and the guest experience, and work with the cross function as well as shipboard team to land the strategy through related touch points, promotions and activities. The role also leads major OBR marketing workstreams across shore excursion shoots, onboard product shoots, entertainment, seasonal festival activations and new product launches, ensuring campaigns are planned, produced and launched effectively across guest touchpoints. This leader will be laser focused on ensuring we’re set for success in the Onboard Revenue agenda. They’ll work to support the Onboard Revenue Director and their onboard peer set to ensure we have the right products, marketed effectively across all distribution channels. A large part of the role will be destination development focused - reappraising how we market Shore Excursions and coming up with the assets to drive penetration in this area. We need to step change PCP engagement across both global and local platforms and this leader will play a pivotal role in making the customer journey an enticing one. This requires a base knowledge of e-commerce and close collaboration with digital teams across social, CRM, website development, PCP promotions, landing pages, product imagery and product copy. This role also owns all shoreside driven shipboard events from CNY to Christmas and everything in between and will own the creation of a themed calendar that we can utilize to motivate and create difference for the trade as well as our direct guests. IP partnerships, themed rooms, celebrational add ons will all form part of their exciting remit. The role is accountable for turning these moments into clear creative concepts, operationally feasible plans, onboard installations and go-to-market materials. The role collaborates with internal partners – operations, shipboard, onboard revenue to align and implement initiatives and strategies, driving awareness and demand for onboard product offerings. Work with MKT team to get enough resource and opportunity to enhance OBR and guest experience, and work closely with Miami OBM team to ensure the fleet standard is applied with local insights. The role needs to lead the team to develop multi-channel strategies of onboard media channel, oversee creative and assets development, drive on board revenue, and enhance guest experience by providing right branded message. It also requires strong coordination with DCD, Central Marketing, Revenue, Product, Hotel Operations, finance, legal, agencies, vendors and tourism partners to deliver effective assets, approvals, production, launch plans and ongoing optimization."
That is a long paragraph; we can keep as
. Now Responsibilities: The "Essential Duties And Responsibilities" list. Let's extract each bullet: - Understand the insight of our guests and the business needs. - Look for the issues and opportunities from pre-cruise to on-board and helps to drive OBR optimize the consumer experience. - Design the strategy and align with the key stake holders and cross-function partners. - Implement initiatives and strategies through all integrated onboard communications channels to generate, increase, and drive awareness and demand of existing or new onboard offerings. - Make sure the on-board communication and visual follow the brand guidelines and represent our brand image. - Maintains a rigorous calendar of all deliverables and milestones. - Creation of PCP and on-board communications strategies, campaign and activities, communication materials to drive on-board revenue. - Support global launch for new product communication plan - Lead shore excursion shoot planning, production and asset delivery, from creative development through channel launch. - Manage onboard entertainment and event marketing, including partner coordination, logistics, creative assets and rollout plans. - Own onboard product shoots, covering concept development, production coordination, asset review and final delivery. - Deliver seasonal onboard festival activations, coordinating creative, approvals, production, installation and launch materials. - Lead new onboard product launches with Revenue, Product and DCD teams, from GTM planning to PCP support. - Manage PCP development needs, including digital asset, web page and mini programme design requirements. - Plan and support KOL activity with DCD and Central Marketing to strengthen OBR visibility and search performance. - Provide year-round onboard marketing support across key revenue areas, including signage, menus, videos, translations and promotional materials. - Maintain PCP promotional content, imagery, product copy, landing pages and compliance updates. We should keep each as
- . Also note some bullets have grammar issues; we keep as is. Now Requirements: Education, Experience, Knowledge & Skills section. Let's extract: - Minimum 8 years of experience in sales or marketing position in tourism industry - Bachelor’s in marketing or a Business-related major from full-time university is preferred - Related industry or FMCG background is preferred - Strong strategic thinking and business sense - Strong business sense and data ability. (Note duplicate? We'll keep both) - Leadership and team management experience - Strong project management skill - Strong creative ability with an innovative mindset and an eye for design. - Digital or e-commerce experience, with the ability to collaborate on social, CRM, website or platform development initiatives. - Experience managing agency relationships - Growth mindset and willing to work outside comfort zone - Strong written communication skills with presentation skill - Excellent English both oral and written skills - Strong ability of under pressure and driven for result - Excellent people and management skills to interact with staff, colleagues and cross-functional teams, and third parties. - Strong understanding to cruise or outbound travel related industry is preferred Also there is a section "Financial/Quantitive Responsibilities" which includes bullet points about budget management etc. Those are duties; we could include them under Responsibilities as additional bullets. Let's extract those: - Budget Management: Ongoing responsibility for annual budget planning, quarterly forecasting, spend tracking, cost center management, analysis, budget reallocation requests, and stakeholder reporting. - Accrual Process: Monthly accrual submissions, invoice