📌 Core Information
🔹 Job Title: AVP, eCommerce Brand Experience
🔹 Company: Royal Caribbean Cruises Ltd
🔹 Location: Miami, Florida, United States
🔹 Job Type: On-site
🔹 Category: Travel Arrangements
🔹 Date Posted: July 10, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading end-to-end strategy and execution of content, merchandising, personalization, promotions, and digital optimization for RoyalCaribbean.com and CelebrityCruises.com
- Overseeing a digital team of 60+ resources to drive growth and improve site satisfaction ratings
- Collaborating with cross-functional teams, including marketing, product, IT, and customer service
- Managing a multi-million dollar budget for digital strategy, development, merchandising, etc.
- Spearheading crisis communication workflows on digital platforms during critical events or disruptions
ASSUMPTION: This role requires a dynamic and strategic leader with deep expertise in customer-centric digital experiences, performance marketing, and cross-functional team leadership. The ideal candidate will have a proven track record of managing high-performing e-commerce teams and driving significant revenue growth.
📋 Key Responsibilities
✅ Lead strategic eCommerce initiatives across two global brand sites, overseeing merchandising, content strategy, promotional planning, and personalized customer experiences
✅ Define and implement a scalable personalization roadmap using a Customer Data Platform (CDP) to activate dynamic content, offers, and journeys based on real-time customer signals
✅ Manage go-to-market campaigns implementation across our sites, including interactive experiences for major product launches—driving increases in traffic, engagement, and conversion
✅ Lead the eCommerce content optimization team, developing robust test plans, market insights, and validation strategies to guide data-driven decision-making and improve the customer experience
✅ Spearhead the deployment of urgency and scarcity tactics to improve on-site conversion rates during key decision-making moments
✅ Direct and optimize high-impact promotional periods, including Black Friday and Cyber Week, resulting in record-breaking revenue and digital performance
✅ Serve as the key stakeholder across product, UX, engineering, and content teams to lead the redesign of core site experiences, including Universal Navigation and Homepage modernization
✅ Own SEO strategy and execution, including optimized landing page creation and AI-era content adaptation to boost organic visibility and maintain a competitive edge in search rankings
✅ Lead crisis communication workflows on digital platforms, ensuring timely and accurate customer messaging during critical events or disruptions
ASSUMPTION: The ideal candidate will have a proven track record of driving commercial growth and digital excellence across multiple brands and channels. They will be an expert in e-commerce strategy, digital marketing, and cross-functional team leadership.
🎯 Required Qualifications
Education: Bachelor’s degree in Business, Marketing, Computer Science, or a related field; MBA or advanced degree preferred
Experience:
- Minimum 10 years of experience in e-commerce, digital marketing, or related fields, with at least 3-5 years in a leadership role
- Proven track record of managing high-performing e-commerce teams at a large consumer brand or similar organization
- Experience scaling online sales channels and driving significant revenue growth
- Demonstrated success in developing and executing e-commerce strategies aligned with brand objectives
Required Skills:
- Expertise in e-commerce platforms, analytics & data tools, content management platforms, digital marketing tools, CRM systems, technical integration, UX/UI principles, and emerging technologies
- Strong ability to lead cross-functional teams, including marketing, product, IT, and customer service
- Experience in strategic planning, budgeting, and P&L management for e-commerce operations
- Excellent communication and stakeholder management skills to align with C-suite executives and external partners
- Ability to foster a data-driven, customer-centric culture within the team
Preferred Skills:
- Familiarity with global e-commerce operations, including localization, usability, and compliance
- Knowledge of direct-to-consumer (DTC) models and CMS/Commerce platforms (e.g., AEM, Hybris, Shopify)
ASSUMPTION: The ideal candidate will have a strong background in e-commerce, digital marketing, and cross-functional team leadership. They will be an expert in driving commercial growth and digital excellence across multiple brands and channels.
💰 Compensation & Benefits
Salary Range: $180,000 - $250,000 per year (based on industry standards for a role of this level and experience in the Miami, FL area)
Benefits:
- Health, dental, and vision insurance
- 401(k) with company match
- Paid time off (vacation, sick, and holidays)
- Employee discounts on Royal Caribbean cruises
- Tuition reimbursement and professional development opportunities
- Wellness programs and gym membership reimbursement
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range provided is an estimate based on industry standards for a role of this level and experience in the Miami, FL area. The actual salary may vary based on the candidate's qualifications and the company's internal compensation structure.
📌 Applicant Insights
🔍 Company Context
Industry: Travel Arrangements
Company Size: 10,001+ employees
Founded: 1968
Company Description:
- Royal Caribbean Group delivers unforgettable vacations to guests who trust us with life’s greatest moments
- We build the best ships, and even better careers, all while doing the right thing
- We are passionate. We are innovative. We are unstoppable. We open the world to our employees. Your journey is our journey — chart your own course
Company Specialties:
- Cruise vacations
- Travel arrangements
- Hospitality
Company Website: Royal Caribbean Group
ASSUMPTION: Royal Caribbean Group is a large, established company in the travel and hospitality industry. Working here offers opportunities for career growth and development in a dynamic and global environment.
📊 Role Analysis
Career Level: Executive
Reporting Structure: This role reports directly to the Senior Vice President of eCommerce and Digital.
Work Arrangement: On-site, full-time (40 hours per week)
Growth Opportunities:
- Potential to advance to a senior leadership role within the eCommerce and Digital department
- Opportunities to expand the team and take on more strategic initiatives
- Possibility to work on high-impact projects with significant business impact
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to advance within the eCommerce and Digital department and take on more strategic initiatives.
🌍 Location & Work Environment
Office Type: Corporate headquarters
Office Location(s): Miami, Florida, United States
Geographic Context:
- Miami is a multicultural city with a cost of living slightly above the national average
- The city offers a wide range of entertainment, dining, and cultural options
- Miami has a subtropical climate with mild winters and hot, humid summers
Work Schedule: Monday-Friday, 9:00 AM - 5:00 PM (with flexibility for the role's demands)
ASSUMPTION: Working in Miami offers a dynamic and multicultural environment with a wide range of entertainment, dining, and cultural options. The city's subtropical climate may be appealing to those who prefer warmer weather.
💼 Interview & Application Insights
Typical Process:
- Online application review
- Phone or video screening
- On-site or virtual interview with hiring manager
- Final round interview with senior leadership
- Background check and offer
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Leadership and team management abilities
- Technical expertise in e-commerce platforms and tools
- Communication and stakeholder management skills
- Cultural fit and alignment with company values
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Prepare for behavioral interview questions that focus on your leadership, strategic planning, and problem-solving skills
- Be ready to discuss your experience with e-commerce platforms, analytics tools, and digital marketing strategies
- Research Royal Caribbean Group's mission, values, and recent projects to demonstrate your cultural fit
ATS Keywords: eCommerce, digital marketing, cross-functional leadership, SEO, data analysis, customer experience, content management, performance marketing, team management, budget management, crisis management, user experience, technical integration, emerging technologies, personalization, campaign development, conversion optimization
ASSUMPTION: The application process for this role is competitive, and candidates should be prepared to demonstrate their strategic thinking, leadership skills, and technical expertise in e-commerce and digital marketing.
🛠️ Tools & Technologies
- E-commerce platforms: Shopify, Magento, Hybris, or Salesforce Commerce Cloud
- Analytics & data tools: Google Analytics, Adobe Analytics, Tableau, Power BI, Content Square
- Content management platforms: AEM, Hybris, Shopify
- Digital marketing tools: Google Ads, Meta Ads Manager, SEO/SEM tools
- CRM systems: Salesforce, Braze
- Technical integration tools: APIs, payment gateways (Affirm, Klarna, PayPal), ERP systems
- UX/UI design tools: Sketch, Figma, Adobe XD
- Emerging technologies: AI-driven tools (personalization engines, chatbots), Frontier Models (OpenAI’s ChatGPT, Anthropic’s Claude, xAI’s Grok), AR/VR applications
ASSUMPTION: The ideal candidate will have experience with a wide range of e-commerce platforms, analytics tools, and digital marketing strategies. Familiarity with emerging technologies and AI-driven tools is a plus.
👔 Cultural Fit Considerations
Company Values:
- Passionate: We are passionate about delivering unforgettable vacations and creating exceptional experiences for our guests
- Innovative: We embrace change and continuously seek new ways to improve our products and services
- Unstoppable: We are driven and determined to succeed, no matter the challenges we face
Work Style:
- Collaborative: We work together to achieve our goals and support each other's success
- Adaptable: We are open to change and willing to learn and grow in our roles
- Results-driven: We focus on delivering results and achieving our objectives
Self-Assessment Questions:
- How do you align with Royal Caribbean Group's values of being passionate, innovative, and unstoppable?
- How do you prefer to work in a team, and how do you handle change and new challenges?
- How do you approach setting and achieving goals, and how do you measure your success?
ASSUMPTION: Candidates should be prepared to discuss their alignment with Royal Caribbean Group's values and work style preferences during the interview process.
⚠️ Potential Challenges
- Managing a large team with diverse skills and backgrounds
- Balancing strategic planning and day-to-day operations
- Working in a dynamic and fast-paced environment with tight deadlines
- Managing multiple projects and priorities simultaneously
- Adapting to changes in the digital landscape and consumer behavior
ASSUMPTION: This role may present challenges related to team management, balancing strategic planning and operations, and adapting to a dynamic and fast-paced environment. The ideal candidate will be able to thrive in these conditions and demonstrate strong leadership and adaptability.
📈 Similar Roles Comparison
- This role is unique in its focus on leading e-commerce strategy and execution for multiple global brands
- Unlike other e-commerce roles, this position requires a strong background in cross-functional team leadership and strategic planning
- Compared to other digital marketing roles, this position places a greater emphasis on driving commercial growth and digital excellence across multiple brands and channels
ASSUMPTION: Candidates should be prepared to discuss how their experience and skills make them a strong fit for this unique role and how they differ from other e-commerce and digital marketing positions.
📝 Sample Projects
- Developing and executing a successful Black Friday and Cyber Week promotional strategy that resulted in record-breaking revenue and digital performance
- Leading a team to redesign the core site experiences, including Universal Navigation and Homepage modernization, to improve overall site satisfaction ratings
- Spearheading the deployment of urgency and scarcity tactics to improve on-site conversion rates during key decision-making moments, resulting in a 15% increase in sales
ASSUMPTION: Candidates should be prepared to discuss their experience with similar projects and how they drove commercial growth and improved the customer experience.
❓ Key Questions to Ask During Interview
- Can you describe the most significant e-commerce project you've led, and what was the outcome?
- How do you approach managing a team with diverse skills and backgrounds, and how do you ensure everyone is working towards the same goals?
- Can you provide an example of a time when you had to adapt to a significant change in the digital landscape, and how did you lead your team through it?
- How do you prioritize and manage multiple projects and priorities simultaneously, and how do you ensure you're delivering on the most critical initiatives?
- Can you discuss your experience with AI-driven tools and how you've used them to improve the customer experience and drive commercial growth?
ASSUMPTION: Candidates should be prepared to discuss their experience with similar projects and how they drove commercial growth and improved the customer experience.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant skills and experiences for this role
- Prepare for behavioral interview questions that focus on your leadership, strategic planning, and problem-solving skills
- Be ready to discuss your experience with e-commerce platforms, analytics tools, and digital marketing strategies
- Research Royal Caribbean Group's mission, values, and recent projects to demonstrate your cultural fit
- Follow up with the hiring manager one week after your interview to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
