On Board Sales & Marketing Manager

Job Description

TITLE: Onboard Sales & Marketing Manager
DEPARTMENT: OBR Operations
REPORTS TO: Hotel Director (Onboard)

Onboard Revenues Director (Shore Side)

Role Overview

Purpose: 

Responsible for overseeing the development, direction and implementation of all marketing activities across the onboard Revenue Departments to maximize sales and promotional opportunities consistent with the Costa Crociere’s brand positioning, marketing and service standards. A successful Onboard Sales & Marketing Director will effectively align and drive onboard marketing initiatives to increase both the onboard gross as well as net onboard revenue contribution while strengthening the guest’s brand perception and overall satisfaction.

Internal Communication:

Active communication and interaction with all onboard revenue generating Department Heads and their respective teams including but not limited to: Shore Excursions, Bars/Lounges, Retail Concessions, Spa Concessions, Photo Shop, Casino, Food, Communications and Entertainment.  Additional internal stakeholders are Hotel Director, Administrative Director, Cruise Director, Guest Relations Manager, Gust Service Manager, Housekeeping Manager, Doctor, and Radio Officer.  Lastly the role will demand regular coordination and communication with onboard Media Manager and Entertainment team, with the Corporate Guest Experience & OBR and Marketing Teams.

Main Responsibilities:

1. Develop, align and communicate an on-board marketing platform that reinforces the Costa brand so as to achieve and/or exceed objectives for the established cruise program targets as well as contributing to the overall guest satisfaction.
2. Works with Corporate Marketing, Guest Experience & Onboard Revenue Departments to optimize the effectiveness and presentation of onboard revenue marketing programs and materials in accordance with the Company’s visual and merchandising brand standards.
3. Lead, manage and develop effective and efficient marketing touch points and communication channels (print collateral, mobile, video and digital) throughout the on board guest journey from in-cabin to public environments.  Maintain ultimate accountability for graphic and visual brand standard compliance and ongoing content management training.  
4. Coordinate, edit, align, and, as required, develop meaningful and relevant content for all revenue generating departments and concessionaires in support of daily on board sales performance and cohesive (multi-lingual) brand messaging. 
5. Responsible for managing the content management system(s) for mobile communications (push messaging), digital signage and off-line print.   Responsible for making sure TV programming is aligned with overall on board engagement strategy.
6. Ensures that all onboard revenue potential is fully realized without compromising Costa’s brand positioning and perception. Manages compliance of corporate revenue policies and procedures within the onboard revenue generating departments.
7. Directs and monitors the revenue-generating marketing activities of all concessionaires and in house revenue generating operations. Works with relevant Department Heads to develop and continuously refine effective onboard sales and marketing plans for each outlet including seasonal, themed and daily promotional and merchandising activities.
8. Reviews daily revenue performance and monitors the real time Onboard Sales dashboard based on customer segmentation, CostaClub analytics, consumption preferences and patterns. Implements targeted revenue enhancement tactics/programs. Further identifies market trends and recommends concepts to the Onboard Revenue team for approval and broader deployment.
9. Ensures all revenue outlets are managed as separate profit centers.
10. Works with Guest Experience & OBR and Corporate Marketing teams to ensure that all on-board marketing, Digital and Off-LIne is culturally accurate, appropriate and relevant.
11. In conjunction with marketing and revenue team colleagues, implement and manage on board customer surveys (inc. instant feedback systems) and primary research to determine specific purchase behavior preferences and consumption trends in support of ongoing marketing promotions and merchandising. Actively participate in best practice, on-board marketing initiatives with Corporate Onboard Revenue team.
12. Chairs the onboard revenue meeting, which is attended by all revenue Department Heads. The meeting is held once per cruise for cruises of 12 days or less, and once per week for cruises over 12 days or as needed. Takes necessary actions to develop the revenue meeting into an effective tool to maximize revenues and to foster a team approach for all participants. Maintains open communication of relevant marketing and sales performance information at regular meetings and with corporate stakeholders.
13. Is heavily involved with planning and scheduling private and company functions as required in order to fully maximize revenue opportunities. In collaboration with Cruise Director, Hotel Director and relevant department heads is responsible for scheduling daily revenue-generating activities in order to ensure that all outlets’ opportunities are fully maximized.
14. As a member of the Executive Hotel Operations team, actively contributes to the overall guest satisfaction, revenue enhancement and cost savings recommendations.
15. Assists with marketing and revenue related projects as assigned by the Hotel Director, Cruise Director and/or Corporate Office.

Job Requirements

Role Specifications:

Qualifications

• College and/or University degree in marketing and/or business related discipline (minimum 4 year degree or equivalent)
• Revenue management qualification is a plus

Experience

• A well-trained disciplined marketer with mature understanding of traditional and digital marketing as well as brand management.
• Five or more years experience in the hospitality and/or leisure/services industry (e.g. retail, travel-related, luxury goods, cruise lines, hotels, resorts, restaurants…).
• Understanding of revenue management principles.
• Visual merchandising and retail experience desirable.
• Familiar with consumer and market research methodologies.
• Experience in digital/rich media marketing and analytics preferred.
• Understanding of CRM tools and analytics.
• Track record of initiating ideas and seeing them through to execution.
• Experience in developing marketing initiatives/campaigns that reflect creative talent and have measurably contributed to increased revenues.
• Self motivated and inclined to take initiative, with strong personal drive and results orientation.
• Demonstrated proficiency in Microsoft Word, Excel & PowerPoint and Content Management 
• Strong verbal and written communication skills
• Strong interpersonal and customer service skills
• The ability to maintain focus, remain on task, and meet tight deadlines despite frequent interruptions that are stressful and can seem unusual, or urgent in nature.
• Strong attention to detail
• Ability to engage and influence a diverse audience of stakeholders at all levels and manage multiple interests.