Royal Caribbean Group is a New York Stock Exchange-quoted global cruise vacation company that controls and operates three global brands: Royal Caribbean, Celebrity Cruises, and Silversea Cruises. Together these brands operate a combined total of over 60 ships and offer diverse itineraries around the world that call on all seven continents. The Royal Caribbean brand, headquartered in Miami, is the second largest individual cruise brand in the world, operating 26 ships and carrying over 1 million guests per year. Known for its innovation and industry-leading operational and environmental standards, the brand has held The Best Cruise Line Overall award for 16 years running and has received several significant titles in Australia, including Best Cruise Operator for eight consecutive years and being voted Australia's leading cruise line at the CLIA industry awards. The Social Media Specialist functions as an integral part of the Australian Marketing team and is responsible for driving brand preference and advocacy, engagement, and website visitation through organic and paid content across consumer-focused social media platforms. Working with the Head of Brand & Strategy, the position is responsible for all areas of social media, including developing platform strategies, planning and content development—both organic and paid—overseeing community management, tagging, and reporting. This role plays a vital part in ensuring the right message is delivered to the right consumer at the right time.
Essential Duties and Responsibilities
* Work with the Senior Manager, Digital to develop and own the planning of content calendars on a monthly and quarterly basis for consumer-facing social media channels.
* With the Senior Manager, Digital, develop and work towards annual social media KPIs in line with business KPIs.
* Research and analyse opportunities to increase brand awareness and community size.
* Find and implement new social strategies, tools and tactics as they develop.
* Analyse and assess performance across social media channels through qualitative and quantitative reporting.
* Lead the creation and implementation of new channel and campaign rollouts, including both organic and paid activity plus influencer campaigns.
* Provide competitor insights and reporting on a regular basis.
* Communicate and build relationships with internal and external stakeholders.
* With the Senior Manager, Digital, work closely with the Global Social Team to localise global marketing initiatives, integrate AUNZ social channels into the global social media plan and reporting.
* Identify areas of opportunity for growth and increased presence across social media channels, including blogs, X, Facebook, Pinterest, LinkedIn, YouTube, Tik Tok and Instagram, with particular attention to Facebook and Instagram as priority channels.
* Lead the development and implementation of unique and engaging content across owned and earned consumer social channels.
* Oversee day-to-day management of all social media platforms and paid media through social channels, optimisation and reporting.
* With the Senior Manager, Digital, manage relationships with direct social channels such as Facebook and third‐party platforms such as Brandwatch and StoryStream.
* Measure and optimise content based on analytics, maximising the social listening tool to analyse, gather insights and make informed decisions.
* Complete post‐campaign reporting based on organic and paid activity in conjunction with the Senior Manager, Digital and media agency as required.
* Oversee social media community management, working closely with the Call Centre team as well as Digital and Social Media Coordinator.
* Oversee the Social and Digital Coordinator's day‐to‐day management of all social media platforms and paid media through organic calendar planning, reporting and community management.
* Onboard, support and mentor the wider digital and marketing team.
* Become and remain fully immersed in the brand and culture.
* Perform other duties as required. 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.
Qualifications
* 3+ years of experience in social media or a related field.
* Bachelor's Degree in marketing or a related field preferred.
* Experience within a marketing team in the travel & leisure or retail industry preferred.
Knowledge and Skills
* Working knowledge and real‐world experience in planning, managing and executing social media initiatives.
* Real‐world experience planning social media programs that span owned (e.g., blogs), earned (e.g., Facebook) and paid (sponsored tweets) channels.
* Experience with social media platforms, including, but not limited to, Facebook, Instagram, Pinterest, X, YouTube, and Google+.
* Experience with leveraging social media management and analytics tools.
* Natural creative flair, including experienced writing, editing, building and crafting of content.
* Proven ability to develop content that adjusts to the brand tone of voice and target customer. Experience managing a brand portfolio across platforms is a plus.
* Knowledge of social media legal guidelines and Advertising Standards, including Trade Permits.
* Excellent organisational skills with the ability to handle and prioritise multiple projects.
* Familiarity with the business applications of social media platforms, including Facebook, X, YouTube, Pinterest, Google+, Instagram and more.
* Self‐starter. Willingness to ask questions and learn new skills quickly on the job.
* Growth‐oriented team player motivated to take responsibility and ensure successful outcomes across activities.
* Commercial acumen and understanding of how social media drives website performance.
* Proficiency in Microsoft Office (Word, PowerPoint, Outlook, Excel) and familiarity with major social media platforms. Familiarity with Photoshop and basic HTML is a plus.
* Demonstrable social networking experience and social analytics tools knowledge.
* Knowledge of online marketing and good understanding of major marketing channels.
* Strong communication skills and ability to translate findings into strategic actions.
* Strong analytical skills and data‐driven thinking.
* Experience in project and campaign management.
* Experience managing and mentoring direct reports.
* Positive attitude, detail‐oriented and customer‐oriented with good time management.
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