Public Relations Manager, Apac

Job Description

Royal Caribbean Group is a New York Stock Exchange-quoted global cruise vacation company that controls and operates four global brands : Royal Caribbean International, Celebrity Cruises, Azamara, and Silversea Cruises. Together, these brands operate a combined total of 61 ships with an additional 17 on order as of December 31, 2019. They operate diverse itineraries around the world that call on all seven continents. The Royal Caribbean International 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 holds The Best Cruise Line Overall award for 16 years running. In Australia, Royal Caribbean International has won several significant titles including Best Cruise Operator (8 consecutive years running) at the National Travel Industry Awards and was recently voted Australia’s leading cruise line at the CLIA industry awards. The APAC Public Relations Manager is responsible for the promotion and protection of the reputation of the Royal Caribbean International brand in Australia, New Zealand, and the APAC Region (excluding China), primarily in consumer business and trade media. This role leads the PR strategy for APAC and works closely with the global PR team to influence the global strategy. This role is accountable for directing, leading, and executing the PR strategy to ensure it meets the commercial and reputation objectives by ensuring maximum positive exposure, creating and implementing strategies for brand management through media relations, and providing public relations counselling and publicity support to the Sales & Marketing departments. The primary goal is to leverage brand news and drive activities that will generate both awareness and consideration among affluent holidaymakers new to the brand, as well as raising brand awareness among a new-to-cruise audience. This is a high-profile role working closely with Senior Leadership, focusing on the Directors of Sales and Marketing to drive successful development and implementation of campaigns within AUNZ and APAC markets. This role has significant discretion in personnel matters, budgeting, and agency direction for the brand in APAC, being accountable for the delivery of global campaigns and projects in AUNZ and APAC. Key Objectives : Grow brand awareness for Royal Caribbean and brand equity throughout the AUNZ and APAC regions. Ensure the brand achieves category-leading share of voice, message pull-through, and targeted stories that ensure high editorial quality scores. Contribute to overall commercial targets by appealing to and growing the new-to-cruise segment. Develop strategies to help drive brand preference and steal share from competitors in the AUNZ and APAC regions. Essential Duties and Responsibilities Consumer Public Relations Strategy : Develop and implement the consumer strategy to ensure proactive positive coverage in line with business objectives, key local and global milestones, and overarching sales and marketing plans. ESG Strategy : Work with the ESG communications team to develop and implement a local strategy to position the brand as a responsible corporate citizen throughout APAC. Quarterly Tactical Planning : Drive the development and implementation of tactical plans to deliver results based on business focus areas and needs. Stakeholder Management Senior Leadership Team : Provide strategic communications counsel to the senior leadership team and internal teams. PR Agency Management : Manage AUNZ and APAC PR Agencies to ensure they deliver campaigns demonstrating ROI. Village Network : Contribute within the agency village network when creating media and creative briefings for local campaigns. Crisis Management Support and lead the senior management team in crisis preparedness and management. Day to Day Duties Create & Approve Public Relations Materials : Include writing interview briefs, press releases, and feature articles. Media & Stakeholder Relations : Maintain media and stakeholder contacts, drive media activity such as press conferences and ship inspection opportunities. Marketing Alignment : Assist the Marketing Department in promoting brands through social media and websites. Internal Liaison : Work with Sales, Marketing, Port Operations, and other teams to ensure campaign / message alignment. People Management Manage and develop the team, including mentoring, skills development, and regular appraisals. #J-18808-Ljbffr