Celebrity Cruises is one of five cruise brands owned by Royal Caribbean Group, based in Miami, Florida with local offices in Sydney. Celebrity Cruises delivers an elevated premium holiday experience across their fleet of ships travelling to nearly 300 destinations across more than 70 countries spanning all seven continents. An industry pioneer for 35+ years, each Celebrity holiday offers experiences you won't find anywhere else aboard ships which continue to shatter industry expectations with the highly anticipated Celebrity Xcel arriving Fall 2025. Celebrity Cruises has a fleet of fourteen ships, sailing the Caribbean, Europe, Alaska, Asia, South America, and Australia/New Zealand. Since 2010, Celebrity's Solstice Series ships have sailed the summer season in Australia and New Zealand, sourcing both local and international guests to the region. In 2023 Celebrity revolutionised cruising in our region as we brought Celebrity Edge Down Under for her highly anticipated inaugural season.
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JOB SUMMARY:
The Public Relations Manager is responsible for the messaging, presentation, positioning of all internal and external brand information. Reporting to and collaborating with the Commercial Marketing Director and Senior Director Global PR, the position optimizes brand preference and awareness through PR activity with Trade and Consumers in the Australia and New Zealand markets primarily in consumer, business and trade media.
The role also plays a key leadership role in issue management and crisis communications. The position maintains excellent relationships with travel and lifestyle media, business media, industry media, shipboard officers (as appropriate), and the Global PR team in Miami.
Responsible for meeting commercial and reputation objectives by ensuring maximum positive exposure, creating and implementing strategies for brand elevation through media relations, and provides public relations counselling and publicity support to the Marketing and Sales departments.
The role will maintain a keen interest in the marketplace, actively tracking and reporting on competitor trade marketing activity and identifying new opportunities to activate and elevate the Celebrity brand.
Some of your duties include:
- Strategic Planning - Working with the Global PR team and local PR Agency, develop an annual PR plan aligned to the brand strategy/milestones to achieve brand awareness, consideration and preference metrics, stealing share from competitors, through proactive positive coverage in line with commercial objectives. Introduces new ideas to achieve the brand's business targets. Manages implementation of globally and locally led communications that achieve short and long-term goals, ensuring messaging pull through and targeted stories that drive high editorial quality scores to achieve a category leading share of voice.
- Day to Day Duties - Understands the brand's key differentiators, competitors, pillars, target markets, and commercial objectives to ensure all PR activity is aligned. Create and approve PR materials, both visual and written, including writing interview briefs, press releases and featured articles. Manages all reporting, updates and changes related to PR performance and all internal communication needs. Ensures Commercial Marketing Director has an accurate and timely calendar of negotiated PR commitments and activities.
- Agency Management - Manage and give direction to the local PR Agency to ensure that they deliver strategies & campaigns that demonstrate ROI (in terms of bookings/leads/share of voice and target market alignment). Deploy PR plan in line with Global PR strategy which achieves brand awareness and preference metrics whilst meeting commercial needs. Effectively manage agency workload to maximise ROI.
- Global Campaign Management - Partners with the Global PR team in Miami to leverage global content and strategies across the AUNZ market. Collaborates with the Miami team on local storytelling and creative requirements to ensure new campaign development meets local needs. Represents Australia/New Zealand on global PR projects.
- Media, Influencer & Stakeholder Relationship Management - Maintain strong and effective high-level media, influencer and stakeholder contacts. Drive effective and respected press office, media press trips & events, and ship inspection opportunities. Drive strategic, high-level media activity such as senior leadership interviews, press conferences, media launches and new ship launch events.
- Internal Communications - Works with Commercial Marketing Director to communicate and coordinate all critical brand communications with Sales, Marketing, Port Operations, Guest Engagement and Call Centre teams to ensure message alignment. Manage Miami leadership executive visit itineraries and media interview schedules as required.
- Crisis Management - Collaborate with Commercial Marketing Director, Corporate Communications, and Global PR Team in Miami to develop issue management and crisis communications that best protect the brand. Support and lead as required the senior management team in crisis preparedness, and in the event of a crisis.
- Performance Improvement - Seeks opportunities to improve consideration, preference and awareness through both significant changes and minor enhancements across PR activities. Analyzes and communicates brand performance, providing recommendations to improve current outcomes.
- Lead Generation - Develops innovative PR-led activities, inclusive of events, to drive qualified lead generation, optimise engagement and booking opportunities.
- Revenue Performance - Understands industry and booking trends to collaborate on growth and emerging opportunities. Participates in discussions around revenue performance in Trading Meetings, identifying opportunities for new ideas to accelerate the brand's financial position while adapting to competitor and external factors.
- Travel within Australia & New Zealand will be required. Travel overseas may also be required.
QUALIFICATION, KNOWLEDGE & SKILLS:
- 6+ years of public relations and crisis communications experience.
- Travel & Tourism or Luxury PR experience is highly desirable.
- Strong media relationships
- Cruise, Travel, or hospitality industry experience preferred
- Bachelor's degree preferred
- Proven experience in working and planning with a multi-location team & ideally within a global business.
- Proven experience in crisis communications
- Proven experience in relationship management
WHY WORK FOR US:
Royal Caribbean Group has been recognized by Ethisphere, a global leader in defining and advancing the standards of ethical business practices, as one of the 2021 World's Most Ethical Companies for the sixth consecutive year. The experience of travelling to exciting places; the chance to work with a fantastic group of people from all over the world; the recognition and support provided by the company; the opportunity to grow your career to the next level and the ability to explore new paths on the open seas are just a few fantastic reasons.
As one of our Sydney office employees, you will have access to ongoing training and development both in-house & externally to enable continuous development. We value a flexible work approach to ensure our employees wellbeing continues to come first.
APPLICATION PROCESS:
Please click APPLY now and fill out the required information. We thank you for your interest, due to the number of applications we ask all candidates to provide their base salary expectation when completing their profile to help us with our screening process.
It is the policy of the Company to ensure equal employment and promotion opportunity to qualified candidates without discrimination or harassment on the basis of race, color, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. Royal Caribbean Group and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.