Manager, Creative and Content

Journey with us!  Combine your career goals and sense of adventure by joining our  incredible  team of employees  at  Royal Caribbean Group .   We are proud to offer a competitive compensation and benefits package, and excellent career development opportunities, each offering unique ways to explore the world.

W e  are proud to be the  vacation-industry  leader with  global brands   —  including Royal Caribbean International, Celebrity Cruises and Silversea Cruises —  the most innovative fleet and private destinations, and the best people .  Together, w e are  dedicated to turning the vacation of a lifetime into a lifetime of vacations for our guests.

This position will be working onsite from Miami.

Position Summary :   We are seeking a strategic, creative, and data-driven Manager of Website Content Strategy to lead the development and execution of our digital content ecosystem. This role will be responsible for defining how content—across copy, imagery, and video—comes to life on our website to drive brand storytelling, engagement, and conversion. This leader will own the content strategy and brand execution of a major migration to Adobe Experience Manager (AEM), ensuring that content is structured intelligently, scalable, SEO and GEO-optimized, and aligned with business and commercial goals. They will partner closely with eCommerce, UX, marketing, and technology teams to bring best-in-class digital experiences to life, while prioritizing efficient content authoring, workflows, and publishing operations.

Essential Duties and Responsibilities :   Content Strategy & Governance

Develop and own the end-to-end website content strategy, ensuring alignment with brand voice, business priorities, and customer journey needs. Define content frameworks, taxonomy, and governance models to ensure consistency, scalability, and performance. Establish clear authoring standards and content guidelines to enable efficient, high-quality content creation across teams. Lead content audits, gap analyses, and content lifecycle management (create, maintain, retire).

Content Authoring & Operations (Priority Focus)

Design and optimize content authoring workflows within AEM, enabling scalable, efficient content production and publishing. Define how content should be structured, authored, tagged, and reused across components and templates. Partner with product and tech teams to ensure AEM supports intuitive authoring experiences for non-technical users. Establish roles, responsibilities, and governance for content contributors (centralized vs. distributed models). Improve time-to-publish, content accuracy, and consistency through streamlined workflows and tools. Oversee content QA processes, approval workflows, and publishing standards. Collaborate with DAM and asset teams to ensure seamless integration of imagery and video into authoring workflows. Lead regular content reviews to identify content errors and take corrective action alongside eCommerce to update content as needed.

AEM Migration Leadership

Lead the brand-side content migration from legacy platforms into AEM. Translate business and brand needs into modular, component-driven content models. Partner with UX and development to define which content belongs in which components—and why. Ensure content is reusable, future-proofed, and aligned to scalable design systems. Oversee content mapping, tagging, metadata, and migration QA.

SEO & Discoverability (Content-Focused) Own and execute SEO strategy from a content perspective, including:

Keyword strategy and search intent mapping On-page optimization (headlines, metadata, internal linking) Content structure and readability Optimization for discoverability across LLMs and AI  Embed SEO best practices directly into content authoring workflows. Continuously optimize content to drive organic traffic, engagement, and conversion.

eCommerce & Experience