Sr. Director - Loyalty

The Gig:

The Sr. Director of Media for Virgin Voyages will be responsible for developing and executing the company’s media strategy to drive customer acquisition, increase revenue, and optimize marketing ROI. This person will lead our external media agency to effectively deploy our generous media budget.

This role requires a strategic thinker with a deep understanding of digital and traditional marketing channels.  They must hold every dollar — regardless of where it’s spent — accountable for delivering relevance to audiences and revenue to 

brands. This role owns the advertising lifecycle, including audience  understanding, media planning, creative testing, media buying, and optimization. They master tools like demand-side platforms, creative optimization technologies, and 

marketing measurement and optimization technologies. The role must be a data-driven decision-maker with a track record of delivering high-impact results.

If you're passionate about media and want to help shape the future of the cruise industry, we invite you to join our dynamic team.

This gig is based at VVHQ - our swanky Virgin Voyages Head Office in Plantation, FL where we follow a hybrid work environment. We can't wait to 'sea' you in person during our Collaboration Days, Tuesdays, Wednesdays, and Thursdays, while you enjoy Mondays and Fridays' as remote days.
 

What You'll Be Up To:

Agency Management

• Manage external media agency to efficiently deploy media budget to maximize ROI and revenue

• Negotiate contracts and agreements to ensure favorable terms and performance outcomes.

Strategy Development and Execution

• Develop and implement a comprehensive performance media strategy aligned with the company’s business goals and objectives.

• Create advertising strategies across channels (search, display, social, TV, etc.) and the stages of the funnel to improve brand and campaign health. 

• Lead the creation of media plans that drive customer acquisition, retention, and revenue growth across digital channels.

Campaign Management and Optimization

• Oversee the planning, execution, and optimization of performance media campaigns across channels (search, display, social, TV, etc.) and the stages of the funnel to improve brand and campaign health. 

• Personalize ad creative to deliver relevant, compelling advertising experiences to various audiences despite data deprecation. 

• Utilize data analytics and insights to drive campaign performance and make data-driven decisions for continuous improvement.

• Structure cost-effective tests to determine the efficacy of new channels and tactics.

Budget Management

• Develop and manage the performance media budget, ensuring efficient allocation of resources and maximizing return on investment

• Monitor spending, track performance, and adjust strategies as needed to stay within budget and achieve financial goals.

• Set and measure goals throughout the funnel by correlating awareness-generating exposures that expand retargeting pools with demand-harvesting exposures. 

Performance Analysis and Reporting

• Prove paid media's yield by verifying its revenue impact and holding it accountable to reasonably aggressive acquisition and retention goals. 

• Analyze campaign performance metrics and generate comprehensive reports to assess effectiveness and ROI.

• Present insights and recommendations to senior leadership and stakeholders to guide strategic decision-making.

• Collaborate with data engineers to detect anomalies, understand paid media's impact on business outcomes, and evangelize results using a single source of truth. 

Innovation and Trends

• Stay abreast of industry trends, emerging technologies, and best practices in performance media.

• Identify opportunities for innovation and incorporate new strategies to enhance performance and competitiveness.

Cross-Functional Collaboration

• Collaborate with other departments, including creative, brand, first mates, and Sailor Services to ensure alignment and integration of performance media efforts with overall marketing and business strategies.

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