AVP, Ecommerce

Role Overview 

The AVP of Ecommerce is a senior commercial leader responsible for representing Celebrity Cruises as the brand’s primary ecommerce voice within the Royal Caribbean Group shared services ecommerce organization. This role serves as the critical link between Celebrity brand leadership and the multi-brand ecommerce strategy group, ensuring Celebrity’s priorities, positioning, and commercial objectives are fully reflected in shared ecommerce strategy, execution, and performance. 

Reporting to the VP of Ecommerce with the Celebrity CMO as the chief stakeholder, the AVP partners closely with Celebrity brand leadership to integrate ecommerce thinking into the overall Celebrity brand strategy. Simultaneously, this role works with the shared services ecommerce strategy group to translate Celebrity’s brand priorities into actionable ecommerce plans, ensuring alignment across Revenue Management, Brand Marketing, Product, and Business Intelligence. 

This is an influence-driven leadership role that requires the ability to shape outcomes across both brand and shared services organizations without direct authority over all execution resources. 

 Key Responsibilities 

Ecommerce Performance & Commercial Leadership 

• Own accountability for Celebrity ecommerce PAX, conversion, and revenue performance targets. 

• Serves as the primary Celebrity brand representative to the shared services ecommerce strategy group, ensuring Celebrity’s growth objectives and commercial priorities are reflected in the multi-brand ecommerce roadmap. 

• Partner with Celebrity brand leadership and the CMO to integrate ecommerce thinking into the overall Celebrity brand strategy, identifying opportunities where digital commerce can accelerate brand and business objectives. 

• Lead forecasting, budgeting, and investment prioritization for Celebrity ecommerce, partnering with the shared services strategy group on resource allocation and roadmap trade-offs. 

• Monitor performance against targets and work with shared services and brand partners to adjust tactics, optimize conversion, and improve yield. 

Ecommerce Strategy & Shared Services Partnership 

• Act as the key stakeholder and strategic partner to the shared services ecommerce strategy group, which owns the overall multi-brand ecommerce strategy and roadmap. 

• Translate Celebrity brand strategy, consumer insights, and commercial priorities into clear requirements and inputs for the shared services ecommerce team. 

• Influence shared services roadmap prioritization to ensure Celebrity-specific initiatives receive appropriate investment and sequencing. 

• Identify and advocate for new market opportunities, emerging technologies, and channel optimization strategies on behalf of the Celebrity brand. 

• Ensure Celebrity’s unique brand positioning and guest experience standards are preserved within shared platform and technology decisions. 

AI, Personalization & Experience Innovation 

• Champion the adoption of AI-driven personalization, recommendation engines, and dynamic merchandising to improve conversion and guest engagement across the Celebrity ecommerce funnel. 

• Partner with shared services Product and Engineering teams to define and prioritize personalization use cases, A/B testing frameworks, and experimentation roadmaps for Celebrity. 

• Stay current on emerging technologies, AI capabilities, and industry trends to identify competitive advantages and innovation opportunities for the Celebrity ecommerce experience. 

• Ensure the ecommerce experience leverages data and behavioral insights to deliver relevant, high-converting content and offers at each stage of the consumer journey. 

Brand & Celebrity Partnership 

• Maintain a deep understanding of Celebrity brand strategy, positioning, and business priorities. 

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