AVP, Media & Measurement

This role leads the Media & Measurement function for Carnival Cruise Line and is responsible for establishing the strategies, frameworks, and capabilities that drive audience development, media effectiveness, marketing measurement, and investment optimization across the organization. The AVP is accountable for the strategic direction of media planning, media buying, customer segmentation, audience strategy, marketing analytics, and performance measurement. The role oversees significant marketing investments and guides how marketing resources are allocated across channels to maximize business impact, customer acquisition, revenue generation, and return on investment.

Operating within the CCL Marketing organization, this position influences both short-term commercial performance and long-term brand growth by ensuring marketing decisions are supported by robust measurement, consumer insights, and data-driven decision-making. The AVP collaborates extensively with Brand Marketing, Product Marketing, CRM, Digital, Customer Insights, Data & Analytics, Casino, external agencies, and executive leadership to align marketing strategies with business objectives and drive measurable outcomes across the customer lifecycle.

Responsibilities

• Responsible for leading the strategy, robust build out, and on-going delivery of the newly created marketing measurement approach for CCL’s marketing spend. Responsible for driving the optimal efficacy of investment, balancing the need to meet ROAS and incremental revenue goals while implementing never-been-done-before innovations and programs. Steers the impact of our marketing initiatives so that informed decisions can be made regarding future strategies and return on investment.
  
  Leads the team that utilizes best practices and leverages the latest in marketing science and associated tools and platforms to manage media spend strategically.
• Responsible for forward thinking and being on the cutting edge of understanding and implementing customer segmentation, measurement, and emerging media channels (connected tv, digital OOH, mobile, social) and new ways of communicating and engaging consumers. Directs team that measures the impact of our media and overall marketing on the Carnival brand and business. Creates marketing strategy for the next level of integrated media and creates a plan that can lead to significant impact, innovation and industry acclaim for the brand and business.
• Lead communications planning and media buying strategy across all paid channels including television, radio, print, out-of-home, digital, social, and mobile media. Manage media agency partner teams to ensure that strategies and plans deliver against business objectives and create impact in the marketplace. Leverage insights, learnings, and modeling to help determine the right channel mix Leverage data tactics across channels to further bolster the data-informed portions of our plans with personalized messaging served during the right mindset.
• Leads the strategic customer segmentation and audience plan, the marketing media planning, buying, partnerships (branded content), negotiations, execution, reporting and optimization of our paid media and SEO. Leads team that identifies, and understands our customer segments, to size and attract the right combination of customers for today and to generate growth for tomorrow, with a focus on potential future cruise customers.
  
  Responsible for team that build a rich picture of these customer segments, with an understanding of them as a mindset (demographics, psychographics, attitudes, and behaviors to drive better performance.
• Collaborates with all key partners and stakeholders across brand and product marketing, CRM, .com, Casino, customer insights, social, data and analytics team and agency partners to help to define the standard for effective cross-functional collaboration. Partners with internal and external stakeholders to author and present best practices, POVs, and strategic planning guidelines. Collaborates in the creation of a pipeline of new ideas and methods of marketing including test and learn plans and analyzing relative ROI possibilities.
  
  Presents finding and recommendations to leadership and key executives.
• Manage US media budgets, including all operational, fiscal and investment ROI and evaluation responsibilities.
• Performs other duties as assigned

Requirements

• Bachelor's Degree Marketing, Business, related field
• Proficiency in data visualization tools such as Tableau, in data analytics tools such as SAS, SQL and in program coding such as Python.
• 15 + years of progressive experience and leadership in the Media and Communications segment with deep functional leadership experience in relevant media areas and integrated marketing communications.
• Experience in having demonstrated a propensity to challenge organizations to accelerate investment in both new and traditional pioneering media properties and programs.
• Deep understanding of audience, measurement, programmatic…