Principal Content Strategist

GROW YOUR CAREER WITH US At Norwegian Cruise Line Holdings (NCLH), we know our future success depends on our ability to attract and retain the very best talent. Our brands deliver vacations of a lifetime with innovative product offerings, a high level of service and unique guest experiences aboard each vessel and we’re continually seeking applicants who are passionate about hospitality and committed to being their personal best.

As you learn more about our company, we think you will agree that there is no better time than now to become a member of the NCLH family!

The Principal Content Strategist owns the content strategy that fuels NCL's digital guest journey:
Shop, Book, Presail, Onboard, and Next Cruise. This role is responsible for content that directly drives ecom sales performance, personalization of that content at scale for each guest, and structuring content so it can be understood and used by AI assistants and search experiences that guests increasingly rely on to shop, understand, and purchase cruises. This role partners with the Sr.

Product Owners who own each journey stage, plus the Principal Experience Designer and the Principal Experimentation Strategist, to ensure content is not just present but performs, personalizes, and is discoverable everywhere guests are looking, including inside AI-driven experiences. As a subject matter expert in content strategy, this role sets and advises on content direction across the organization rather than managing a content production team.

• Own the end-to-end content strategy for NCL's digital guest journey, ensuring content is built first and foremost to convert browsers into bookers and drive measurable ecom sales outcomes at every stage from Shop through Next Cruise.
• Define and govern the personalization strategy for content at scale, ensuring guests receive relevant, individualized content (offers, imagery, itinerary guidance, recommendations) based on behavior, preferences, and journey stage rather than one-size-fits-all messaging.
• Establish content structure, metadata, and data standards that make NCL's digital content consumable and accurate for AI assistants, chatbots, and answer engines, so that AI tools can correctly help guests shop, understand, and purchase NCL cruises.
• Serve as the subject matter expert on content strategy, advising the Sr. Product Owners on how to translate journey-specific business goals into content that supports discovery, conversion, and personalization.
• Partner with the SEO and Technology teams to ensure content architecture, tagging, and delivery systems support both traditional search (SEO) and emerging AI-driven discovery (AEO/GEO).
• Advise the Principal Experimentation Strategist on content testing priorities and interpret testing and performance data to guide content strategy decisions.
• Partner with the Principal Experience Designer to ensure content and design standards work together as one cohesive, brand-anchored guest experience.
• Establish and govern content standards, voice and tone guidelines, and personalization rules that scale consistently across all stages of the guest journey:
  Shop, Book, Presail, Onboard, and Next Cruise.
• Champion the Digital Guest Promise of personalized, relevant, one-voice experiences in every content decision.
• Provide content strategy expertise and mentorship to content creators and marketers embedded across the Product, Design, Technology, and partner teams, without direct management responsibility for those individuals.

• DEGREE TYPE:
  Bachelor's Degree
• FIELD(S) OF STUDY:
  Communications, Marketing, Journalism, English, or a related field
• EXPERIENCE 7+ years of experience in content strategy, digital content, or ecom content…