Manager, Public Relations

Celebrity Cruises is one of five cruise brands owned by Royal Caribbean Group, based in Miami, Florida with local offices in Sydney. Celebrity Cruises delivers an elevated premium holiday experience across their fleet of ships travelling to nearly 300 destinations across more than 70 countries spanning all seven continents. An industry pioneer for 35+ years, each Celebrity holiday offers experiences you won’t find anywhere else aboard ships which continue to shatter industry expectations with the highly anticipated Celebrity Xcel arriving Fall 2025. Celebrity Cruises has a fleet of fourteen ships, sailing the Caribbean, Europe, Alaska, Asia, South America, and Australia/New Zealand. Since 2010, Celebrity’s Solstice Series ships have sailed the summer season in Australia and New Zealand, sourcing both local and international guests to the region. In 2023 Celebrity revolutionised cruising in our region as we brought Celebrity Edge Down Under for her highly anticipated inaugural season.

The Public Relations Manager is responsible, in conjunction with the Commercial Marketing Director, for the messaging, presentation, positioning of all internal and external brand information. Reporting to and collaborating with the Commercial Marketing Director, the position optimizes brand preference and awareness through PR activity with Trade and Consumers in the Australia and New Zealand markets primarily in consumer, business and trade media.

The position assists the business in maintaining excellent relationships with travel and lifestyle media, business media, industry media, shipboard officers (as appropriate), and the Global PR team in Miami.

The Public Relations Manager also assists in meeting commercial and reputation objectives by ensuring maximum positive exposure, creating and implementing strategies for brand elevation through media relations, and providing public relations counselling and publicity support to the Marketing and Sales departments.

The role will maintain a keen interest in the marketplace, actively tracking and reporting on competitor trade marketing activity and identifying new opportunities to activate and elevate the Celebrity brand.

Some of your duties include:

Strategic Plan – Supports the Commercial Marketing Director in the development of an annual PR plan aligned to the brand strategy/milestones to achieve brand awareness, consideration and preference metrics, through proactive positive coverage in line with commercial objectives. Manages implementation of globally and locally led communications that achieve short and long-term goals, ensuring messaging pull through and targeted stories that drive high editorial quality scores to achieve a category leading share of voice. Day to Day Duties – Understands the brand’s key differentiators, competitors, pillars, target markets, and commercial objectives to ensure all PR activity is aligned. Assists with the creation and manages the execution of PR materials, both visual and written, including writing interview briefs, press releases and featured articles. Manages all reporting, updates and changes related to PR performance. Works with the Commercial Marketing Director to develop an accurate and timely calendar of negotiated PR commitments and activities. Agency Management – Day to day management of the local PR Agency to ensure that they deliver strategies & campaigns that demonstrate ROI (in terms of bookings/leads/share of voice and target market alignment). Deploy PR plan to achieve brand awareness and preference metrics to meet commercial needs. Global Campaign Management – Partners with the Global PR team in Miami to leverage global content and strategies across the AUNZ market. In conjunction with the Commercial Marketing Director, collaborates with the Miami team on local storytelling and creative requirements to ensure new campaign development meets local needs. Represents Australia/New Zealand on global PR projects. Media, Influencer & Stakeholder Relationship Management – Maintain strong and effective media, influencer and stakeholder contacts. Working with the PR Agency, help to drive effective and respected press office, media press trips & events, and ship inspection opportunities. Work with the Commercial Marketing Director to help drive strategic, high-level media activity such as senior leadership interviews, press conferences, media launches, and new ship launch events. Internal Communications – Works with Commercial Marketing Director to communicate and coordinate all critical brand communications with Sales, Marketing, Port Operations, Guest Engagement and Call Centre teams to ensure message alignment. Performance Improvement –Analyzes and communicates brand performance, providing recommendations to improve current outcomes. Closely monitors the consumer and trade marketplaces paying close attention to travel/cruise innovation whilst being aware of other sectors and examples of good practice including competitor tracking; providing insights to the business. Lead Generation – Contributes to the development of innovative PR-led activities, inclusive of events, to drive qualified lead generation, optimise engagement and booking opportunities. Revenue Performance – Understands industry and booking trends to collaborate on growth and emerging opportunities. Travel within Australia & New Zealand will be required. Travel overseas may also be required.

QUALIFICATION, KNOWLEDGE & SKILLS:

3+ years of public relations experience. Travel & Tourism or Luxury PR experience is highly desirable. Strong media relationships Bachelors degree preferred Experience in working and planning with a multi-location team & ideally within a global business preferred. Proven experience in relationship management

WHY WORK FOR US:

Royal Caribbean Group has been recognized by Ethisphere, a global leader in defining and advancing the standards of ethical business practices, as one of the 2021 World's Most Ethical Companies for the sixth consecutive year. The experience of travelling to exciting places; the chance to work with a fantastic group of people from all over the world; the recognition and support provided by the company; the opportunity to grow your career to the next level and the ability to explore new paths on the open seas are just a few fantastic reasons.

As one of our Sydney office employees, you will have access to ongoing training and development both in-house & externally to enable continuous development. We value a flexible work approach to ensure our employees wellbeing continues to come first.

 APPLICATION PROCESS:

Please click APPLY now and fill out the required information. We thank you for your interest, due to the number of applications we ask all candidates to provide their base salary expectation when completing their profile to help us with our screening process.

It is the policy of the Company to ensure equal employment and promotion opportunity to qualified candidates without discrimination or harassment on the basis of race, color, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. Royal Caribbean Group and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.

COMPANY OVERVIEW:

Celebrity Cruises is one of five cruise brands owned by Royal Caribbean Group, based in Miami, Florida with local offices in Sydney. Celebrity Cruises delivers an elevated premium holiday experience across their fleet of ships travelling to nearly 300 destinations across more than 70 countries spanning all seven continents. An industry pioneer for 35+ years, each Celebrity holiday offers experiences you won’t find anywhere else aboard ships which continue to shatter industry expectations with the highly anticipated Celebrity Xcel arriving Fall 2025. Celebrity Cruises has a fleet of fourteen ships, sailing the Caribbean, Europe, Alaska, Asia, South America, and Australia/New Zealand. Since 2010, Celebrity’s Solstice Series ships have sailed the summer season in Australia and New Zealand, sourcing both local and international guests to the region. In 2023 Celebrity revolutionised cruising in our region as we brought Celebrity Edge Down Under for her highly anticipated inaugural season.

JOB SUMMARY:

The Public Relations Manager is responsible, in conjunction with the Commercial Marketing Director, for the messaging, presentation, positioning of all internal and external brand information. Reporting to and collaborating with the Commercial Marketing Director, the position optimizes brand preference and awareness through PR activity with Trade and Consumers in the Australia and New Zealand markets primarily in consumer, business and trade media.

The position assists the business in maintaining excellent relationships with travel and lifestyle media, business media, industry media, shipboard officers (as appropriate), and the Global PR team in Miami.

The Public Relations Manager also assists in meeting commercial and reputation objectives by ensuring maximum positive exposure, creating and implementing strategies for brand elevation through media relations, and providing public relations counselling and publicity support to the Marketing and Sales departments.

The role will maintain a keen interest in the marketplace, actively tracking and reporting on competitor trade marketing activity and identifying new opportunities to activate and elevate the Celebrity brand.

Some of your duties include:

Strategic Plan – Supports the Commercial Marketing Director in the development of an annual PR plan aligned to the brand strategy/milestones to achieve brand awareness, consideration and preference metrics, through proactive positive coverage in line with commercial objectives. Manages implementation of globally and locally led communications that achieve short and long-term goals, ensuring messaging pull through and targeted stories that drive high editorial quality scores to achieve a category leading share of voice. Day to Day Duties – Understands the brand’s key differentiators, competitors, pillars, target markets, and commercial objectives to ensure all PR activity is aligned. Assists with the creation and manages the execution of PR materials, both visual and written, including writing interview briefs, press releases and featured articles. Manages all reporting, updates and changes related to PR performance. Works with the Commercial Marketing Director to develop an accurate and timely calendar of negotiated PR commitments and activities. Agency Management – Day to day management of the local PR Agency to ensure that they deliver strategies & campaigns that demonstrate ROI (in terms of bookings/leads/share of voice and target market alignment). Deploy PR plan to achieve brand awareness and preference metrics to meet commercial needs. Global Campaign Management – Partners with the Global PR team in Miami to leverage global content and strategies across the AUNZ market. In conjunction with the Commercial Marketing Director, collaborates with the Miami team on local storytelling and creative requirements to ensure new campaign development meets local needs. Represents Australia/New Zealand on global PR projects. Media, Influencer & Stakeholder Relationship Management – Maintain strong and effective media, influencer and stakeholder contacts. Working with the PR Agency, help to drive effective and respected press office, media press trips & events, and ship inspection opportunities. Work with the Commercial Marketing Director to help drive strategic, high-level media activity such as senior leadership interviews, press conferences, media launches, and new ship launch events. Internal Communications – Works with Commercial Marketing Director to communicate and coordinate all critical brand communications with Sales, Marketing, Port Operations, Guest Engagement and Call Centre teams to ensure message alignment. Performance Improvement –Analyzes and communicates brand performance, providing recommendations to improve current outcomes. Closely monitors the consumer and trade marketplaces paying close attention to travel/cruise innovation whilst being aware of other sectors and examples of good practice including competitor tracking; providing insights to the business. Lead Generation – Contributes to the development of innovative PR-led activities, inclusive of events, to drive qualified lead generation, optimise engagement and booking opportunities. Revenue Performance – Understands industry and booking trends to collaborate on growth and emerging opportunities. Travel within Australia & New Zealand will be required. Travel overseas may also be required.

QUALIFICATION, KNOWLEDGE & SKILLS:

3+ years of public relations experience. Travel & Tourism or Luxury PR experience is highly desirable. Strong media relationships Bachelors degree preferred Experience in working and planning with a multi-location team & ideally within a global business preferred. Proven experience in relationship management

WHY WORK FOR US:

Royal Caribbean Group has been recognized by Ethisphere, a global leader in defining and advancing the standards of ethical business practices, as one of the 2021 World's Most Ethical Companies for the sixth consecutive year. The experience of travelling to exciting places; the chance to work with a fantastic group of people from all over the world; the recognition and support provided by the company; the opportunity to grow your career to the next level and the ability to explore new paths on the open seas are just a few fantastic reasons.

As one of our Sydney office employees, you will have access to ongoing training and development both in-house & externally to enable continuous development. We value a flexible work approach to ensure our employees wellbeing continues to come first.

 APPLICATION PROCESS:

Please click APPLY now and fill out the required information. We thank you for your interest, due to the number of applications we ask all candidates to provide their base salary expectation when completing their profile to help us with our screening process.

It is the policy of the Company to ensure equal employment and promotion opportunity to qualified candidates without discrimination or harassment on the basis of race, color, religion, sex, age, national origin, disability, sexual orientation, sexuality, gender identity or expression, marital status, or any other characteristic protected by law. Royal Caribbean Group and each of its subsidiaries prohibit and will not tolerate discrimination or harassment.

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