This position will be working onsite from Miami.Position Summary: We are seeking a strategic, creative, and data-driven Manager of Website Content Strategy to lead the development and execution of our digital content ecosystem. This role will be responsible for defining how content-across copy, imagery, and video-comes to life on our website to drive brand storytelling, engagement, and conversion.
This leader will own the content strategy and brand execution of a major migration to Adobe Experience Manager (AEM), ensuring that content is structured intelligently, scalable, SEO and GEO-optimized, and aligned with business and commercial goals. They will partner closely with eCommerce, UX, marketing, and technology teams to bring best-in-class digital experiences to life, while prioritizing efficient content authoring, workflows, and publishing operations.
Essential Duties and Responsibilities: Content Strategy & Governance- Develop and own the end-to-end website content strategy, ensuring alignment with brand voice, business priorities, and customer journey needs.
- Define content frameworks, taxonomy, and governance models to ensure consistency, scalability, and performance.
- Establish clear authoring standards and content guidelines to enable efficient, high-quality content creation across teams.
- Lead content audits, gap analyses, and content lifecycle management (create, maintain, retire).
Content Authoring & Operations (Priority Focus)- Design and optimize content authoring workflows within AEM, enabling scalable, efficient content production and publishing.
- Define how content should be structured, authored, tagged, and reused across components and templates.
- Partner with product and tech teams to ensure AEM supports intuitive authoring experiences for non-technical users.
- Establish roles, responsibilities, and governance for content contributors (centralized vs. distributed models).
- Improve time-to-publish, content accuracy, and consistency through streamlined workflows and tools.
- Oversee content QA processes, approval workflows, and publishing standards.
- Collaborate with DAM and asset teams to ensure seamless integration of imagery and video into authoring workflows.
- Lead regular content reviews to identify content errors and take corrective action alongside eCommerce to update content as needed.
AEM Migration Leadership- Lead the brand-side content migration from legacy platforms into AEM.
- Translate business and brand needs into modular, component-driven content models.
- Partner with UX and development to define which content belongs in which components-and why.
- Ensure content is reusable, future-proofed, and aligned to scalable design systems.
- Oversee content mapping, tagging, metadata, and migration QA.
SEO & Discoverability (Content-Focused)Own and execute SEO strategy from a content perspective, including:
- Keyword strategy and search intent mapping
- On-page optimization (headlines, metadata, internal linking)
- Content structure and readability
- Optimization for discoverability across LLMs and AI
- Embed SEO best practices directly into content authoring workflows.
- Continuously optimize content to drive organic traffic, engagement, and conversion.
eCommerce & Experience Optimization- Collaborate closely with eCommerce teams to align content with shopping journeys and conversion goals.
- Define how content supports merchandising and conversion (product pages, landing pages, category experiences).
- Determine the optimal use of AEM components for different content types.
- Contribute to testing, optimization, and personalization strategies.
Content Creation & StorytellingLead development of compelling brand and product storytelling across:
- Ship experiences
- Product offerings
- Supporting editorial content
- Oversee creation of copy, imagery, and video, ensuring consistency and quality.
- Ensure all content is customer-centric, engaging, and aligned with brand standards.
Editorial & Blog Strategy- Own the blog/content hub strategy and editorial calendar.
- Develop content that supports SEO, GEO, engagement, site traffic, and brand authority.
- Manage contributors and ensure content aligns with search and storytelling goals.
- Lead agency and vendor relationships, ensuring deliverables are aligned with content goals and brand guidelines.
- Track and optimize blog performance.
Cross-Functional Leadership- Serve as the bridge between brand, eCommerce, UX, and technology teams.
- Advocate for content-driven decision-making and authoring best practices.
- Influence digital roadmap decisions related to content, UX, and CMS capabilities.
Analytics & Optimization- Define and track content performance KPIs (SEO, engagement, conversion).
- Use data to inform strategy and optimize content continuously.
- Establish a testing framework to improve content effectiveness.
Qualifications, Knowledge and Skills: - 6-10+ years in content strategy, digital content, or web experience management
- Proven experience leading content strategy within a CMS environment, including authoring and workflow design
- Proven track record in content operations, governance, and scalable content models
- Experience with large-scale content migrations
- Strong understanding of SEO (content-side)
- Experience working with eCommerce and conversion-focused content
- Strong editorial and storytelling skills (copy + visual content)
- Familiarity with UX, content design, and modular/component-based systems
- Experience with analytics tools
We know there's a lot to consider. As you go through the application process, our recruiters will be glad to provide guidance, and more relevant details to answer any additional questions. Thank you again for your interest in Royal Caribbean Group. We'll hope to see you onboard soon!
No immigration sponsorship is offered.
Agency and Third-Party Submissions: Please note this is a direct search by the Company, and applications through agencies and other third parties will not be accepted, nor will fees be paid for unsolicited resumes. Any unsolicited resumes will be considered the Company's property.
