Vice President of Retail Cruise Brand Management na arrivia

The Vice President of Retail Cruise Brand Management is responsible for shaping the strategic direction, brand positioning, and consumer-facing identity of our direct-to-consumer cruise business. This role ensures that our cruise brands are clearly defined, consistently expressed, and translated into compelling customer experiences across channels.

This role serves as the strategic integrator, aligning multiple teams around a unified brand direction, customer promise, and retail storytelling strategy. This role partners closely with leaders across marketing, merchandising, and supply to ensure our cruise brand is differentiated, our promotions and merchandising strategies are cohesive, and our value proposition is clearly communicated throughout the entire customer journey.

The mission of this role is to strengthen our direct-to-consumer cruise brand equity, enhance the positioning and discovery of our products, and ensure that the customer experience reflects a clear and compelling value proposition from inspiration through booking and retention. Success is measured not only by revenue impact but also by improved alignment, brand clarity, customer engagement, and long-term loyalty.

Responsibilities:

Brand Strategy & Positioning

• Define and evolve the direct-to-consumer cruise brand story, positioning, and value proposition.
• Own messaging, creative direction, and brand identity across all consumer-facing retail cruise channels.
• Use consumer insights and market research to guide brand decisions and maintain relevance.
• Track and report brand health metrics such as awareness, perception, and loyalty.

Customer Experience & Go-to-Market Alignment

• Ensure the brand is consistently expressed across the consumer journey, from discovery to booking and retention.
• Partner with marketing, product, merchandising, supply, and revenue teams to align digital experience, offers, and retail presentation with brand strategy.
• Collaborate with acquisition, email, lifecycle, and social teams to align campaigns and content with brand goals.
• Advocate for testing, personalization, and content enhancements that improve clarity, engagement, and conversion.

 Insights, Leadership & Cross-Functional Influence

• Leverage data, feedback, and behavioral insights to refine brand perception and strengthen member loyalty.
• Lead cross-functional communication and planning rhythms, ensuring alignment on goals, performance, and priorities.
• Provide strategic direction—while allowing execution teams to own delivery and timelines.
• Communicate performance insights, risks, and opportunities to leadership.

Requirements:

• 10+ years of leadership experience in travel, cruise, or e-commerce, with a proven track record in direct-to-consumer growth, including customer acquisition, digital conversion, brand strategy, and commercial performance.
• Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
• Proven ability to influence cross-functional teams without direct authority.
• Strong understanding of digital performance metrics, merchandising, and customer behavior.
• Experience collaborating with product, marketing, supply, and sales to drive measurable business results.
• Strong analytical, strategic planning, and executive communication skills.

Who We Are:

Welcome to arrivia. We specialize in making brands better through the power of travel. With more than 55 years of combined experience, we’re a merger of three powerhouse brands (in case you’ve heard of us in the travel industry) combining ICE, SOR Technology and WMPH Vacations. With offices on both coasts of the US and around the world, we embrace diversity and a passion for travel across our global staff.

We’re focused on building a customer-first culture, fueled by the best travel experiences for all our members at every point in their journey. Grow with us, as we continue our path to deliver innovative solutions and take charge of change. The adventure is only beginning. We’re on a mission to help people around the world travel better and experience more. Our team members bring world-class skills to the table to create extraordinary memories for our partners and members.

Our Core Values:

Here at arrivia we…

• Stay Curious - Explore new challenges and make space to learn, grow and improve
• Keep it Real - Earn trust through open, honest and clear communication
• Own it - Seek ways to make an impact and take action.
• Win Together - Create a culture of connection and inclusion where everyone can be their best