Head of Retailtainment

The Head of Retailtainment leads the ideation, concepting and implementation of game changing, immersive, captivating multi-sensory events and activations in Starboard retail shops at sea and on land.  Cruise shopping is a part of a guest’s overall vacation experience, so this role has the opportunity to create experiences that make shopping fun and unforgettable - while also driving store traffic, conversion and revenue. Through digital and/or physical activations, as well as a combination of scalable, sustained concepts and limited time pop-ups, we seek to attract and involve guests, driving not only shopping behavior but experiential moments they choose to share socially.  The role partners internally with merchant leaders, cruise line and land-based account teams, and marketing colleagues as well as externally with product brands and cruise line and land-based resort partners to drive the strongest results and outstanding guest experience.

ESSENTIAL DUTIES & RESPONSIBILITIES:

Retailtainment Strategy:

• Provide strategic leadership to Starboard’s onboard/land-based resort activation vision with a combination of scalable activations that could happen year-round, seasonal, itinerary related and holidays, as well as limited time pop up experiences.
• Ensure events align with cruise line, resort, and product brand identity and strategic goals.
• Lead disruptive activation concept ideation for onboard/on property activations that drive traffic and engage guests in fun and entertaining ways.
• Develop in sync with key business/category opportunities, product brand partner goals, as well as cruise line/resort specific strategic priorities.
• Leverage cutting edge technology that contributes to an exciting and scalable activation strategy.
• Through staying up to date on new consumer experiences around customization, personalization, entertainment, and digital trends, bring new Retailtainment concepts to the table.
• Identify specific vendors/partners to deliver customization, personalization, and events; negotiate costs; provide necessary specs and technical information for internal and cruise line/resort validation.
• Partner with merchants/account teams to build ROI case for new concepts.
• Create an annual calendar of fully programmed experiences and activations by cruise line and resort.      

Implementation/Execution

• Partner with cruise line/resort account teams through event ideation to execution
• Implement test approach to vet new concepts and then scale
• Develop SOP’s and directives for successful event implementation
• Creative story telling across all marketing touchpoints
• Craft all scripting and facilitate training for onboard/resort teams to deliver outstanding activations
• Be in the field to train onboard/resort teams and lead implementation of new concepts

Results Tracking

• Develop and execute streamlined results tracking of key Retailtainment KPI’s
• Partner with account teams to review activations against KPI’s to manage what stays or goes
• Partner on budget management for Onboard Marketing expenses
• Own reporting results back to product brand partners

Internal Relationships/Employee Experience:

• Foster collaboration with internal (merchants, account teams, etc.) and external stakeholders for ideation and ongoing management of Retailtainment initiatives
• Partner closely with Product Brand Marketing team to develop exciting and effective activation concepts that meet shared goals and contribute towards annual product brand marketing plans.      
• Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

QUALIFICATIONS:

Education and Experience:

• Bachelor’s degree in the field of business, marketing/sales and/or 6 years equivalent executive level work experience.
• 7+ year’s experience in Events/Experiences sector with specific ownership for new concept development, execution, and results measurement related to driving store traffic and sales.
• Cruise industry experience a plus.
• Demonstrated experience working in a highly complex, fast paced business environment.

Knowledge, Skills & Abilities:

• Demonstrated knowledge of current and coming trends in consumer experiences
• Knowledge of retail, hospitality, or travel retail operations.
• Superb communicator at all levels of an organization up to executive; possesses exemplary listening skills.
• Creative problem solver and natural entrepreneur; comfort with risk taking and ambiguity. Has both a creative and analytical mindset.
• Strong ability to manage resources across a matrixed organization
• Proven ability to meet/exceed sales and profit goals.
• Pragmatic thinker Logical and organized. Skillful at translating complex information to actionable steps.
• Proven ability to manage time to execute multiple tasks and changing priorities.
• Strong documentation skills.
• Ability to present ideas in easily understood not technical language.
• Strong communication skills with the ability to influence.
• Significant budget planning and management experience is a plus.

Decision Making: 

Makes operating decisions and takes action for a department/project/initiative. Actively participates in strategy development. Very broad guidance from management. Requires high level of problem solving ability based on complex nature of problems.

Travel Requirements:

up to 25% Travel Required

Key Competencies:

• Customer Service
• Relationship Management
• Business Acumen
• Drive for Results
• Self-Development
• Courage
• Problem Solving
• Communicating Effectively
• Teamwork and Collaboration

Other:
Position Type/Expected Hours of Work
Some flexibility in hours is permitted, employee must be available during the “core” work hours of 8:00 a.m. to 5:00 p.m. Monday – Friday and must work 30 hours each week to maintain full-time status. Occasional evening and weekend work may be required as job duties demand.

Physical Demands:
Office environment with frequent sitting, walking and standing, occasional climbing, stooping, kneeling, crouching and balancing. Frequent use of eye, hand and finger coordination enabling use of office machinery. This position requires the ability to occasionally lift office products and supplies, up to 20 pounds. Oral and auditory enabling interpersonal communication as well as communication automated devise such as the telephone.

At Starboard Cruise Services and Onboard Media curating a vibrant world can only be accomplished by vibrant and diverse teams. We are committed to nurturing a workplace where you can feel safe to show up authentically and thrive while being uniquely you. Our North Star guides us to deliver equal employment opportunities for all individuals and to providing employees with an equitable work environment free of discrimination and harassment. We also aim to extend this commitment to the partners we work with and the guests we serve. We are constantly listening, learning, and evolving to deliver on these promises.

We believe our differences make us stronger and are curious to see you leverage your lived experiences to strengthen our team, our culture and your career. At Starboard Cruise Services and Onboard Media we take action so that no one is discriminated against because of their differences, such as age, disability (physical, mental or sensory), ethnicity, gender, gender identity and expression, religion, sexual orientation, military/veteran status, genetic information, family care status or any other basis protected by federal, state or local laws. All employment decisions will be made based on business needs, job requirements and individual qualifications.

So come onboard with us and celebrate a culture that attracts top talent with shared values and forms the foundation for a great place to work.