Journey with us! Combine your career goals and sense of adventure by joining our incredible team of employees at Royal Caribbean Group We are proud to offer a competitive compensation and benefits package and excellent career development opportunities each offering unique ways to explore the world
We are proud to be the vacation-industry leader with global brands — including Royal Caribbean International Celebrity Cruises and Silversea Cruises — the most innovative fleet and private destinations and the best people Together we are dedicated to turning the vacation of a lifetime into a lifetime of vacations for our guests
This position will be working onsite from Miami
Position Summary:
Silversea is 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 & Storytelling
Lead 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
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
