Job Description

Job Title : Senior Brand Manager – P&O Cruises

Department : P&O Cruises brand and Product Development

Reporting to (Job Title) : Director, Brand P&O Cruises

No of Direct Reports : 3

Titles of Direct Reports: Brand Manager x 2, Brand Executive x 1

Size of Department: 6

Budget Responsibility (direct) : £2m (A&P)

Revenue Responsibility (direct) : N/A

Date of issue: June 2019

Issued by (name): Amy Harman

This role has been levelled at a CUK level 6

Overall Purpose of Role:

The focus of the role will be to ensure the successful long term strategic development of the P&O
Cruises brand by leading the day to day brand development department, overseeing the planning,
integration and delivery of the brand & product development plan. An integrated rolling plan that
drives the long term strategic development of the P&O Cruises brand proposition and brand
experience, in line with the needs of our target audience and the long and short term commercial
objectives of the business.

The Senior Brand Manager will act as a strategic partner across the business – proactively
influencing, directing and consulting across varied projects in order to ensure alignment to the
overarching brand strategy.

The role will also ensure P&O Cruises is identifying, developing and capitalising on opportunities to
work with brand partners and individuals as well as extending the existing associated brand
partnership opportunities.

Main Activities and Responsibilities

Leadership & Planning:

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  You’ll take ownership of the rolling brand plan, tracking against milestones and ensuring
resource is allocated against business priorities.
 You’ll lead on planning / coordinating and implementing cross functional brand initiatives
(proposition development & projects) as directed by the Brand Director or planned as
identified in the brand planning cycle.
 Deputise for Brand Director as required.

Brand Development:
 You’ll drive the 3 year rolling brand strategy, managing the strategic agency relationship and
allocation of agency hours/resource to deliver against priorities & goals.
 You and your team will act as the internal ‘voice of the brand’ to ensure internal stakeholders
& teams continue to understand and deliver against our brand vision (the brand lighthouse).
 Ensure that the brand lighthouse is effectively and correctly understood and executed across
all customer touch-points from creative execution of marketing, ‘People & Process’
documentation and experience on board our ships.
 Keep abreast of brand trends (sector/non-sector) and ensuring new opportunities are
brought to the table for consideration / review.

Brand partners:
 Devise & Lead the brand partnership strategy in support of our key brand pillars to drive
brand consideration amongst current and future targeted audiences – this includes
identifying and creating business cases for new partnerships
 Act as day-to-day contact for our brand partners and work with the Guest Experience,
Marketing & Sales and PR teams to ensure that all brand partner activity is effectively
executed and communicated in all relevant channels (on/offline).
 Work with Brand Director, Insight and Finance teams to put in place KPIs to measure brand
partner performance and inform future planning. Work with Legal and procurement teams
to manage contract renewals.

Brand Influencer:
 Use existing and new research to fully understand the evolving needs of our target audience
(both current and future), and develop a strategic ‘business partner’ consultative relationship
with key business departments (incudes product, Marketing, sales and GE) to ensure
strategies (and execution thereof) remains in line with the long-term development of the
brand.
 Act as brand lead on Gfk brand tracking KPIs and performance to ensure all brand initiatives
and priorities support shift in consideration, familiarity and brand image.

Proposition Lifecycle:
 Lead the creation of brand proposition guides where required to drive creation of product &
guest experience.
 Work with Guest Experience, Product Development, Marketing, sales and Customer Services
to develop a culture of continuous improvement which is customer focussed, commercially
viable and addresses the full customer journey on board and ashore, and is prioritised by
customer research findings.

Brand Guidelines and Assets:

 Lead the ongoing development and adherence to the P&O Cruises brand guidelines within
communications (consumer marketing, sales, on board & contact centre).
 Ensure all brand assets are kept up to date and accessible to stakeholders, including visual
identity guidelines, tone of voice guidelines, logo assets, photography and
illustration/animation

People Management:
 Lead and develop your team through sharing knowledge, empowerment and
best practice
 Attend training and development programs as and when required, improving

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 performance and promoting self-development
 Providing insight rational to resourcing/structural needs

Budget Management / Financial Responsibilities / Revenue / Sales / Cost Management / Cost

Control:
 Oversee the brand partner and brand development budget
 Take into account the cost impact of all proposals and ensure cost efficiency of all brand
products and services, to match customer budgets and meet brand commercial objectives.
 Ensure contracts are in place to optimise third party relationships and are in compliance with
all legal requirement
 Use strategic insight to plan year on year budget dependant on commercial requirements.
 Ensure the agency adheres to agreed audit procedures, and ensure quarterly/annual agency
reviews are completed and with clear actions agreed on both parties

Administration Responsibilities:
 Ability to construct sound brand proposition proposals, with commercial based business cases for
any changes necessary to the brand specification
 Ensure all areas of responsibility meet with legal and regulatory protocol.
 Manage all admin responsibilities linked to budget, planning and team management
responsibilities.
 Construct sound commercial based business cases for any changes necessary to the brand
specification.

Other Responsibilities
 Attend Marketing Department Meetings and Guest Experience Planning Meetings and develop
good working relationships with key Operations and senior shipboard personnel
 Chair cross functional steering groups at senior management level where required
 Liaise closely with key stakeholders through agreed work flow processes

HESS Responsibilities

 Lead by example by taking care of the health and safety of yourself and others
 Report all accidents, ‘near miss’ incidents and work related ill health conditions to your
manager/supervisor/team leader
 Follow safety rules and procedures
 Use work equipment, personal protective equipment, substances, and safety devices correctly
 Take part in safety training & risk assessments and suggest ways of reducing risks
 Appoint shore side risk assessment Subject Matter Expert's as required to review and approve
ship risk assessments
 Actively promote safe working within your team and encourage safe behaviours
 Demonstrate safety leadership in accordance with our Safety behaviours

Other Features of Job (travel, hours of work, working conditions etc):

 Main place of work will be Carnival House, Southampton.

 Periodic travel away from the office, ship visits or other operating companies.
 Work during the standard office hours 9am – 5pm, with out of hours work, as required.
 Flexible working available upon discussion with the line manager.

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 Person Specification

Job Title: Senior Brand Manager – P&O Cruises

Department : P&O Cruises Brand & Product Development

Education, Qualifications and Training

Desirable:
 Industry recognised qualifications, e.g. CIM.
 Educated to a degree level in a relevant subject, e.g. Business Management or Hotel
Management.

Experience

Essential:
 Blue chip brand management experience developed in a B2C environment
 Experience of managing, developing and implementing brand and customer centred
strategies
 Use of research to evidence and plan
 Experience of building multi-faceted relationships with third parties
 Excellent and proven negotiation skills
 Experience of product development
 Experience of influencing at a senior level
 Team Management
 Commercial cost /quality understanding

Candidates, who will enjoy and excel in this role, will naturally:
 Be highly creative and innovative in approach with the ability to inspire immediate and
indirect teams
 Have an unrelenting focus on guest needs and the ability to align their needs with our
business commercial needs
 Maintain a broad strategic perspective, whilst having a foot in and a good understanding of
the detail
 Be a master in influencing and collaboration– this role is integral to ensuring our brand
architecture is understood and executed business wide
 Have a creative approach but with a very strong handle on the commercials and
understanding of the need to design and develop concepts that generate incremental
revenue.
 Have strong leadership skills with the ability to drive initiatives in a large complex business
where working cross-functionally is key
 Have strong planning skills with an instinct for foreseeing potential challenges and coming up
with plans to resolve
 Thrive at the prospect of delivering inspirational presentations to broad audiences and senior
stakeholders
 Get stuck in and not be afraid to operate at different levels based on the changing needs of
the business.

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