Senior Manager, Brand Content

HollandAmerica Line has been exploring the world since 1873. Our ships offer innovative features and enriching experiences focused on destination exploration and personalized travel inviting guests to savor the journey.

The Senior Brand Content Manager at Holland America Line is responsible for designing scaling and activating the brands content systems to ensure cohesive consistent and highimpact storytelling across guest touchpoints. This role translates brand narrative and longterm strategic priorities into repeatable insightdriven content frameworks that can be efficiently activated across social media onboard experiences sales enablement integrated campaigns and partnerships. The Senior Brand Content Manager owns the development and evolution of core brand content architecture and ownable brand IP establishing standards that guide how stories are structured reused and optimized over time. Working closely with Creative Services Integrated Marketing PR Social Partnerships and agency partners this role ensures content systems are effectively activated and aligned to brand and business objectives. The position plays a critical role in identifying gaps inefficiencies or risks in brand storytelling execution and resolving them independently. This role also champions the use of emerging technologies including AI to improve scalability accelerate production and enhance storytelling effectiveness. The ideal candidate brings deep expertise in brand storytelling and content systems along with strong judgment and the ability to operate confidently in ambiguity. Success in this role enables teams to execute brand storytelling more consistently efficiently and at a higher standard across the organization.

Heresa summary of what Holland America Line is looking

Responsibilities:

• Brand Content Architecture & System Design: Own the design documentation and ongoing evolution of Holland America Lines brand content systems to enable consistent storytelling at scale. Translate highlevel brand strategy into structured reusable content frameworks that guide how stories are built deployed and refreshed over time. Define and maintain standards for narrative structure tone modularity and reuse channels and guest touchpoints. Establish clear criteria for what constitutes ownable brand IP versus campaignspecific or oneoff content. Ensure content systems are adaptable across regions platforms and formats while preserving brand integrity. Integrate measurement frameworks that allow teams to evaluate effectiveness and inform iteration. Proactively identify opportunities to simplify streamline or strengthen existing content structures. Partner with Brand leadership to ensure systems remain aligned with evolving enterprise priorities. Champion the thoughtful integration of emerging technologies including AI to improve scalability and longevity of brand content systems.

• Brand Content Activation & CrossFunctional Execution: Lead the activation of brand content systems across social media onboard experiences sales enablement and integrated marketing campaigns. Partner closely with Creative Services Integrated Marketing PR Social Itinerary Planning Revenue Operations and agency teams to translate frameworks into executable plans. Guide execution from concept through delivery ensuring work aligns with established standards timelines and performance expectations. Provide clarity and direction to teams operating within shared or matrixed ownership models. Anticipate executional risks resource constraints or misalignment and resolve them independently to maintain momentum. Ensure deliverables remain true to brand intent while accommodating operational realities. Leverage performance insights to refine activation approaches and improve impact. Balance nearterm execution needs with longterm system integrity. Enable teams to execute efficiently without requiring constant oversight or rework.

• Partnership & Experiential Storytelling Enablement: Translate approved partnerships into cohesive brand storytelling that reinforces core narratives rather than functioning as standalone executions. Shape partnership activations into integrated experiences across marketing onboard and experiential touchpoints. Provide strategic guidance on how partners are incorporated into brand stories while protecting brand equity and guest trust. Own content planning timelines asset requirements and approval processes related to partnership storytelling. Collaborate with internal stakeholders and external partners to ensure alignment on objectives roles and deliverables. Evaluate partnership content performance and identify opportunities to enhance storytelling depth and resonance. Ensure partnership content ladders up to broader brand systems and priorities. Address gaps or risks in partnership execution proactively. Enable consistent highquality partnership storytelling without increasing operational complexity.

• Social Media Brand Storytelling Oversight: Provide strategic oversight for organic social media as a distribution and amplification channel for brand storytelling. Ensure brand content systems translate effectively to platformspecific formats while maintaining narrative consistency. Guide how social content supports larger storytelling initiatives rather than operating independently. Review performance trends audience insights and platform dynamics to inform iteration and planning. Identify opportunities to test emerging formats tools or AIenabled capabilities to expand reach and engagement. Translate insights into clear recommendations that improve future content effectiveness. Partner with Social and Creative teams to align priorities and execution. Maintain a focus on quality relevance and brand voice across platforms. Support scalable social storytelling without assuming daytoday channel ownership.

• Operational Leadership Optimization & Influence: Operate as a trusted advisor within the brand organization providing clarity structure and direction across complex initiatives. Identify inefficiencies duplication or gaps in how brand storytelling is executed and implement practical solutions. Apply sound judgment to balance creative ambition performance goals and available resources. Influence crossfunctional stakeholders through clear rationale datainformed recommendations and executiveready communication. Support budget vendor and tool considerations related to content systems and activation. Guide teams through ambiguity by establishing priorities and decision frameworks. Model accountability professionalism and collaboration in all interactions. Encourage experimentation and continuous improvement while maintaining brand standards. Strengthen organizational capability by enabling others to execute brand storytelling more effectively.

Knowledge & Skills:

• Scope: The Senior Brand Content Manager operates within the Brand Marketing organization supporting Holland America Line across shoreside teams and fleetrelated guest touchpoints. The role has broad reach across marketing partnerships onboard experiences and sales enablement influencing how brand stories are expressed across multiple channels and moments in the guest journey. Responsibilities span both ongoing brand platforms and priority initiatives requiring coordination across internal teams and external partners. The role partners closely with Creative Services Integrated Marketing Public Relations Social Media Itinerary Planning and Revenue Operations to align brand storytelling with guest experience and commercial priorities. The position functions in a matrixed environment where ownership is shared and clarity of direction is essential. Decisions made within this scope influence execution quality and organizational efficiency across multiple teams.

• Problem solving: This role addresses complex and often ambiguous challenges related to scaling brand storytelling across diverse teams platforms and timelines. Problem solving requires synthesizing brand priorities performance insights operational constraints and stakeholder input to determine effective paths forward. The role anticipates risks such as misalignment duplication or inconsistent execution and intervenes proactively. Solutions often involve designing sustainable approaches rather than onetime fixes. The position regularly balances competing priorities resource limitations and longterm brand considerations. Challenges are rarely prescriptive and frequently require independent judgment. The role identifies patterns gaps or opportunities that may not be immediately visible to others. Effective problem solving ensures momentum is maintained without compromising brand standards.

• Impact: The Senior Brand Content Manager has a meaningful impact on how consistently and efficiently the organization delivers brand storytelling. By enabling structured and repeatable approaches the role improves execution quality across multiple guest touchpoints. The position helps reduce fragmentation rework and inefficiencies across teams. Its influence strengthens alignment between brand expression and business priorities. Over time the role contributes to higher standards within the brand content discipline. The impact extends across functions rather than being isolated within a single channel. Decisions made in this role shape how teams collaborate and operate. The cumulative effect supports stronger brand equity and more effective use of resources.

• Leadership: This role requires strong people leadership combined with the ability to lead through influence in a matrixed organization. The role partners closely with Creative Services Integrated Marketing Public Relations Social Media Itinerary Planning and Revenue Operations to align stakeholders and resolve dependencies. Beyond direct management the position guides crossfunctional teams and agency partners without formal authority. Leadership is demonstrated through sound judgment and thoughtful decisionmaking. The role models accountability professionalism and collaboration across teams. Effective leadership in this position builds clarity trust and sustained momentum.

Requirements

• Bachelors degree in Marketing Communications Business or a related field or equivalent professional experience.

• Minimum of 8 years of professional experience in brand content storytelling marketing media or related disciplines within a consumerfacing organization.

• Demonstrated experience working in a matrixed organizational environment with multiple stakeholders.

• Proven ability to operate independently with accountability for outcomes and decisionmaking.

• Familiarity with workplace policies procedures and professional standards applicable to a corporate environment.

• Working knowledge of collaboration tools and platforms used to manage crossfunctional work and agency relationships.

• Demonstrated experience designing implementing or operationalizing brand content frameworks or systems that scale across multiple channels and touchpoints.

• Proven experience translating strategic brand direction into structured actionable approaches that enable consistent execution.

• Experience partnering closely with crossfunctional teams such as Creative Integrated Marketing Social Public Relations and commercial or operational teams.

• Demonstrated ability to manage complex initiatives involving competing priorities ambiguity and interdependencies.

• Experience using data insights or performance indicators to inform decisions and optimize outcomes.

• Proven capability to identify inefficiencies or gaps and implement practical sustainable solutions.

• Experience managing or influencing external partners vendors or agencies to deliver work aligned with brand and business objectives.

• Demonstrated people leadership experience including coaching prioritization and performance support for direct reports or project team members.

Travel: Less than 25% with shipboard travel likely

Work Conditions: Work primarily in a climate-controlled environment with minimal safety/health hazard potential.

Physical Demands: Must be able to remain in a stationary position at a desk and/or computer for extended periods of time.

This position is classified as in-office. As an in-office role it requires employees to work from Holland America Lines office in Seattle Monday through Thursday each week.

What You Can Expect

• Cruise and Travel Privileges for You and Your Family
• Health Benefits
• 401(k)
• Employee Stock Purchase Plan
• Training & Professional Development
• Tuition & Professional Certification Reimbursement
• BaseSalaryRange: $88100 to $119000The range is applicable for the labor market where the role is intended to be salary isdirectly relatedto eachcandidatesqualifications and experience uniquely.

Our CultureStronger Together

Our highest responsibility and top priorityiscompliance environmental protection and the health safety and well-being of our guests the people in the communities we touch and serve and our shipboard and shoreside visit our site to learn more about our Culture Essentials Corporate VisionStatementand our Core Values at: Americais an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to age ancestry color family or medical care leave gender identity or expression genetic information marital status medical condition national origin physical or mental disability political affiliation protected veteran status race religion sex (including pregnancy) sexual orientation or any other characteristic protected by applicable lawsregulationsand ordinances.

Americans with Disabilities Act (ADA)

Holland America will provide reasonable accommodations with the application process upon your request asrequiredtocomply withapplicable you have a disability and requireassistancein this application process please contact

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