Job Location: Orlando, FL
Universal Orlando Resort believes in-person collaboration is key to our success. Many of our Team Members work in a hybrid capacity, contributing from the workplace a minimum of three days per week. Some remote opportunities are available within specific departments. There are also roles that require being on-site full time. You’ll learn more about this during the application process.
JOB SUMMARY: A key leader of the Universal Parks and Resorts (UPR) Global Marketing Analytics & Targeting (GMAT) team with ownership of the Marketing Data Science team that powers performance marketing in an increasingly people-based (individualized), omnichannel marketing environment. The person in this role advances the team’s vision, capabilities, and delivery to drive UPR’s audience targeting models, KPI forecasting, media attribution, and optimization decision-making.
MAJOR RESPONSIBILITIES:
Advanced Analytics Solution Development
- Advance the team’s vision and bring the vision to life, starting with roadmap development and prioritization, which may include items like a strategic KPI framework, audience targeting optimization, next-best-action engine development, marketing mix modeling and attribution, multi-touch attribution, customer portfolio optimization and planning, and customer journey analytics.
- Continuously innovate by staying abreast of and bringing recommendations on the latest tools and techniques (and evaluate options) associated with audience optimization, personalization, real time decisioning, and digital analytics.
- Drive the structured capture and integration of data that can be leveraged for insights, measurement, and targeting.
- Configure and work the platforms that enable us to act upon the data.
- Utilize controlled testing to measure the real-world impacts of optimizations.
- Provide marketing channel strategists with the information they need to optimize their channels and leverage cross-channel learnings to optimize more broadly.
- Expand effective reach, increase relevancy, and maximize revenue through data modeling.
- Lead the expansion of data-driven interactions across media & channels (Personalization at scale).
- Derive insights that inform the development of customer experience blueprints.
Delivery and Management
- Help connect the dots across the business by diving for a greater understanding of performance, and how to further optimize performance through the levers UPR locations possess (audience, offer, content, packaging, media, contact sequence/frequency). Includes evangelizing people-based marketing possibilities.
- Strong understanding of marketing objectives and application of data, insights, and measurement into tangible business outcomes as the ability to lead must include the ability to drive financial improvement for the organization.
- Help define and evangelize an increasingly customer-centric approach to marketing.
- Balance day-to-day tasks, ad-hoc analysis, and future-state strategic initiatives owned by the team.
- Manage the day-to-day insights that the business relies on, including both analysis to identify trends and evaluation of marketing (channel, media, offer, product/package, events) performance, AND data mining to inform audience and individual-level insights and treatment. E.g., may include items like campaign analysis, offer analysis, modeling (and scoring oversite), audience analysis, personalization and contact strategy planning and execution, media attribution and optimization, CRM analysis, and social analytics.
Leadership and Team Development
- Provides thought leadership and communicates new capabilities and insights throughout the organization via email, meetings and presentations, with diverse audiences from marketing channel managers to C-Suite executives and the chairman.
- Leads the annual planning and refinement of Measurement and Audience Targeting strategies and prioritized tactics that will most efficiently achieve company and marketing objectives.
- Develops and manages vendor engagements in order to augment the bandwidth and capabilities of internal team; includes the procurement and legal process.
- Manage, motivate and develop team to improve performance in their current role and prepare them for career growth.
- Provide direct reports with guidance in day-to-day activities, coaching for professional development and performance evaluations for merit system.
- Create organic opportunities for increased exposure throughout the organization.
- Understands and actively participates in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and team member involvement activities.
- Performs other duties as assigned.
EDUCATION: Master’s or Ph.D. degree in (Economics, Econometrics, Statistics, Analytics, Data Science, or other quantitative fields).
EXPERIENCE: 10+ years prior hands-on experience in marketing data science; or equivalent combination of education and experience.
- Subject matter expertise in programming with statistical modeling tools to fuel and deliver marketing personalization and business insights.
- Subject matter expertise in manipulating and mining data to transform business decisions that impact the bottom line.
- Strong experience leveraging visual analytics to create a seamless and inspirational story that inspires and informs business leaders with the necessary knowledge to drive revenue and customer loyalty.
- Experience working with the entire customer lifecycle from awareness through conversion to sharing and loyalty.
- Record of successful direct management and cross-functional team leadership.
- Subject matter expertise in the following areas are preferred:
- Travel and Resort Industry, Entertainment, and/or Theme Park experience
- Marketing In-Moment Personalization
- Marketing Mix Models, Agent-Based Modeling, Top-Down/Bottom-Up Attribution, Advanced Forecasting, and market testing
ADDITIONAL INFORMATION: The Director of Marketing Data Science is responsible for providing measurement and audience targeting capabilities that drive the development and optimization of all consumer marketing activities for UPR. These programs involve millions of dollars in online media spend and significant human resources and have been shown to drive hundreds of millions of dollars in incremental park revenue.
The role plays a mission-critical role in the planning, delivery, and continuous improvement of marketing sciences within UPR Global Marketing & Digital teams.
Your talent, skills and experience will be rewarded with a competitive compensation package.
Universal is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at Universal Orlando via-email, the Internet or in any form and/or method without a valid written Statement of Work in place for this position from Universal Orlando HR/Recruitment will be deemed the sole property of Universal Orlando. No fee will be paid in the event the candidate is hired by Universal Orlando as a result of the referral or through other means.
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