Job Description & Requirements
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Job Description & Requirements
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. There are also roles that require being on-site full time. Limited remote opportunities may be available within specific departments. You'll learn more about this during the recruitment process.
JOB SUMMARY:
The Manager of Direct Digital Marketing will help lead a best-in-class team responsible for the development and execution of omni-channel, data driven strategies and programs that drive annual revenue and attendance growth for Universal Destinations & Experiences (UDX). This role is responsible for the development, implementation, and management of personalization strategies across UDX channels to support the Company's goal of driving relevant, 1:1 guest experience. The Manager will be responsible for innovative personalized campaign strategies utilizing UDX's first-party data and machine learning algorithms, prioritization of use cases and oversight of channel execution with cross functional teams. This leader acts as a translation point of business needs into personalization strategies, and as such needs to foster strong relationships with business, technical and analytical executive partners.
MAJOR RESPONSIBILITIES:
Leadership
- Lead direct report(s) providing guidance in day-to-day activities, coaching for professional development and performance evaluations.
- Lead a team of DDM professionals and agencies in the development, execution, and maintenance of 1:1 campaigns across direct channels supporting Universal Orlando Resort and Universal Studios Hollywood.
- Manage all consumer direct communication and lifecycle programs including (but not limited to) lead generation, lead nurture, conversion campaigns and post purchase tactics across email, direct mail, push, in- app, mobile, SMS, and paid social channels.
- Represent the team as needed in pertinent product, segment, and other business-related meetings.
Program Management
- Oversee calendar of the various DDM projects and associated development timelines to effectively and proactively manage workflow for on-time and on-budget execution.
- Improve the overall performance of DDM activities by deploying new methods, tools and testing to elevate the use of data, segmentation, and dynamic content.
- Partner with Analytics team on the development of analytical reports that track all program and campaign performance.
- Lead the execution and monitoring of DDM initiatives.
- Manage the end-to-end implementation of data-driven programs, including concept development, audience segmentation, tactical deployment, performance reporting, and ongoing optimization.
- Ensure programs deliver a 1:1 customer experience by implementing targeting, modeling, and personalization capabilities in programs to drive increased engagement, conversion, and ROI.
- Manage the deployment calendar, ensuring alignment with business priorities.
- Partner closely with the Creative team to create consistent, brand-driven messaging and visual design and seek approvals on creative concepts, as well as final product, from all project stakeholders, senior management, legal and/or 3rd party partners.
- Partner with analytic teams on use cases that guide the development of segmentation and propensity models to drive audience selection, product message and next best action recommendations.
Strategy & Planning
- Conceptualize, create, and execute cohesive, data-driven, customer-centric experiences and messaging across direct, 1:1 channels.
- Collaborate with marketing partners to understand product and messaging priorities.
- Manage lead generation efforts that increase 1st party data capture and lead nurturing strategies that drive Guests down the vacation planning cycle. Conceptualize, create, and execute cohesive, data-driven, customer-centric experiences and messaging across direct, 1:1 channels.
- Lead the planning, development, and ongoing management of direct marketing programs.
- Responsible for dynamic content strategies that support various transactional and promotional messages sent across the customer journey aimed to drive engagement, conversion, retention and win-back.
- Build and refine audience/event-based communication triggers across the customer journey that deliver personalized, relevant content across multiple customer touch points, including email, direct mail, push, in-app, SMS and paid social.
- Lead strategic use of first party data to increase personalization and relevancy; defining data needs and consistently pushing overall data strategy forward.
- Partner with cross-divisional stakeholders to ensure business objectives are met by developing, and continuously enhancing, DDM programs.
- Work closely with the content and creative partners to design relevant and impactful content for different audience segments to drive user engagement and conversion.
- Partner with analytics teams to conduct A/B and other tests, maintaining an ongoing testing framework and reporting regularly on test results.
- Understand and actively participate in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training, and team member involvement activities.
- Perform other duties as assigned.
EDUCATION:
- Bachelor's degree, or equivalent demonstrated professional experience in a related field (e.g., Business, Marketing, Communications.)
- MBA a plus.
EXPERIENCE:
- 5+ years of experience in Digital Marketing; or equivalent combination of education and experience.
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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What We Do
For years, we’ve been creating a legacy of unforgettable experiences for our guests. Our guests are immersed into the sights and sounds of some of the greatest movies and most legendary stories, and our Team Members are the ones who help make those incredible experiences come alive. Our Team Members realize that delivering world-class service is more than just an expectation…it’s The Universal Way. It’s who we are. It’s what we do. And, it’s the reason we strive to be recognized as the number one entertainment destination in the world.
As a part of the COMCAST NBCUniversal family, we are as committed as ever to continuing to build spectacular experiences based on the most compelling and dynamic movies, books and TV franchises in the universe. We are poised for growth and success and are focused on the future. Our Team Members not only deliver experiences of a lifetime, they create them!
At Universal Orlando Resort™, we create a balanced and rewarding work environment while encouraging individual growth and development. As a Team Member, we’ll partner with you to help identify your personal goals and provide career guidance. Best of all, it’s our philosophy to always try and promote from within first. Now, what could be more promising than that!
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