Manager, Direct Digital Marketing Strategy

Universal Orlando•Orlando, FL

About The Position

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 will also collaborate with internal and external stakeholders to execute robust contact strategies leveraging email, direct mail, mobile and other direct marketing tactics to meet, or exceed, business objectives. These strategies include lead generation, as well as data-driven nurture and conversion initiatives, that are optimized based on advanced analytics.

Requirements

Bachelor’s degree or equivalent demonstrated professional experience in a related field (e.g., Business, Marketing, Communications.)
5+ years of experience in Digital Marketing or equivalent combination of education and experience.
Relevant experience with large scale, complex, multi-channel marketing programs.
Thorough understanding and ability to apply marketing automation, segmentation, sophisticated targeting, and rigorous testing strategies to programs.
Fluency in A/B and multivariate testing strategies and tactics.
Proven experience developing and analyzing reports to measure program success and formulating recommendations for improvement.
Experience with working with internal and external stakeholders and defining scope of work, budget, and timelines.
Experience in managing a team and guiding direct / indirect reports in day-to-day activities and coaching them on professional growth.
Understanding of direct marketing best practices and response optimization techniques.
Extensive computer knowledge and proficiency in Microsoft applications.
Working knowledge and proven experience with campaign tools, project workflow systems, analytics platforms and other related marketing technologies.

Nice To Haves

MBA a plus.

Responsibilities

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.
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.
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.
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.