Manager, Media Measurement & Optimization

Universal Orlando•Orlando, FL

About The Position

JOB SUMMARY: Lead the development of actionable knowledge-driven insights and analyses with a focus on marketing optimization and the guest journey within campaigns, products and events. Leverage findings from top-down marketing mix modeling results, bottom-up attribution models and consumer and marketing insights to provide strategic media recommendations to key business stakeholder. Guide the long range, annual and seasonal marketing strategies to support the guest experience of Universal Destination & Experiences. Partner with key stakeholders to drive necessary insights derived from business goals. MAJOR RESPONSIBILITIES: ANALYTICS Manage the Cross Channel Attribution team by generating actionable knowledge-driven insights and analyses with a focus on marketing optimization within paid, owned and earned media and key business areas for point of origin, campaigns, destinations, attractions and events. Manage and become the power user of the Cross Channel Attribution measurement platform which consists of top-down marketing mix modeling and bottom-up attribution. Leverage top-down marketing mix modeling results, bottom-up attribution and consumer and marketing insights to provide strategic recommendations. Advocate and develop learnings and strategies to support optimization, testing, personalization, segmentation and enhanced targeting across channels. Develop tracking and measurement plans with recommendations for performance management. Analyze performance and impact of marketing initiatives overall on both online and offline customer behavior. STRATEGY & INTEGRATION Guide the long range, annual and seasonal marketing strategies to support the Omni-channel guest experience of Universal Orlando. Partner with key stakeholders to drive necessary marketing insights and strategies in support of the business goals. Work across departments to proactively identify best practice solutions to solve complex marketing challenges. Assure alignment of the marketing insights and recommendations with the overall strategic plan for the business. Identify gaps in processes and act as a catalyst for problem solving and process creation, improvement and implementation. TEAM DEVELOPMENT & MENTORING Conduct monthly / quarterly / annual planning with the full team to ensure team objectives align and support broader business objectives. Assist in the performance of other special duties and projects as needed in support of organizational goals. Understand and actively participate in Environmental, Health & Safety responsibilities by following established UDX policy, procedures, training, and team member involvement activities. Perform other duties as assigned.

Requirements

Bachelor’s degree required, preferably in relatable fields such as Marketing, Business, Economics, Analytics, or Data Science.
7+ years of analytics, digital and integrated marketing experience combined with management consulting or cross-channel analytics framework development preferably in support of marketing and sales functions in the consumer entertainment, travel or amusement park industry, or equivalent combination of education and experience.
3+ years of relevant experience, preferably with a top-tier consulting or professional services firm.
Demonstrated experience leading analytics projects with significant and far-ranging impact on the marketing performance of the business in both the short- and long-term.
Demonstrated cross-functional expertise with marketing mix models, media measurement & attribution, and forecasting.
Demonstrated ability to leverage marketing insights and findings to provide strategic marketing recommendations for long term planning and more tactical media optimization projects.
Demonstrated success leading inter-departmental analytics projects, successfully leveraging cross-functional relationships with marketing channels.
Strong presence to present persuasive recommendations to leadership as well as key external stakeholders, including ability to communicate complex ideas and recommendations that highlights a clear decision framework based on analysis and experience.
Expertise in understanding marketing integration between CRM, Direct, Social Media, Search, Paid Media and Ecommerce.
Passion for entertainment industry and guest experience optimization.
Strong organizational and analytical/problem solving skills.
A track record of performance meeting targets and objectives.

Nice To Haves

Master’s in Business Administration (MBA)/Data Science preferred.
Travel & Resort Industry, Entertainment &/or Theme Park experience
Marketing Mix Models (power user), attribution, forecasting, and market testing
Digital Marketing & Analytics
Marketing Analytics / Adobe Analytics
Top-down/bottom-up attribution modeling/MMM /Advanced Analytics
Business Intelligence Reporting
CRM Execution
Consumer Research and Journey
Consumer Data Management
Consulting
Competitive Analysis

Responsibilities

Manage the Cross Channel Attribution team by generating actionable knowledge-driven insights and analyses with a focus on marketing optimization within paid, owned and earned media and key business areas for point of origin, campaigns, destinations, attractions and events.
Manage and become the power user of the Cross Channel Attribution measurement platform which consists of top-down marketing mix modeling and bottom-up attribution.
Leverage top-down marketing mix modeling results, bottom-up attribution and consumer and marketing insights to provide strategic recommendations.
Advocate and develop learnings and strategies to support optimization, testing, personalization, segmentation and enhanced targeting across channels.
Develop tracking and measurement plans with recommendations for performance management.
Analyze performance and impact of marketing initiatives overall on both online and offline customer behavior.
Guide the long range, annual and seasonal marketing strategies to support the Omni-channel guest experience of Universal Orlando.
Partner with key stakeholders to drive necessary marketing insights and strategies in support of the business goals.
Work across departments to proactively identify best practice solutions to solve complex marketing challenges.
Assure alignment of the marketing insights and recommendations with the overall strategic plan for the business.
Identify gaps in processes and act as a catalyst for problem solving and process creation, improvement and implementation.
Conduct monthly / quarterly / annual planning with the full team to ensure team objectives align and support broader business objectives.
Assist in the performance of other special duties and projects as needed in support of organizational goals.
Understand and actively participate in Environmental, Health & Safety responsibilities by following established UDX policy, procedures, training, and team member involvement activities.
Perform other duties as assigned.