Senior Specialist, Direct Digital Marketing

Universal Orlando•Orlando, FL

About The Position

The Senior Specialist, Direct Digital Marketing (DDM) is responsible for the development and execution of omni-channel CRM strategies and programs that drive annual revenue and attendance growth for Universal Destinations & Experiences. This role will 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. This role will serve as the DDM point of contact across Marketing working closely with Brand, Resort, and support teams to ensure message consistency, privacy compliance, and use of best practices, while driving a cohesive customer experience.

Requirements

Bachelor’s degree from a four-year college or university or equivalent demonstrated professional experience in a related field (e.g. Business, Marketing, Communications.)
3+ years marketing experience in Travel & Hospitality preferred; or equivalent combination of education and experience.
Experience overseeing data-driven marketing strategies from concept to completion, including audience targeting, campaign development, tactical deployment and performance reporting.
Previous experience managing marketing programs across direct channels, including email, direct mail, push, in-app, SMS and paid social.
Experience working with cross-functional teams, agencies and other partners.
Team player with excellent written and verbal communication and presentation skills, a proven ability to lead day-to-day relationships and successfully collaborate in a matrixed organization successfully.
Superior project management, trafficking, and organizational skills, with high attention to detail, proven ability to prioritize multiple projects in a fast-paced, deadline-driven environment.
Highly data-driven, an inventive problem solver, and have a high-level of accountability.
Exceptional combination of creative and strategic thinking with hands-on execution.
Previous experience developing highly-dynamic CRM, direct marketing and/or personalization programs.
Strong knowledge of customer journeys, lifecycle campaigns and segmented communication strategies.
Understanding of direct marketing best practices and response optimization techniques.
Extensive computer knowledge and proficiency in Microsoft applications
Working knowledge of campaign tools, project workflow systems, analytics platforms and other related marketing technologies.

Responsibilities

Lead the execution and monitoring of DDM initiatives, managing 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.
Partner with analytic teams the development of segmentation and propensity models, the execution of A/B and other tests, maintaining an ongoing testing framework and reporting regularly on test results.
Manage the deployment calendar, ensuring alignment with business priorities.
Lead the planning, development and ongoing management of direct marketing programs and the strategic use of first party data to increase personalization and relevancy.
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.
Partner with cross-divisional stakeholders to ensure business objectives are met by developing, and continuously enhancing, DDM programs, while working closely with the content and creative partners to design relevant and impactful content for different audience segments to drive user engagement and conversion.
Aid the development of initiatives that drive growth, new capabilities, tools and continuous improvement.
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.
Provide intern(s) guidance in day-to-day activities, coaching for professional development and mentorship.
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.