Senior Marketing Insights Analyst

Universal Orlando Resort believes inperson 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 onsite full time. Limited remote opportunities may be available within specific departments. Youll learn more about this during the recruitment process.

JOB SUMMARY:

The Senior Analyst Media Measurement and Optimization (i.e. Senior Marketing Insights Analyst) will play a pivotal role in enhancing our marketing strategies through datadriven insights. This position involves designing analytics solutions managing adhoc requests conducting indepth analyses and collaborating with crossfunctional teams to drive marketing performance and optimization. It requires the development of actionable knowledgedriven insights and analyses with a focus on omnichannel marketing optimization and the guest journey within campaigns products and events. Leverages findings from topdown marketing mix modeling results bottomup attribution models and consumer and marketing insights to provide strategic recommendations to key business stakeholders and guides the longrange annual and seasonal marketing strategies to support the guest experience of Universal Orlando. This role requires a deep understanding in data interpretation business analysis and the ability to collaborate with internal and external partners to ensure reporting data analysis and strategy alignment for campaigns and marketing channels.

MAJOR RESPONSIBILITIES:

• ANALYTICS
  • Generating actionable knowledgedriven 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.
  • Become the power user of the Cross Channel Attribution measurement platform which consists of topdown marketing mix modeling and bottomup attribution.
  • Leverage topdown marketing mix modeling results bottomup 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.
  • Engaging with stakeholders ranging from senior leadership to channel owners. Utilize strong reasoning to address business questions across multiple datasets and vendors.
  • Conduct indepth adhoc analyses on media performance analysis. Develop SQL queries to extract necessary data supporting business objectives.
  • Ensure the completeness and accuracy of measurement datasets to support decisionmaking. Maintain marketing data sourcing structures and infrastructure that support measurement and reporting.
  • Collaborate with internal and external teams to evolve reporting and statistical methodologies developing innovative solutions to complex business problems.
• STRATEGY & INTEGRATION
  • Guide the longrange annual and seasonal marketing strategies to support the Omnichannel 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 function as a catalyst for problemsolving and process creation improvement and implementation.
• STAKEHOLDER COLLABORATION
  • Work closely with internal stakeholders including product marketing finance and operations teams to ensure alignment on business objectives.
  • Serve as a liaison between technical and nontechnical teams to ensure effective communication of datadriven insights.
  • Facilitate meetings and workshops with stakeholders to gather requirements and translate business needs into analytical solutions.
• TEAM DEVELOPMENT & MENTORING
  • Participate in monthly/quarterly/annual planning with the manager to ensure team objectives align and support broader business objectives.
  • Proactively seek and provide feedback on areas of improvement.
• OTHER DUTIES
  • Understand and actively participate in Environmental Health & Safety responsibilities by following established policy procedures training and team member involvement activities.
  • Perform other duties as assigned.

EDUCATION:

• Bachelors degree in analytical fields required.
• Masters degree in marketing analytics business analytics finance business administration economics mathematics statistics or a related technical or quantitative field would be a plus.

EXPERIENCE:

• 5 years of experience in analytics marketing (digital and offline) and attribution modeling with a focus on consulting or crosschannel analytics for marketing and sales in the consumer entertainment travel or amusement park industry ideally with a toptier consulting firm.
• 3 years of experience in data analysis statistics and data visualization using SQL or BI platforms (Tableau or Power BI).
• Strong organizational and analytical/problemsolving skills.
• General understanding of key marketing metrics channels (Google Ads Paid Social Organic Direct Offline) and KPIs.
• Highly analytical with strong problemsolving and critical thinking abilities. Passion for using data to solve complex business questions and drive solutions with significant and farranging impact on the businesss marketing performance in both the short and long term.
• Demonstrated ability to leverage marketing insights and findings to provide strategic marketing recommendations for longterm planning and more tactical media optimization projects.
• Demonstrated success leading interdepartmental analytics projects successfully leveraging crossfunctional relationships with marketing leaders.
• Strong verbal and written communication skills. Ability to present complex data insights and excellent skills in listening verbal and written; ability to tailor communications across audiences and to develop effective working relationships with crossfunctional teams.
• Ability to provide persuasive recommendations to leadership as well as key external stakeholders.
• General understanding of marketing integration between CRM Direct social media Search Paid Media Offline Media and Ecommerce.
• Passion for the entertainment travel/leisure industry and guest experience optimization.
• Organized with attention to detail and time management. Ability to manage multiple projects in a fastpaced environment and a track record of performance meeting targets and objectives.
• High degree of initiative and ownership as well as a proven history of delivering results while working with several business areas in a fastpaced environment.
• Proficient skill level in Microsoft Office.
• Intellectual curiosity and a creative analytical mind.

ADDITIONAL INFORMATION:

• Crossfunctional expertise with Marketing Mix Modeling (MMM) MultiTouch Attribution methods media measurement & attribution and forecasting a plus.
• Masters degree in marketing analytics finance business economics mathematics statistics or a related technical or quantitative field a plus.
• Statistical modeling experience including attribution modeling and predictive modeling preferred.
• Experience in advanced analytics machine learning and predictive modeling techniques a plus.
• Fluency in a programming language such as Python or R a plus.
• Expertise with data visualization software (e.g. Power BI Tableau) preferred.
• Marketing Analytics background a plus.
• Advanced knowledge of SQL and ability to write efficient and complex SQL queries.
• Consumer Research and Journey.
• Management Consulting.
• Competitive Analysis.
• Travel & Resort Industry Entertainment &/or Theme Park experience is a plus.

Related Keyterms: Data Analytics Marketing Omnichannel Media Attribution SQL Data Visualization Tableau Power BI Optimization

Your talent skills and experience will be rewarded with a competitive compensation package.

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