Senior Analyst Marketing Insights
Senior Analyst Marketing Insights
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1 Vacancy
Job Description
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 required preferably in marketing business analytics data science economics mathematics statistics or a related technical or quantitative field. Masters degree a plus.
EXPERIENCE:
- 5 years experience in analytics with marketing analytics experience preferred (digital and offline attribution crosschannel omnichannel)
- 3 years of experience in data analysis statistics and data visualization
- Advanced knowledge of SQL and ability to write efficient and complex SQL queries.
- Expertise with data visualization software/platforms (Power BI or Tableau preferred).
- Fluency in a programming languages such as Python or R a plus.
- Experience in advanced analytics machine learning statistical modeling and predictive modeling techniques a plus.
- Knowledge of Marketing Mix Modeling (MMM) attribution modeling / multitouch attribution methods media measurement & attribution and forecasting a plus.
- General understanding of key marketing metrics channels (Google Ads Paid Social Organic Direct Offline) and KPIs preferred.
- General understanding of marketing integration between CRM Direct social media Search Paid Media Offline Media and Ecommerce.
- Experience leading interdepartmental analytics projects successfully leveraging crossfunctional relationships with marketing leaders.
- Experience working independently with little supervision; delivering results while working with several business areas in a fastpaced environment.
- Experience leveraging marketing insights and findings to provide consulting and strategic marketing recommendations.
- Ability to provide persuasive recommendations to Sr. level leadership and key stakeholders.
- Strong verbal written and presentation skills.
- Proficient skill level in Microsoft Suite.
- Experience with Marketing in a theme park hospitality or related tourism travel or entertainment setting a plus
OTHER KEYTERMS:
- Marketing Analytics
- Consumer Research and Journey
- Marketing Attribution
- Media Measurement
- Marketing Optimization
- Management Consulting
- Competitive Analysis
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 viaemail 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.
Universal Orlando Resort. Here you can.
Universal Orlando is an equal opportunity employer. Universal elements and all related indicia TM & 2025 Universal Studios. All rights reserved. EOE
Required Experience:
Senior IC
Employment Type
Full-Time
