Senior Analyst Omnichannel Marketing Analytics Mix ModelAttribution
Senior Analyst Omnichannel Marketing Analytics Mix ModelAttribution
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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. Omnichannel Marketing Analyst) plays a pivotal role in enhancing Universals marketing strategies through datadriven insights. This is a technical role that involves conducting indepth analyses of omnichannel marketing attribution and seeks to optimize Universals Marketing campaigns and the consumer journey through an omnichannel marketing ecosystem (on and offline). This role will closely collaborate with crossfunctional teams and senior leaders using analysis and persuasive consulting to create marketing strategies and drive marketing performance and optimization. It leverages findings from topdown marketing mix modeling results bottomup attribution models and consumer and marketing insights to provide strategic recommendations and guides the longrange annual and seasonal marketing strategies of Universal. This role requires a deep understanding in data interpretation business analysis and the ability to collaborate with internal and external partners ensuring reporting data analysis and strategy alignment for campaigns and marketing requires the development anddesign of analytics solutions manages adhoc requests and provides actionable insights.
MAJOR RESPONSIBILITIES:
ANALYTICS
- Generating actionable knowledgedriven insights and analyses with a focus on marketing optimization
- 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 in analytical / technical discipline (marketing analytics data science mathematics statistics economics finance or a related)
- Masters degree a plus.
EXPERIENCE:
- 5 years technical analytics experience required
- 3 years Marketing Analytics experience required (offline and digital)
- Prior experience working with outputs of Marketing Mix Models and MultiTouch Attribution / Models experience required
- Prior Omnichannel marketing analytics crosschannel attribution media measurement and forecastingstrongly preferred
- General understanding of marketing integration between digital and offline crosschannels
- General understanding of key marketing metrics KPIs and marketing channels
TECHNICAL SKILLS:
- 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 marketing analysis of digital and offline attribution modeling and crosschannel / omnichannel analytics
- Experience in advanced analytics machine learning statistical modeling and predictive modeling techniques a plus
- Proficient skill level in Microsoft Suite.
OTHER:
- Experience leveraging marketing analysis in providing consultative persuasive recommendations to senior leadersand key stakeholders.
- Experience leading interdepartmental analytics projects and successfully leveraging crossfunctional relationships
- Experience working independently with little supervision; delivering results while working with several business areas in a fastpaced environment
- Strong verbal written and presentation skills.
- Experience with theme park hospitality or related tourism travel or entertainment industry setting a plus
KEYTERMS:
Marketing AnalyticsOmnichannel MarketingConsumer JourneyMarketing AttributionMedia MeasurementMarketing OptimizationManagement Consulting
Your talent skills and experience will be rewarded with a competitive compensation package.
Universal Orlando Resort. Here you can.
Required Experience:
Senior IC
Employment Type
Full-Time
