Manager, Direct Digital Marketing – Co-Brand Credit Card

Universal Orlando Resort believes in-person 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 on-site full time. Limited remote opportunities may be available within specific departments. Youll learn more about this during the recruitment process.

JOB SUMMARY:

The Manager of Direct Digital Marketing will help lead a best-in-class team responsible for the development and execution of omni-channel data driven strategies and programs that drive annual revenue and attendance growth for Universal Destinations & Experiences (UDX). This role is responsible for the development implementation and management of all co-brand credit card acquisition and retention communication strategies to support the Companys goal of driving relevant 1:1 guest experience. Serves as the key Digital & Technology point of contact for Marketing Communications (MarComm) and is an active participant for Tech and Loyalty workstreams for Orlando and Hollywood. This role will need to build and foster strong relationships with both internal and external partners.

MAJOR RESPONSIBILITIES:

Program Management

• Oversee calendar of the various DDM projects and associated development timelines to manage workflow effectively and proactively for on-time and on-budget execution.
• Improve the overall performance of DDM activities by deploying new methods tools and testing to elevate the use of data segmentation and dynamic content.
• Partner with Analytics team on the development of analytical reports that track all program and campaign performance.
• Lead the execution and monitoring of DDM initiatives.
• Manage 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.
• Manage the deployment calendar ensuring alignment with business priorities.
• 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.
• Partner with analytic teams on use cases that guide the development of segmentation and propensity models to drive audience selection product message and next best action recommendations.

Strategy & Planning

• Conceptualize create and execute cohesive data-driven customer-centric experiences and messaging across direct 1:1 channels.
• Collaborate with marketing partners to understand product and messaging priorities.
• Manage lead generation efforts that increase 1st party data capture and lead nurturing strategies that drive Guests down the vacation planning cycle. Conceptualize create and execute cohesive data-driven customer-centric experiences and messaging across direct 1:1 channels.
• Lead the planning development and ongoing management of direct marketing programs.
• 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.
• Lead strategic use of first party data to increase personalization and relevancy; defining data needs and consistently pushing overall data strategy forward.
• Partner with cross-divisional stakeholders to ensure business objectives are met by developing and continuously enhancing DDM programs.
• Work closely with the content and creative partners to design relevant and impactful content for different audience segments to drive user engagement and conversion.
• Partner with analytics teams to conduct A/B and other tests maintaining an ongoing testing framework and reporting regularly on test results.

Leadership

• Lead direct report(s) providing guidance in day-to-day activities coaching for professional development and performance evaluations.
• Lead a team of DDM professionals and agencies in the development execution and maintenance of 1:1 campaigns across direct channels supporting Universal Orlando Resort and Universal Studios Hollywood.
• Manage all consumer direct communication and lifecycle programs including (but not limited to) lead generation lead nurture conversion campaigns and post purchase tactics across email direct mail push in- app mobile SMS and paid social channels.
• Represent the team as needed in pertinent product segment and other business-related meetings.
• 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.

EDUCATION:

• Bachelors degree or equivalent demonstrated professional experience in a related field (e.g. Business Marketing Communications.)
• MBA a plus.

EXPERIENCE:

• 5 years of experience in Digital Marketing;
• or equivalent combination of education and experience.

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 via-email 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.

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