Manager, Direct Digital Marketing - Personalization

Job Description & Requirements

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Job Description & Requirements

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. You'll 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 personalization strategies across UDX channels to support the Company's goal of driving relevant, 1:1 guest experience. The Manager will be responsible for innovative personalized campaign strategies utilizing UDX's first-party data and machine learning algorithms, prioritization of use cases and oversight of channel execution with cross functional teams. This leader acts as a translation point of business needs into personalization strategies, and as such needs to foster strong relationships with business, technical and analytical executive partners.

MAJOR RESPONSIBILITIES:

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.

Program Management

• Oversee calendar of the various DDM projects and associated development timelines to effectively and proactively manage workflow 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.
• Understand and actively participate in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training, and team member involvement activities.
• Perform other duties as assigned.

EDUCATION:

• Bachelor's 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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