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 Senior Manager, Digital Consumer Experience (CX) Strategy is responsible for developing and advancing the new prospect and repeat guest digital experiences, including Web & Mobile App program development for Universal Orlando Resort and Universal Studios Hollywood. This role will blend insights, data and content to optimize upper funnel and mid-funnel touchpoints and micromoments, working alongside a cross-functional group of partners to identify, prioritize and develop new programs and capabilities. The objective of this role is to apply a deep understanding of consumer experience trends and digital channel capabilities to integrate marketing programs and connect the Universal Destinations & Experiences brand and products to the guest.
MAJOR RESPONSIBILITIES:
Digital Channel Strategist
Drive the development of seamless digital experiences, programs and capabilities for seasonal event campaigns and evergreen programs.
Define top-level digital strategies to ensure all channels and guest experiences are integrated and meet or exceed business goals.
Lead brainstorming + tactical plan development and Introspectives in the pursuit of identifying, documenting, prioritizing, and developing improvements to Programs & Capabilities, resulting in interaction and journey maps depicting points of guest engagement across digital channels.
Deliver integrated Programs & Capabilities for activation in the form of Playbooks & Templates.
Continually monitor, test, and evolve consumer experiences to be audience-first and developed from a guest point-of-view.
Align with Channel leaders to identify best practices in digital marketing and consumer technology trends and establish benchmarks for measuring success of digital marketing programs and tactics.
Web & Mobile App Content Strategy
As the business owner of Web & Mobile App channels, outline experience strategy and business requirements that drive the improvement of upper- and mid-funnel content pages, supporting 1st party data collection initiatives.
Enhance website and mobile app content efforts to support engagement and movement into shopping pages.
Grow personalization and optimization efforts on Web & Mobile App to enhance the user experience.
Leadership
Oversee a Digital CX specialist to drive optimizations and experience enhancements, while balancing responsibilities and prioritization.
Inspire, lead and grow team members by leaning into the UDX culture, helping to solve/eliminate barriers and empowering them to learn and stretch.
Partner with departmental leaders to establish a culture of discipline and excellence that values working hard and playing hard, that celebrates the wins, and adopts a positive vision of the future that permeates our daily words and actions.
Partner with departmental leaders to establish a culture of discipline and excellence that values working hard and playing hard, that celebrates the wins, and adopts a positive vision of the future that permeates our daily words and actions.
Ensure team is set up to support destination goals and strategies and adjusting as the need arises. Balancing responsibilities and workloads as appropriate.
Organized Capabilities Partnership
Partner with GMAT & Digital CX Analytics to idenitify and adapt insights, test & learn findings, and analytics feedback into programs and capabilities that are focused on booked guests.
In partnership with Analytics, develop and implement dashboards that support the functions of the trip delivery journey stage, including post-purchase and in-trip moments.
Proficient in extracting and analyzing data quickly from Adobe Analytics, Quantum Metric, and Conductor platforms.
Performance Metrics (TBD on annual basis)
Deliver against KPIs to achieve OCF goals, Brand Equity Measures, TSATUnderstands 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:
Bachelor's degree in Marketing or Communications required;
MBA strongly preferred.
EXPERIENCE:
7+ years of marketing and advertising experience preferably in the travel, entertainment, or retail industry.
Very strong analytical, planning, and critical decision-making skills.
Out-of-the-box thinker with experience devising and informing content delivery strategies and tactics across the brand's websites, CRM initiatives, social media, mobile app, online retail channels, sales, and trade partners.
In-depth understanding of marketing analytics, consumer and brand research and ability to turn data into insights to drive engagement, conversion, and loyalty.
A passion for and experience with new technology and media channels, a natural trend spotter for new technologies that play roles in consumer's lives.
Cross-functional expertise and the ability to be proactive and thrive in a fast-paced, complex, and highly collaborative environment.
Experience presenting to and working with senior executives.
Ability to effectively manage change and conflicts, and problem solve in a highly collaborative environment.
Strong leadership experience. Ability to inspire and motivate a team of highly intelligent and driven individuals.
Excellent written and verbal communication skills.
Experience connecting business strategy and communication strategy to consumer needs and expectations.
Mastery of basic marketing principles, such as target segmentation, category, value proposition, positioning, and brand strategy.
Experience/Knowledge Preferred:
Understanding of key consumer segments (Florida/Orlando, Domestic US, International)
Travel & Resort Industry, Entertainment and/or Theme Park experience
Event marketing and management
Launching New Attractions or Products/Services
Brand Management
Licensed Partner Marketing models
Your talent, skills and experience will be rewarded with a competitive compensation package.
Universal Orlando Resort.Here you can.
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