Manager, Media Measurement

3 weeks ago

Orlando, United States Universal Orlando Full time
Job Description

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: Leads the development of actionable knowledge-driven insights and analyses in marketing optimization and the guest journey, within campaigns, products and events. Leverages findings from top down marketing mix modeling results, bottom up attribution models, and consumer and marketing insights.  Provides strategic recommendations to key business stakeholders. Guides the long range annual and seasonal marketing strategy to support the guest experience of Universal Orlando. Partners with key stakeholders to drive insights derived from business goals.


The ideal candidate for this position should have an analytical foundation in Marketing, with experience working with:  



  • Cross channel attribution
  • Marketing mix/media mix modeling
  • Top-down/bottom-up attribution modeling
  • Regression analysis – specific linear regression/log-linear regression
  • Agent Based modeling
  • Forecast modeling
  • Sensitivity analysis
  • Marketing optimization

This role is hybrid from Orlando, FL.  Must be local or willing to relocate.


MAJOR RESPONSIBILITIES:


ANALYTICS



  • Focuses on optimization of Marketing efforts within paid, owned and earned media.  Identifies key areas for point of origin, campaigns, destinations, attractions, and events.
  • Manages and becomes the power user of the Cross Channel Attribution measurement platform, which consists of top down marketing mix modeling and bottom up attribution.
  • Leverages top down marketing mix modeling results, bottom up attribution, and consumer and marketing insights, in order to provide strategic recommendations.
  • Manages Cross Channel Attribution by generating actionable knowledge-driven insights and analyses
  • Advocates and develops learnings and strategies to support optimization, testing, personalization, segmentation, and enhanced targeting across channels.
  • Develops tracking and measurement plans with recommendations for performance management.
  • Analyzes performance and impact of marketing initiatives on both online and offline customer behavior.

STRATEGY & INTEGRATION



  • Guides the long range annual and seasonal marketing strategies to support the Omni-channel guest experience of Universal Orlando.
  • Partners with key stakeholders to drive necessary marketing insights and strategies in support of the business goals.
  • Works across departments to proactively identify best practice solutions to solve complex marketing challenges.
  • Assures alignment of the marketing insights and recommendations, with the overall strategic plan for the business.
  • Identifies gaps in processes and acts as a catalyst for problem solving and process creation, improvement and implementation.

EDUCATION:  Bachelor’s degree required, preferably in relatable fields such as Marketing, Business, Analytics, or Data Science. Masters in Business Administration (MBA) preferred.


EXPERIENCE: 



  • 7+ years digital and integrated marketing analytics experience required, with experience in cross-channel analytics framework development and business consulting.  Prefer experience within theme park / guest entertainment / hospitality industry; will consider equivalence in education and overall work experience. 
  • Prior top-tier consulting or professional services firm experience a plus.
  • Expertise in understanding marketing integration between CRM, Direct, Social Media, Search, Paid Media and Ecommerce.
  • Experience leading analytics projects with significant and far-ranging impact on the marketing performance of the business in both the short and long term.
  • Cross-functional expertise with marketing mix models, media measurement & attribution, and forecasting.
  • Experience leveraging marketing insights and findings to provide strategic marketing recommendations for long term planning and tactical media optimization projects.
  • Experience leading inter-departmental analytics projects, successfully leveraging cross-functional relationships with marketing channels.
  • Ability to present persuasive recommendations to leadership and key external stakeholder and communicate complex ideas and recommendations that highlights a clear decision framework based on analysis and experience.
  • Strong organizational and analytical/problem solving skills.
  • Ability to meet performance meeting targets and objectives.

Experience/Knowledge in the following areas preferred/beneficial:



  • Travel & Resort Industry, Entertainment and/or Theme Park experience
  • Digital Marketing & Analytics
  • Marketing Analytics / Adobe Analytics
  • Business Intelligence Reporting
  • Marketing Mix / Media Mix Models (power user)
  • Attribution, forecasting, and market testing
  • Top-down/bottom-up attribution modeling
  • Cross channel attribution
  • Regression analysis – specific linear regression/log-linear regression
  • Agent Based modeling
  • Sensitivity analysis
  • Marketing optimization
  • CRM Execution
  • Consumer Research and Journey
  • Consumer Data
  • 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 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.


Universal Orlando Resort. Here you can.


Universal Orlando is an equal opportunity employer. Universal elements and all related indicia TM & © 2024 Universal Studios. All rights reserved. EOE

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