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. 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 all co-brand credit card acquisition and retention communication strategies to support the Company’s 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