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:Design, develop and evaluate advanced predictive and machine learning models with a focus on the personalization and optimization of marketing tactics. Analyze and extract relevant information about guest behaviors and preferences from both structured and unstructured data to better understand marketing opportunities. Help define and optimize segmentation strategy using a variety of techniques, ranging from statistical analysis to complex data mining and modeling. Conduct advanced analysis on various marketing efforts to gauge performance, impact and effectiveness against the desired results. Deliver clear and compelling findings with data visualization tools and presentations that inform and inspire internal stakeholders to make better business decisions. Collaborate with colleagues in Marketing Operations and IT to infuse predictive analytics into customer touchpoints, driving increased relevance and business performance.MAJOR RESPONSIBILITIES:Marketing Strategy and InsightsEngage with internal partners to translate business problems into a framework for advanced analysis and collaborate to establish project goals and deliverables.Use advanced analytics approaches for attribution to support the marketing optimization of paid, owned and earned media to drive actionable media insights across key business areas for point of origin, campaigns, destinations, attractions and events.Leverage top down marketing mix modeling results, bottom up attribution and consumer and marketing insights in order to provide strategic recommendations.Provide strategic guidance in working alongside the technology department in defining business requirements and enabling the data processing system for modeling.Visualize media performance and attribution results in an interactive dashboard.Personalization and Audience StrategyDevelops segmentation, propensity and look-a-like modeling of individuals across known, identified and anonymous audiencesCreate the analytics to leverage known, inferred and appended information about individuals to facilitate the right content, at the right time, across a guest's planning, shopping, fulfillment and on-property experience.Create a comprehensive understanding of consumer behaviors that drives audience strategy, improves the customer experience and generates revenueDefine and produce deliverables that identify opportunities to shape consumer experiences that inform and inspire internal stakeholders and decision makers.Team Development and MentoringMentor direct reports on a weekly basis to guide them on performance, and personal and career growth.Conduct monthly / quarterly / annual planning with team to ensure team objectives align and support broader business objectives.Other DutiesUnderstands 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:Master's degree required - Economics, Econometrics, Statistics, Analytics or Data ScienceEXPERIENCE:5+ years' prior hands-on experience in data science.Strong experience in programming with statistical modeling tools to fuel and deliver marketing personalization and business insights.Strong experience in manipulating and mining data to transform business decisions that impact the bottom line.Experience leveraging visual analytics to create a seamless and inspirational story that inspire and inform business leaders with the necessary knowledge to drive revenue and customer loyalty.Experience in the following areas preferred:Travel & Resort Industry, Entertainment &/or Theme Park experienceMarketing PersonalizationMarketing Mix Models, attribution, forecasting, and market testingDigital Marketing & AnalyticsBusiness Intelligence ReportingCRM ExecutionConsumer Research and JourneyConsumer DataCompetitive AnalysisYour talent, skills and experience will be rewarded with a competitive compensation package.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
