Sr. Manager, Marketing Omni Channel Strategy

Universal Orlando Orlando , FL 32801

Posted 4 weeks ago

JOB SUMMARY: The objective of this role is to apply a deep understanding of sales and communication channel capabilities to integrate marketing campaigns and connect the Universal Orlando brand and products to the consumer. With consultation from cross-functional teams, the Sr Manager champions the consumer's journey across channels to achieve business and campaign objectives.

MAJOR RESPONSIBILITIES:

Omni-Channel Strategy

  • Lead Omni-Channel Strategy, focused on deepening relationships with consumers and moving them through the consumer journey.

  • Translate Brand Communication roadmaps (including Product/Offer Input, Audience Briefs, Creative Briefs and Business Goals) into

  • Omni-Channel Strategic Frameworks to align sales and communication channels with audience strategy, goals and objectives.

  • In partnership with Analytics, adapt business goals into channel-level KPI maps that ladder into overarching business objectives and provide a tactical planning framework for channel integration.

  • Partner across consumer direct, trade, sales and PR for input into omni-channel frameworks and to drive alignment across key stakeholders and senior leadership.

  • Serve as a champion for the consumer experience across all Universal Orlando digital touch-points, constantly refining the user journey with a focus on serving our Guests in their moment need and guiding them to the next best action.

Omni-Channel Integration

  • Drive cross-functional teams to develop and evolve ideas into communication plans to achieve business objectives and deliver against guest experience needs for Universal Orlando.

  • Coordinate and lead campaign kickoffs, integrating Brand, Creative, Sales, Trade, Integrated Media & Digital, Legal, Licensed Partners, etc., in the socialization and alignment of key campaign inputs.

  • Lead brainstorming with key stakeholders and subject matter experts, in development of viable omni-channel campaign platform options, delivering potential platforms to creative teams for further exploration.

  • Guide omni-channel stakeholders through action workshops to ideate, collaborate and validate tactical communication plans against the KPI goals and strategies outlined in the Omni-Channel Strategic Framework.

  • Deliver a draft omni-channel tactical plan to Brand, including interaction and journey maps depicting points of guest engagement across all sales and communication channels, for incorporation into the Integrated Communication Plan.

Guest Experience Champion

  • Partner with Omni-Channel leaders to utilize data and insights to provide strategic input to segment marketing teams, ensuring alignment and a cohesive experience across touch-points.

  • Maintain focus on the ongoing refinement of the consumer journey, its touchpoints and channel opportunities / integration across all channels.

  • Develop and maintain a core understanding of Universal Orlando always-on communication efforts across all channels, their integrations, and ongoing opportunities to refine and optimize in light of changes to the consumer journey.

Performance Metrics (TBD on annual basis)

  • Omni-Channel KPIs to achieve OCF goals, Brand Equity Measures, TSAT

  • 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.

QUALIFICATIONS:

  • A track record of performance meeting targets and objectives.

  • 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 web sites, CRM initiatives, social media, mobile technology, 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

EDUCATION: Bachelor's degree in Marketing or Communications required; MBA strongly preferred.

EXPERIENCE: 7-10 years of marketing and advertising experience preferably in the travel, entertainment or retail industry; 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.

Universal Orlando Resort. Here you can.

Universal Orlando is an equal opportunity employer. Universal elements and all related indicia TM & 2020 Universal Studios. All rights reserved. EOE


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Sr. Manager, Marketing Omni Channel Strategy

Universal Orlando