Senior Analyst, Marketing - Media Measurement and Optimization

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 Analyst, Media Measurement and Optimization will play a pivotal role in enhancing our marketing strategies through data-driven insights. This position involves designing analytics solutions, managing ad-hoc requests, conducting in-depth analyses, and collaborating with cross-functional teams to drive marketing performance and optimization. It requires the development of actionable knowledge-driven insights and analyses with a focus on marketing optimization and the guest journey within campaigns, products, and events. Leverage findings from top-down marketing mix modeling results, bottom-up attribution models, and consumer and marketing insights to provide strategic recommendations to key business stakeholders and guide the long-range, annual, and seasonal marketing strategies to support the guest experience of Universal Orlando. This role requires a deep understanding in data interpretation, business analysis, and the ability to collaborate with internal and external partners to ensure reporting, data analysis, and strategy alignment for campaigns and marketing channels.

MAJOR RESPONSIBILITIES:

• ANALYTICS
• Generating actionable knowledge-driven insights and analyses with a focus on marketing optimization within paid, owned, and earned media and key business areas for point of origin, campaigns, destinations, attractions, and events.
• Become the power user of the Cross Channel Attribution measurement platform which consists of top-down marketing mix modeling and bottom-up attribution.
• Leverage top-down marketing mix modeling results, bottom-up attribution and consumer and marketing insights to provide strategic recommendations.
• Advocate and develop learnings and strategies to support optimization, testing, personalization, segmentation, and enhanced targeting across channels.
• Develop tracking and measurement plans with recommendations for performance management. Analyze performance and impact of marketing initiatives overall on both online and offline customer behavior.
• Engaging with stakeholders ranging from senior leadership to channel owners. Utilize strong reasoning to address business questions across multiple datasets and vendors.
• Conduct in-depth ad-hoc analyses on media performance analysis. Develop SQL queries to extract necessary data supporting business objectives.
• Ensure the completeness and accuracy of measurement datasets to support decision-making. Maintain marketing data sourcing, structures, and infrastructure that support measurement and reporting.
• Collaborate with internal and external teams to evolve reporting and statistical methodologies, developing innovative solutions to complex business problems.
• STRATEGY & INTEGRATION
• Guide the long-range, annual, and seasonal marketing strategies to support the Omni-channel guest experience of Universal Orlando.
• Partner with key stakeholders to drive necessary marketing insights and strategies in support of the business goals.
• Work across departments to proactively identify best practice solutions to solve complex marketing challenges.
• Assure alignment of the marketing insights and recommendations with the overall strategic plan for the business.
• Identify gaps in processes and function as a catalyst for problem-solving and process creation, improvement, and implementation.
• STAKEHOLDER COLLABORATION
• Work closely with internal stakeholders, including product, marketing, finance, and operations teams, to ensure alignment on business objectives.
• Serve as a liaison between technical and non-technical teams to ensure effective communication of data-driven insights.
• Facilitate meetings and workshops with stakeholders to gather requirements and translate business needs into analytical solutions.
• TEAM DEVELOPMENT & MENTORING
• Participate in monthly/quarterly/annual planning with the manager to ensure team objectives align and support broader business objectives.
• Proactively seek and provide feedback on areas of improvement.
• OTHER DUTIES
• Understand and actively participate in Environmental, Health & Safety responsibilities by following established policy, procedures, training, and team member involvement activities.
• Perform other duties as assigned.

EDUCATION:

• Bachelor’s degree in analytical fields required.
• Master’s degree in marketing analytics, business analytics, finance, business administration, economics, mathematics, statistics, or a related technical or quantitative field would be a plus.
  
  

EXPERIENCE:

• 5 years of experience in analytics, marketing (digital and offline), and attribution modeling, with a focus on consulting or cross-channel analytics for marketing and sales in the consumer entertainment, travel, or amusement park industry, ideally with a top-tier consulting firm.
• 3 years of experience in data analysis, statistics, and data visualization using SQL or BI platforms (Tableau or Power BI).
• Strong organizational and analytical/problem-solving skills.
• General understanding of key marketing metrics, channels (Google Ads, Paid Social, Organic, Direct, Offline), and KPIs.
• Highly analytical with strong problem-solving and critical thinking abilities. Passion for using data to solve complex business questions and drive solutions with significant and far-ranging impact on the business's marketing performance in both the short and long term.
• Demonstrated ability to leverage marketing insights and findings to provide strategic marketing recommendations for long-term planning and more tactical media optimization projects.
• Demonstrated success leading inter-departmental analytics projects, successfully leveraging cross-functional relationships with marketing leaders.
• Strong verbal and written communication skills. Ability to present complex data insights and excellent skills in listening, verbal, and written; ability to tailor communications across audiences and to develop effective working relationships with cross-functional teams.
• Ability to provide persuasive recommendations to leadership as well as key external stakeholders.
• General understanding of marketing integration between CRM, Direct, social media, Search, Paid Media, Offline Media, and E-commerce.
• Passion for the entertainment, travel/leisure industry, and guest experience optimization.
• Organized with attention to detail and time management. Ability to manage multiple projects in a fast-paced environment and a track record of performance meeting targets and objectives.
• High degree of initiative and ownership as well as a proven history of delivering results while working with several business areas in a fast-paced environment.
• Proficient skill level in Microsoft Office.
• Intellectual curiosity and a creative analytical mind.
  
  

ADDITIONAL INFORMATION:

• Cross-functional expertise with Marketing Mix Modeling (MMM), Multi-Touch Attribution methods, media measurement & attribution, and forecasting a plus.
• Master’s degree in marketing analytics, finance, business, economics, mathematics, statistics, or a related technical or quantitative field a plus.
• Statistical modeling experience, including attribution modeling and predictive modeling preferred.
• Experience in advanced analytics, machine learning, and predictive modeling techniques a plus.
• Fluency in a programming language such as Python or R a plus.
• Expertise with data visualization software (e.g., Power BI, Tableau) preferred.
• Marketing Analytics background a plus.
• Advanced knowledge of SQL and ability to write efficient and complex SQL queries.
• Consumer Research and Journey.
• Management Consulting.
• Competitive Analysis.
• Travel & Resort Industry, Entertainment &/or Theme Park experience is a plus.
  
  

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.

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