Director, Direct Digital Marketing and CRM

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 Director of Direct Digital Marketing leads 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. This role serves as the organization’s subject matter expert on direct marketing trends, best practices, and technologies, ensuring compliance with Privacy, Information Security, and Data Governance. It involves driving thought leadership for the adoption of journey best practices, emerging communication formats, and technology solutions. Collaborating with the Executive team, this role develops, optimizes, and executes the area’s vision for direct and digital touchpoints across the organization’s customer marketing experience.

MAJOR RESPONSIBILITIES:

Leadership

• Lead a team of DDM professionals and agencies in the development, execution, and maintenance of 1:1 campaigns across direct channels supporting domestic locations.
• Serve as the organization’s subject matter expert on direct marketing trends, best practices, and technologies, while ensuring compliance with all appropriate Privacy, Information Security, and Data Governance protocols and laws.
• Drive thought leadership and perspective for adoption of journey best practices, emerging communication formats/channels, and technology solutions, as appropriate.
• Collaborate with the full Executive team to develop, optimize, and execute the company’s vision for direct and digital touchpoints across the UPR customer marketing experience.
• Provide direction on training opportunities for growth and development of the team through courses, conferences and/ or either through Salesforce Marketing Cloud training courses or Competency Series offerings provided by HR Development.

Strategy & Planning

• Own the strategy and oversee execution of B2C and B2B CRM efforts that drive awareness, consideration and conversion, to grow new user acquisition, engagement and retention – while working collaboratively.
• Drive database growth by partnering throughout the organization to drive 1p data collection.
• Collaborate with data and analytics teams to develop segmentation and personalization strategies that deliver the right message at the right time to the right customer in the right channel.
• Participate in the planning, requirement gathering and onboarding of new MarTech products to be managed by the team, as needed.
• Develop automated, trigger-based B2C and B2B CRM programs based on key milestones across the customer lifecycle, and across channels, that increase engagement, retention and revenue.
• Develop the annual operating plan/budget for DDM support including program support, resources, and budget.
• Own and oversee the development of initiatives that drive growth, new capabilities, tools, and continuous improvement.

Program Management

• Accountable for DDM campaign calendar to ensure timely and accurate execution of B2C and B2B programs and campaigns.
• Manage all aspects of budget, including annual planning and monthly forecasts.

Other

• 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.

EDUCATION:

• Bachelor’s degree is required;
• or equivalent demonstrated professional experience in a related field (e.g., Business, Marketing, Communications).
• An MBA preferred.

EXPERIENCE:

• 10+ years of experience in Digital Marketing
• 5+ years of direct leadership experience.
• 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.

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