NBC Universal Senior Director, Data Sciences and Digital Analytics in Orlando, Florida
Senior Director, Data Sciences and Digital Analytics
Job ID: 505942
Marketing & Sales
Universal Parks & Resorts is comprised of Universal Orlando Resort, Universal Studios Hollywood, Universal Studios Japan, Universal Studios Singapore, as well as a new destination coming in Beijing, China. We are a universe of opportunities for people who have a lot to offer. It takes a special kind of person to work at all of our destinations. An individual who knows how to be part of a team. Someone with a sense of fun who’s serious about their work. A person who knows it doesn’t take magic to put a smile on a guest’s face… it takes hard work, dedication, knowledge and just the right amount of Universal attitude. Universal’s theme parks offer exactly the kind of vacation families crave – bringing together popular culture’s most compelling stories, characters and adventures to create some of the world’s most innovative and entertaining attraction experiences. These are immersive, next-level, adventures such as The Wizarding World of Harry Potter™, outrageously fun attractions such as Despicable Me Minion Mayhem and highly themed, authentic experiences based on cutting-edge television, such as Race Through New York Starring Jimmy Fallon. We embrace the power of cultural diversity and inclusion and continuously strive to maintain a team that is a reflection of our global audience. Universal Parks & Resorts adheres to ‘The Universal Way’ by not just meeting guest expectations, but exceeding them, every time. Join us if you want to collaborate, innovate, develop, and deliver the most compelling entertainment experiences imaginable that drive growth for the Universal brand around the world. Universal Parks & Resorts provides world-class entertainment destinations with signature theme parks that create unparalleled entertainment.
JOB SUMMARY : Key leader of the Universal Orlando Marketing Analytics & Targeting team with ownership of the advanced analytics team that powers performance marketing in an increasingly people-based (individualized), omni-channel marketing environment. The person in this role advances the team’s vision, capabilities, and delivery to drive Universal Studios Florida’s marketing and audience insights, measurement, and decision-making.
Marketing Analytics Capability Development
Advance the team’s vision and bring vision to life, starting with roadmap development and prioritization, which may include items like a strategic KPI framework, customer portfolio optimization and planning, strategic site analysis (segments and pathing), measurement and attribution, AI platform evaluation, journey analytics
Continuously innovate by staying abreast of and bringing recommendations on the latest tools and techniques (and evaluate options) associated with personalization, AI/Machine learning, real time decisioning, and digital analytics. An immediate opportunity is to further enhance and leverage the DMP, and contribute to evaluation and selection of decisioning/personalization platforms that leverage AI.
Help connect the dots across the business by diving for greater understanding of performance, and how to further optimize performance through the levers UO possesses (audience, offer, content, packaging, media, contact sequence/frequency). Includes evangelizing people-based marketing possibilities.
Strong understanding of marketing objectives and application of data, insights and measurement into tangible business outcomes as the ability to lead must include the ability to drive financial improvement for the organization.
Help define and evangelize increasingly customer-centric approach to marketing.
Mentor, lead, and grow a team of data scientists and analysts who inform audience strategy, investment, and targeting, experience insights and planning, marketing attribution, measurement, and forecasting, design of experiments, machine learning and AI, and journey analytics, orchestration and personalization.
Collaborate across Universal Parks and Resorts locations (and sometimes NBCU) to share best practices, drive joint analysis where sensible, and extend support as needed. This is an exciting time for Universal, and you can be part of it!
Play a key role in building ‘one team, one dream’ culture
Management and Delivery
Balance day-to-day tasks, ad-hoc analysis, and future-state strategic initiatives owned by the team.
Manage the day to day insights that the business relies on, including both analysis to identify trends and evaluate marketing (channel, media, offer, product/package, events) performance, AND data mining to inform audience and individual-level insights and treatment. E.g., may include items like campaign analysis, offer analysis, modeling (and scoring oversite), audience analysis, personalization and contact strategy planning and execution, media attribution and optimization, CRM analysis, social analytics, DMP
Marketing Tech Visioning
Inform the big data environment vision and define advanced analytics team’s needs in terms of the operational and production support, which will be provided by the marketing operations team; for instance, collaborate to ensure model and report production is planned, managed, QC’d and monitored with appropriate rigor and collaboration; this includes driving toward efficiency, automation and scalability to maximize our resources.
Further, and continuously drive the use and enhancements of digital platform environment. The marketing operations team will support implementation, but this team serves as the ‘power users’ of the platform.
SCOPE: Play a critical role in the panning, delivery and continuous improvement of decision sciences within UO Marketing & Digital teams, with possible future role expansion to global support.
Experience with statistical modeling, machine learning, digital analytics, media analytics; prefer advanced degree (MS or PhD) in Computer Science, Mathematics, Statistics, or a similar technical degree; in depth specialization in mathematical analysis methods, predictive modeling, statistical analysis, machine learning, and technologies like Python, R and Hadoop. Or equivalent experience.
History of leading multiple work streams simultaneously in fast-paced environment with multiple stakeholders.
Expertise with R, SAS, Python, Hadoop, DMPs, and digital platforms
EDUCATION: Bachelor’s degree required. Master’s degree in Computer Science, Mathematics, Applied Status, Statistics, or a similar technical degree preferred.
15 years+ experience in performance marketing environment; should include experience in consumer/CRM analytics methods, measurement, attribution, test planning and rapid testing, strong knowledge of media analytics and addressable media measurement and testing, digital analytics, some B2B2C experience or knowledge, omni-channel lifecycle marketing orientation
Prefer 5+ years of experience on the agency side and 5+ years client side. Or client-side experience that includes involvement development, future state planning, and transformational efforts. Experience exploring AI, intelligent automation a plus.
Track record of automating and optimizing processes, in tight collaboration with marketing operations to drive advancement in quality control and efficiency.
History of working with CRM data and digital platforms to activate granular insights and treatment.
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 Parks & Resorts 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 Parks & Resorts HR/Recruitment will be deemed the sole property of Universal Parks & Resorts. No fee will be paid in the event the candidate is hired by Universal Parks & Resorts as a result of the referral or through other means.
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