Director Marketing - CRM and Customer Engagement

Orlando, Florida
Not Specified
Oct 11, 2016
Dec 10, 2016
Universal Orlando® Resort is a universe of opportunities for people who have a lot to offer. It takes a special kind of person to work at Universal Orlando. 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. Whether you're serving food, working in an office, maintaining equipment, performing in costume or operating a ride, you won't just be 'doing a job.' You'll be creating memories for our guests that will last a lifetime. Are YOU that kind of person?

The Director, CRM and Customer Engagement is responsible for the development and execution of digital B2C and B2B/Trade Marketing CRM strategies that drive annual revenue and attendance growth for the company. This role manages a team and directs the execution of a digital contact strategy with customers and partners using email and other digital marketing tactics to meet or exceed marketing and sales objectives. This includes outlining a communication contact sequence using advanced analytics. This role oversees the organization's customer engagement process for marketing and sales to insure consistency, privacy compliance, and use of best practices.

  • Lead a team of CRM professionals and our CRM Marketing agency in the development of digital communication strategies that meet or exceed business goals for the company's marketing programs.
  • Serve as the organization's customer engagement subject matter expert providing strategic direction and recommendations that evolve the company's CRM strategy
  • Manage all B2C and B2B digital direct communication and acquisition programs including (but not limited to) email, mobile, social, and lead generation.
  • Ensures utilization of CRM best practices and stays current on the latest tools, trends and techniques. Ensure compliance at all times with CAN-SPAM and COPPA laws
Marketing Strategy and Planning:
  • Develop, implement and manage UO CRM strategy for email & mobile communications, social CRM, and lead generation efforts to drive specific marketing and sales objectives.
  • Define data collection and management processes to facilitate targeted, contextual communications in a multi-channel environment.
  • Utilize analytics and customer data to develop customer segmentation strategies and execute digital communication strategies at the customer level.
  • Drive lead generation and engagement while enhancing the in-park guest experience through the use of mobile and social CRM strategies.
  • Utilize A/B testing strategies to test and optimize programs that deliver against ROI targets while driving and optimizing key performance metrics.
  • Develop the annual operating plan/budget for CRM support including labor, agency and program requirements.
Project Management
  • Managing the program development & implementation process and align with UO brand strategies. Process includes project briefs, collaborating on integrated communication plans, ideation / innovation, and execution.
  • Oversee production and deployment schedule of campaigns and efficient use of resources and budget.
  • Manage the development of analytical reports that track all program and campaign performance.
  • Develop and maintain strong partnerships with cross divisional stakeholders to drive integration of CRM programs throughout all UO promotions and programs
  • Maintain an ongoing calendar of the various CRM projects and associated timelines to effectively and proactively manage workflow for on-time and on-budget execution.
Resource Management
  • Manage the CRM strategy efforts conducted by the company's CRM agency to guide the delivery of programs and insights.
  • Responsible for the utilization and evolution of the Unica campaign management system to insure optimal performance of digital CRM programs.
  • Insure the team is adequately equipped with the necessary tools and training to perform the tasks associated with developing and implementing digital CRM programs.
  • Provide direct reports with guidance, coaching for professional development and performance evaluations.

EDUCATION: Bachelor's degree from a four year college or university in Marketing, Communications or Business. MBA desired.

  • 10+ years experience with development of CRM marketing strategies involving email, lead generation, mobile, and social marketing.
  • Extensive experience with utilizing a marketing database; understanding of relevant IT systems and processes associated with customer data.
  • Must have Direct Marketing experience with large scale complex programs including Mobile and Social Media.
  • Strong analytical and technical skills for Campaign Management and Reporting Software (Unica), spreadsheets, and databases
  • Extensive analytics experience in the development of CRM reporting and analytical techniques (e.g. statistical modeling, segementation) to enable optimization of CRM programs.
  • Experience with managing marketing agency relationships and defining agency scope of work, budget, and timelines.
  • Ability to manage multiple projects at once with a sense of urgency required to work in a deadline driven environment.
  • Managed a team of 5+ digital CRM marketing resources
  • Must have strong working knowledge of all MS application and superior Excel and analytical software skills
  • Diligent, flexible, resourceful, independent worker with a strong work ethic.
  • Strong communicator capable of delivering concise messages to various audiences.
  • Positive attitude, team player with professional demeanor.
  • Intellectual curiosity and strong willingness to learn.
  • Or equivalent combination of education and experience.

Your talent, skills and experience will be rewarded with a competitive compensation package.

We regret, due to the volume of responses, only applicants of interest will be contacted. 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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