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Senior Manager, CRM & Direct Marketing

Company: Universal Studios
Location: Orlando
Posted on: September 24, 2022

Job Description:

JOB SUMMARY: The Sr. Manager, CRM & Direct Marketing is responsible for the development and execution of omni-channel CRM strategies and programs that drive annual revenue and attendance growth for Universal Parks and Resorts. This role is responsible for the creation and management of data-driven programs designed to foster customer engagement, increase retention, deliver on sales growth objectives, and increase customer lifetime value. A key focus of this role will be advancing our segmentation and personalization efforts and building out highly personalized campaigns addressing each phase of consumer journey across direct channels (email, direct mail, push, in-app, paid social.) This role will lead and develop an impactful team empowered to implement and optimize on multiple touchpoints of the consumer journey - driving data collection, lead nurture, conversion, retention and advocacy. This role oversees the organization's email, direct mail, mobile message process for Marketing and Sales to ensure consistency, privacy compliance, and use of best practices.

  • Lead a team of CRM professionals and CRM Marketing agencies in the development of data-driven, direct communication strategies that meet or exceed business goals for the company's marketing programs.
  • Serve as a CRM subject matter expert providing consultative advice and recommendations to other Departments.
  • Manage all consumer direct communication and lifecycle programs including (but not limited to) lead generation, lead nurture, conversion campaigns and post purchase tactics across email, direct mail, push, in- app, mobile, SMS, and paid social channels.
  • Ensure utilization of CRM best practices and remain current on the latest tools, trends and techniques. Ensure all programs are compliant with privacy laws.
  • Provide direct reports with guidance in day-to-day activities, coaching for professional development and performance evaluations.
  • Ensure the team is adequately equipped with the necessary tools and training to perform the tasks associated with developing and implementing CRM programs.

    Marketing Strategy and Planning

    • Develop, implement and manage UPR CRM strategy to drive specific marketing and sales objectives.
    • Conceptualize, create and execute cohesive, data-driven, customer-centric experiences and messaging across direct, 1:1 channels.
    • Lead communication strategy including identifying customer segments, relevant content, and communication frequency.
    • Scale and expand our 1P database; using the right 1P data strategy, building acquisition tactics, and working across the organization to improve our paid consumer journey to capture 1P data.
    • Develop a roadmap and action plan to scale advanced CRM programs leveraging best-in-class martech capabilities and partners.
    • Create a rigorous testing strategy to continually optimize CRM programs against performance targets.
    • Partner with others across Marketing & Sales to identify new opportunities to continuously improve process and performance.
    • Develop the annual operating plan/budget for CRM support including labor, agency and program requirements.

      Project Management

      • Managing the program development and implementation process of new initiatives. Process includes project briefs, collaborating on integrated communication plans, ideation / innovation, and execution.
      • Oversee production and deployment schedule to ensure timely execution of campaigns and efficient use of resources and budget.
      • Partner with Analytics team on 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 pertinent UPR promotions and programs.
      • Maintain an ongoing calendar of all CRM projects and associated development timelines to effectively and proactively manage workflow for on-time and on-budget execution.

        Resource Management

        • Manage the CRM strategy efforts to guide the delivery of programs and insights.
        • Provide targeting, segmentation and analytical instructions to campaign management team to ensure proper tactic set up, deployment and reporting.


          • Understands and actively participates in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and team member involvement activities.
          • Performs other duties as assigned.

            EDUCATION: Bachelor's degree in Marketing, Communications or Business is required. MBA is preferred.

            • 7+ years with development of CRM, 1:1 and/or data-driven marketing strategies.
            • Solid knowledge and deep experience with customer segmentation, customer journey creation, dynamic creative, omnichannel strategy activation, and other customer relationship management strategies.
            • Passion for customer-centric marketing and strong interest in leveraging data to achieve positive business outcomes.
            • Previous experience with personalization/campaign platforms, ESPs and reporting software; Expertise in email, mobile (push, in-app, SMS) and social media marketing required.
            • Comprehensive understanding of the digital technical ecosystem, including channels and data available, and how they work together to drive customer experiences that optimize behavior, acquisition and sales.
            • Experience with managing marketing agency relationships and defining agency scope of work, budget, and timelines.
            • Managed a team of 5+ marketing resources.
            • Ability to manage a high-volume portfolio of programs balancing strategies, tactical details and budgets.
            • Strong analytical skills with the ability to interpret extensive data to make actionable recommendations.
            • Able to implement and lead change across multiple functional teams including technology, marketing, and creative.
            • Diligent, flexible, resourceful, independent worker with a strong work ethic.
            • Strong communicator capable of delivering concise messages to various audiences.
            • Positive, innovative team player with strong willingness to learn.

              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 & - 2022 Universal Studios. All rights reserved. EOE

Keywords: Universal Studios, Orlando , Senior Manager, CRM & Direct Marketing, Advertising , Orlando, Florida

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