Manager, Media Measurement (Media Mix Modeling and Media Optimization)
Universal Parks & Resorts
- Orlando, FL
- Permanent
- Full-time
- Cross channel attribution
- Marketing mix/media mix modeling
- Top-down/bottom-up attribution modeling
- Regression analysis – specific linear regression/log-linear regression
- Agent Based modeling
- Forecast modeling
- Sensitivity analysis
- Marketing optimization
- Focuses on optimization of Marketing efforts within paid, owned and earned media. Identifies key areas for point of origin, campaigns, destinations, attractions, and events.
- Manages and becomes the power user of the Cross Channel Attribution measurement platform, which consists of top down marketing mix modeling and bottom up attribution.
- Leverages top down marketing mix modeling results, bottom up attribution, and consumer and marketing insights, in order to provide strategic recommendations.
- Manages Cross Channel Attribution by generating actionable knowledge-driven insights and analyses
- Advocates and develops learnings and strategies to support optimization, testing, personalization, segmentation, and enhanced targeting across channels.
- Develops tracking and measurement plans with recommendations for performance management.
- Analyzes performance and impact of marketing initiatives on both online and offline customer behavior.
- Guides the long range annual and seasonal marketing strategies to support the Omni-channel guest experience of Universal Orlando.
- Partners with key stakeholders to drive necessary marketing insights and strategies in support of the business goals.
- Works across departments to proactively identify best practice solutions to solve complex marketing challenges.
- Assures alignment of the marketing insights and recommendations, with the overall strategic plan for the business.
- Identifies gaps in processes and acts as a catalyst for problem solving and process creation, improvement and implementation.
- 7+ years digital and integrated marketing analytics experience required, with experience in cross-channel analytics framework development and business consulting. Prefer experience within theme park / guest entertainment / hospitality industry; will consider equivalence in education and overall work experience.
- Prior top-tier consulting or professional services firm experience a plus.
- Expertise in understanding marketing integration between CRM, Direct, Social Media, Search, Paid Media and Ecommerce.
- Experience leading analytics projects with significant and far-ranging impact on the marketing performance of the business in both the short and long term.
- Cross-functional expertise with marketing mix models, media measurement & attribution, and forecasting.
- Experience leveraging marketing insights and findings to provide strategic marketing recommendations for long term planning and tactical media optimization projects.
- Experience leading inter-departmental analytics projects, successfully leveraging cross-functional relationships with marketing channels.
- Ability to present persuasive recommendations to leadership and key external stakeholder and communicate complex ideas and recommendations that highlights a clear decision framework based on analysis and experience.
- Strong organizational and analytical/problem solving skills.
- Ability to meet performance meeting targets and objectives.
- Travel & Resort Industry, Entertainment and/or Theme Park experience
- Digital Marketing & Analytics
- Marketing Analytics / Adobe Analytics
- Business Intelligence Reporting
- Marketing Mix / Media Mix Models (power user)
- Attribution, forecasting, and market testing
- Top-down/bottom-up attribution modeling
- Cross channel attribution
- Regression analysis – specific linear regression/log-linear regression
- Agent Based modeling
- Sensitivity analysis
- Marketing optimization
- CRM Execution
- Consumer Research and Journey
- Consumer Data
- Management Consulting
- Competitive Analysis