Senior Analyst, Marketing Insights

About the position

The Senior Analyst, Media Measurement and Optimization (i.e., Senior Marketing Insights Analyst) will play a pivotal role in enhancing our marketing strategies through data-driven insights. This position involves designing analytics solutions, managing ad-hoc requests, conducting in-depth analyses, and collaborating with cross-functional teams to drive marketing performance and optimization. It requires the development of actionable knowledge-driven insights and analyses with a focus on omnichannel marketing optimization and the guest journey within campaigns, products, and events. Leverages findings from top-down marketing mix modeling results, bottom-up attribution models, and consumer and marketing insights to provide strategic recommendations to key business stakeholders, and guides the long-range, annual, and seasonal marketing strategies to support the guest experience of Universal Orlando. This role requires a deep understanding in data interpretation, business analysis, and the ability to collaborate with internal and external partners to ensure reporting, data analysis, and strategy alignment for campaigns and marketing channels.

Responsibilities

• Generating actionable knowledge-driven insights and analyses with a focus on marketing optimization within paid, owned, and earned media and key business areas for point of origin, campaigns, destinations, attractions, and events.
• Become the power user of the Cross Channel Attribution measurement platform which consists of top-down marketing mix modeling and bottom-up attribution.
• Leverage top-down marketing mix modeling results, bottom-up attribution and consumer and marketing insights to provide strategic recommendations.
• Advocate and develop learnings and strategies to support optimization, testing, personalization, segmentation, and enhanced targeting across channels.
• Develop tracking and measurement plans with recommendations for performance management. Analyze performance and impact of marketing initiatives overall on both online and offline customer behavior.
• Engaging with stakeholders ranging from senior leadership to channel owners. Utilize strong reasoning to address business questions across multiple datasets and vendors.
• Conduct in-depth ad-hoc analyses on media performance analysis. Develop SQL queries to extract necessary data supporting business objectives.
• Ensure the completeness and accuracy of measurement datasets to support decision-making. Maintain marketing data sourcing, structures, and infrastructure that support measurement and reporting.
• Collaborate with internal and external teams to evolve reporting and statistical methodologies, developing innovative solutions to complex business problems.
• Guide the long-range, annual, and seasonal marketing strategies to support the Omni-channel guest experience of Universal Orlando.
• Partner with key stakeholders to drive necessary marketing insights and strategies in support of the business goals.
• Work across departments to proactively identify best practice solutions to solve complex marketing challenges.
• Assure alignment of the marketing insights and recommendations with the overall strategic plan for the business.
• Identify gaps in processes and function as a catalyst for problem-solving and process creation, improvement, and implementation.
• Work closely with internal stakeholders, including product, marketing, finance, and operations teams, to ensure alignment on business objectives.
• Serve as a liaison between technical and non-technical teams to ensure effective communication of data-driven insights.
• Facilitate meetings and workshops with stakeholders to gather requirements and translate business needs into analytical solutions.
• Participate in monthly/quarterly/annual planning with the manager to ensure team objectives align and support broader business objectives.
• Proactively seek and provide feedback on areas of improvement.
• Understand and actively participate in Environmental, Health & Safety responsibilities by following established policy, procedures, training, and team member involvement activities.
• Perform other duties as assigned.

Requirements

• Bachelor's degree required, preferably in marketing, business analytics, data science, economics, mathematics, statistics, or a related technical or quantitative field.
• 5+ years experience in analytics, with marketing analytics experience preferred (digital and offline, attribution, cross-channel, omnichannel).
• 3+ years of experience in data analysis, statistics, and data visualization.
• Advanced knowledge of SQL and ability to write efficient and complex SQL queries.
• Expertise with data visualization software/platforms (Power BI or Tableau preferred).
• Fluency in a programming languages such as Python or R a plus.
• Experience in advanced analytics, machine learning, statistical modeling and predictive modeling techniques a plus.
• Knowledge of Marketing Mix Modeling (MMM), attribution modeling / multi-touch attribution methods, media measurement & attribution, and forecasting a plus.
• General understanding of key marketing metrics, channels (Google Ads, Paid Social, Organic, Direct, Offline) and KPIs preferred.
• General understanding of marketing integration between CRM, Direct, social media, Search, Paid Media, Offline Media, and E-commerce.
• Experience leading inter-departmental analytics projects, successfully leveraging cross-functional relationships with marketing leaders.
• Experience working independently with little supervision; delivering results while working with several business areas in a fast-paced environment.
• Experience leveraging marketing insights and findings to provide consulting and strategic marketing recommendations.
• Ability to provide persuasive recommendations to Sr. level leadership and key stakeholders.
• Strong verbal, written and presentation skills.
• Proficient skill level in Microsoft Suite.
• Experience with Marketing in a theme park, hospitality, or related tourism, travel or entertainment setting a plus.

Nice-to-haves

• Experience in advanced analytics, machine learning, statistical modeling and predictive modeling techniques.
• Fluency in programming languages such as Python or R.
• Experience with Marketing in a theme park, hospitality, or related tourism, travel or entertainment setting.

Benefits

• Competitive compensation package.