Partners with Sr. Manager to develop product strategy to support the daily brand management function for the assigned theme park sub brand within Universal Orlando Resorts and all of its offerings. Clearly establishes the assigned theme park as its own immersive experience within the Universal Orlando destination portfolio. Collaboratively develops marketing plans designed to appeal to targeted audiences, engage them, induce trial and compel repeat visitation as loyal guests.
Under the oversight of the Sr. Manager, Consumer Brand Management (Product Strategy); leads the development of assigned theme park attraction launches, marquee events, and broadcast product marketing initiative input that support the broader short and long-term marketing strategy for Universal Orlando. May also be assigned to lead initiatives that encompass multiple theme parks within the Universal Orlando portfolio.
Develops new product/services ideas and enhancements to exceed consumer expectations and differentiate the Universal Orlando brand as well as the assigned theme park sub-brand. Leverages research data and conducts insightful analysis to influence Universal Orlando leadership to new levels of growth and/or profitability.
Destination Support: Responsible for maximizing attendance, APV, and repeat visitation to assigned theme park through fact-based analytics. Meet/exceed performance goals for assigned theme park initiatives. Continuously improve performance of existing initiatives. Identify new concepts to drive sales and/or profitability growth. Support brand charter strategy and sustainment efforts for the assigned theme park. Establish the assigned theme park as a can’t miss Universal Orlando destination experience. Position the assigned theme park as a significant competitive advantage in the marketplace. Ensure all Universal Orlando communications are consistent with the assigned theme park sub-brand. Provide Point-Of-View on new attractions, events, and broadcast opportunities for marketability, guest appeal, and park brand fit. Provides annual planning input as the assigned theme park subject matter expert.
Implementation Leadership: Collaborate by seeking and leveraging partner input in the development of strategic direction for assigned theme park initiatives. Ensure alignment with CBM Origin ‘Go To Market’ strategies and Business Teams, SIBM, Licensed Partners, Resource Management, Product Development and Pricing. Marketing point of contact for key partners: Operations, Revenue Operations, Entertainment, Universal Creative and Human Resources. Lead cross-channel implementation of assigned theme park initiatives that add brand equity and profitability such as attraction launches, Marquee Events and cross property celebrations. Oversees key assigned theme park initiative performance. Proactively publish performance ‘Points of View’ as necessary. Proactive course correction recommendations as necessary.
EDUCATION: Bachelor’s degree Marketing or Communications required; MBA preferred.
5+ years of progressive brand management and/or marketing experience.
Management/Supervisory experience with proven team/consensus building skills.
Record of exceeding targets/objectives.
Strong analytical, planning, forecasting and budgeting/financial skills.
Strong critical decision-making and communication skills.
Demonstrated translation of data into implication and implication into strategy.
Strong understanding of consumer and brand research.
Cross-functional leadership expertise in a fast-paced and complex environment.
Self-starter with ability to maintain poise when dealing with ambiguity.
Demonstrated ability to proactively improve processes and procedures.
Experience presenting to and working with executives.
Expertise in developing cohesive, engaging, concise, fact-based presentations.
Travel & Resort Industry, Entertainment &/or Theme Park experience.
Customer Insight, Retention & Loyalty, Integrated Marketing Communications.
Marketing analytics development and reporting.
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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