Director, Direct Digital Marketing and CRM

Universal Orlando Resort - Orlando, FL

Full-time - Senior

Orlando, FL

Accommodation

About the position

Universal Orlando Resort is seeking a Director of Direct Digital Marketing who will lead a high-performing team dedicated to the development and execution of omni-channel, data-driven marketing strategies aimed at driving annual revenue and attendance growth. This role is pivotal as it serves as the organization's subject matter expert on direct marketing trends, best practices, and technologies, ensuring compliance with Privacy, Information Security, and Data Governance protocols. The Director will be responsible for driving thought leadership in the adoption of journey best practices, emerging communication formats, and technology solutions, collaborating closely with the Executive team to optimize and execute the vision for direct and digital touchpoints across the customer marketing experience. In this leadership role, the Director will oversee a team of Direct Digital Marketing professionals and agencies, guiding the development, execution, and maintenance of personalized campaigns across various direct channels. The position requires a strategic mindset to own the strategy and execution of both B2C and B2B CRM efforts, focusing on user acquisition, engagement, and retention. The Director will also collaborate with data and analytics teams to create effective segmentation and personalization strategies, ensuring that the right messages reach the right customers at the right time through the appropriate channels. Additionally, the Director will be accountable for managing the DDM campaign calendar, ensuring timely execution of programs and campaigns, and overseeing the budget for DDM support. This includes developing automated, trigger-based CRM programs that enhance customer engagement and revenue. The role also involves participating in the planning and onboarding of new MarTech products, as well as providing direction for team training and development opportunities. The Director will play a crucial role in driving growth, new capabilities, and continuous improvement within the organization.

Responsibilities

• Lead a team of DDM professionals and agencies in the development, execution, and maintenance of 1:1 campaigns across direct channels supporting domestic locations.
• Serve as the organization's subject matter expert on direct marketing trends, best practices, and technologies, ensuring compliance with Privacy, Information Security, and Data Governance protocols.
• Drive thought leadership for the adoption of journey best practices, emerging communication formats/channels, and technology solutions.
• Collaborate with the Executive team to develop, optimize, and execute the company's vision for direct and digital touchpoints across the customer marketing experience.
• Provide direction on training opportunities for team growth and development through courses, conferences, and Salesforce Marketing Cloud training courses.
• Own the strategy and oversee execution of B2C and B2B CRM efforts to grow new user acquisition, engagement, and retention.
• Drive database growth by partnering throughout the organization to enhance 1st party data collection.
• Collaborate with data and analytics teams to develop segmentation and personalization strategies.
• Participate in the planning, requirement gathering, and onboarding of new MarTech products.
• Develop automated, trigger-based B2C and B2B CRM programs based on key milestones across the customer lifecycle.
• Develop the annual operating plan/budget for DDM support including program support, resources, and budget.
• Accountable for the DDM campaign calendar to ensure timely execution of programs and campaigns.
• Manage all aspects of budget, including annual planning and monthly forecasts.

Requirements

• Bachelor's degree is required; or equivalent demonstrated professional experience in a related field (e.g., Business, Marketing, Communications).
• 10+ years of experience in Digital Marketing.
• 5+ years of direct leadership experience.
• Master's degree (MBA preferred).

Benefits

• Competitive compensation package
• Hybrid work environment with in-person collaboration
• Opportunities for professional development and training