Senior Analyst, Marketing Analytics (Audience Insights and Targeting)

Universal Orlando-posted about 1 year ago
Full-time • Mid Level
Orlando, FL
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The Senior Analyst, Marketing Analytics (Audience Insights and Targeting) will be the primary analyst supporting the Audience Science team at Universal Destinations & Experiences. This role focuses on leveraging audience insights to enhance audience strategies, providing recommendations for targeting and personalizing guest experiences. The analyst will analyze various data sources to create detailed audience profiles and provide insights that guide audience optimization and marketing strategies.

  • Leverage 1st, 2nd and 3rd party data sources to develop audience profiles that deliver clear and concise insights that inform and inspire relevant, audience-focused marketing strategies
  • Analyze addressable marketing activations and identify successes, trends, and anomalies, making recommendations where appropriate to optimize tactics including targeting
  • Meet regularly with measurement science, media activation and audience strategy teams to discuss audience performance trends and insights that can inform content and targeting strategies
  • Partner with Data Science and Business Intelligence to build standardized reports and dashboards to support monitoring of designated KPIs and trends related to our key audience segments
  • Inform marketing test plans and personalization use cases, including A/B and multivariate testing, to support the marketing learning agenda
  • Understand and actively participate in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training, and team member involvement activities
  • Perform other duties as assigned.
  • Bachelor's degree in analytics, marketing, digital media or similar field of study required or equivalent experience
  • 5+ years of digital, integrated marketing and analytic experience with an emphasis on addressable marketing strategies, media agency or personalization; or equivalent combination of education and experience
  • Previous experience with marketing, media, and customer segmentation strategy required
  • Demonstrated expertise in developing audience profiles or personas to inform marketing strategies
  • Proven experience in crafting and delivering professional presentations, leveraging storytelling to persuasively communicate recommendations to executive leadership
  • Demonstrated experience leading projects without direct supervision
  • A track record of performance meeting targets and objectives.
  • Competitive compensation package
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