Representative, Marketing CRM – Social, Mobile & Lead Gen Marketing for Universal Studios

Posted 6-04-2011, offered

Universal Orlando® Resort, a leader in theme park entertainment, brings pop culture’s most compelling stories and characters to life for its guests. It is world-class vacation destination and home to two theme parks, Universal Studios Florida® and Universal’s Islands of Adventure®, three on-site hotels and Universal CityWalk®, an entertainment complex. Universal Orlando recently attracted world-wide attention as it opened The Wizarding World of Harry Potter™, the only place in the world that brings the Harry Potter™ books and films to life.

Universal Studios are looking for a candidate who will be responsible for the implementation and execution of all social CRM, mobile communications, and lead generate programs. Recommend development of new campaigns; understand the role of social & mobile in managing customer relationships, and how social & mobile works in combination with the other online channels, including web site, email, paid and natural search, affiliate, and online media. Serve as subject matter expert, staying current on industry best practices and technological changes.

Job Responsibilities:

Manage the planning, execution and tracking of Social & Mobile CRM programs.
# Implement and manage Social CRM programs that drive lead generation, leverage social listening insights, and deepen and maintain guest engagement with Universal Orlando.
# Partner with Merkle in the development and updating of the Social CRM strategy.
# Implement and manage Mobile CRM programs to deliver timely and relevant communications that enhance guests’ In-Park experience and leverage WAP sites for eCommerce & Lead Generation.
# Manage social/mobile communication schedule, maintaining timely execution of all UO & stakeholder programs while partnering with stakeholders on scheduling & prioritization.
# Develop and maintain strong partnerships with cross divisional stakeholders to ensure needs and goals are consistently met.
# Lead creative development and feedback in accordance with campaign objectives including but not limited to development of project briefs, acquisition of creative assets, communication of creative concept with email designer, and securing all stakeholder feedback and approval.
# Serve as subject matter expert on Social & Mobile CRM programs providing updates and reviews to management about new social media/networking and mobile technology opportunities, policies, and competitive landscape.

Manage the implementation and optimization of acquisition/lead generation campaigns. Leverage and integrate with ecommerce, operations and other marketing communications to enhance acquisition.
# Develop and maintain strong partnerships with cross divisional stakeholders to ensure integration with lead gen campaigns and leverage potential added-value drivers
# Act as day-to-day liaison with outside agency/vendor resources
# Development of project briefs, coordination of creative development and securing all stakeholder feedback and approval
# Ensuring campaigns are executed on-time and error free
# Identifies further opportunities to leverage email marketing to drive lead gen on website
# Increase organic lead gen and partner with CRM Email Rep on developing and implementing churn mitigation strategies.

Responsible for compiling, analyzing, and presenting results data from social, mobile, and lead gen programs.
# Analyze campaign results and make recommendations based on campaign performance insights.
# Understand and actively participate in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and team member involvement activities.
# Performs other duties as assigned.


# Bachelor’s degree from a four year college or university in Marketing, Business, Communication or other related discipline, MBA preferred.
# 3-5 Years of marketing experience required, 5-7 preferred; or equivalent combination of education and experience.

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