Sr. Marketing Analyst 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 help design and execute effective CRM campaigns across email, mobile, social and direct mail mediums utilizing databases and campaign management applications. In charge of the customer and campaign management databases which form the backbone of the company's CRM programs. Responsible for the seamless flow of leads into the customer database, ensuring the accuracy of contact information and augmenting customer characteristics; therefore increasing the volume of contactable customers and creating the ability to reach them with highly targeted and relevant messages and offers. Make it possible to perform sophisticated individualized campaign streams by defining segment criteria, suppressions, frequencies and timing and pulling together the relevant customer segments. Develop and analyze reports used to optimize both the health of the customer database and maximize customer engagement and conversion, thereby driving online sales and attendance.

Job Responsibilities:

# Develop and document procedures for CRM data capture including business rules, process flow, and systems mapping. Liason to IT through the development, implementation and QA.
# Develop and document business rules for CRM campaigns including source systems, criteria, suppressions, tracking parameters, frequencies and timing. Implement campaigns directly through email service provider interface or manage IT development when necessary.
# Conduct advanced consumer segmentation based upon web behavior, marketing interactions, purchases, and park visitation in order to maximize the effectiveness of digital communications.
# Create CRM database health and performance reporting including statistical calculations, graphical representation and written analysis utilizing relational databases and reporting technologies such as SAS, Crystal Reports, SQL, Excel, and Access.
# Leads the development and maintenance, in partnership with IT, of customer and reporting databases and campaign management solutions.
# Works collaboratively with IT and online production teams to ensure systems and processes are functioning correctly from data collection through reporting. Identify system problems, communicate details and provide solutions on a pro-active, self-directed basis.
# Ensure compliance at all times with CAN-SPAM laws.
# 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, Economics, Statistics, Business Administration or related (or combination of non-business Bachelor's and Master's in Business) required. Master's degree in Business Administration preferred.
# 3+ years prior hands-on experience with relational database marketing including process development and documentation, database design, querying and reporting; experience working with sophisticated email service providers/campaign management tools required; experience working with SQL required; proficiency in the Microsoft Office Suite of products required; experience working with Teradata and SQL Server preferred; experience working with advanced reporting tools such as Business Objects or SAS preferred; experience debugging online content created with web languages including HTML, XML, JavaScript and Flash preferred; or equivalent combination of education and experience.

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