Orlando, Florida

JOB SUMMARY: The Director, CRM and Customer Engagement is responsible for the development and execution of digital B2C and B2B/Trade Marketing CRM strategies that drive annual revenue and attendance growth for Universal Parks and Resorts (UPR) North America destinations. This role manages a team and directs the execution of a digital contact strategy with customers and partners using email, mobile messaging and other digital marketing tactics to meet or exceed marketing and sales objectives. This includes driving the company’s personalization strategy and associated communication contact sequence starting with lead generation, moving customers from prospect to loyalty and measuring/optimizing program effectiveness using advanced analytics. This role oversees the organization’s customer engagement process for marketing and sales to ensure consistency, privacy compliance, and use of best practices.


  • Leadership
    • Lead a team of CRM professionals and our CRM Marketing agency in the development of digital communication and personalization strategies that meet or exceed business goals for the company’s marketing programs.
    • Serve as the organization’s customer engagement subject matter expert providing strategic direction and recommendations that evolve the company’s CRM strategy
    • Manage all B2C and B2B digital direct communication and acquisition programs including (but not limited to) email, mobile, and lead generation.
    • Ensures utilization of CRM best practices and stays current on the latest tools, trends and techniques. Ensure compliance at all times with applicable privacy and data management laws
  • Marketing Strategy and Planning
    • Develop implement and manage UPR CRM strategy for email & mobile communications, social CRM, and lead generation efforts to drive specific marketing and sales objectives.
    • Define data collection and management processes to facilitate targeted, contextual personalized communications in a multi- channel environment.
    • Utilize analytics and customer data to develop customer segmentation strategies and execute digital communication strategies at the customer level.
    • Drive lead generation and engagement while enhancing the in-park guest experience through the use of mobile and social CRM strategies.
    • Utilize A/B testing strategies to test and optimize programs that deliver against ROI targets while driving and optimizing key performance metrics.
    • Develop the annual operating plan/budget for CRM support including labor, agency and program requirements.
  • Project Management
    • Managing the program development & implementation process and align with UPR brand strategies. Process includes project briefs, collaborating on integrated communication plans, ideation / innovation, and execution.
    • Oversee production and deployment schedule to ensure timely execution of campaigns and efficient use of resources and budget.
    • Manage the development of analytical reports that track all program and campaign performance.
    • Develop and maintain strong partnerships with cross divisional stakeholders to drive integration of CRM programs throughout all UPR promotions and programs
    • Maintain an ongoing calendar of the various CRM projects and associated timelines to effectively and proactively manage workflow for on-time and on-budget execution.
  • Resource Management
    • Manage the CRM strategy efforts conducted by the company’s CRM agency to guide the delivery of programs and insights.
    • Responsible for the utilization and evolution of the campaign management system to insure optimal performance of digital CRM programs.
    • Ensure the team is adequately equipped with the necessary tools and training to perform the tasks associated with developing and implementing digital CRM programs.
    • Provide direct reports with guidance in day-to-day activities, coaching for professional development and performance evaluations
  • Understands and actively participates in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and team member involvement activities.
  • Performs other duties as assigned.


  • The Director, CRM and Customer Engagement plays a critical role in the development,
    implementation and management of CRM marketing strategies that drive customer
    engagement and acquisition to support the Company’s revenue and attendance goals.
  • They are responsible for evolving these functions across all marketing and sales channels for Universal Parks and Resorts. They will provide the strategies, programs, and insights necessary to ensure successful execution toward critical business goals.
  • Influences decisions of major nature. Strong understanding of direct marketing and email practices with applied analytics. Demonstrated experience with personalization strategies and executional programs. High degree of tact & diplomacy to obtain favorable decisions or maintain good will. Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to understand and interpret program insights, write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of executives, managers, clients, customers, and the general public. Ability to compute rate, ratio, and percent and to draw and interpret spreadsheets.



  • Bachelor’s degree from a four year college or university in Marketing, Communications or Business.
  • MBA desired.


  • 10+ years experience with development of CRM marketing strategies involving email, lead generation, mobile, and social marketing.
  • Extensive experience with utilizing a marketing database; understanding of relevant IT systems and processes associated with customer data.
  • Must have Direct Marketing experience with large scale complex programs including Mobile and Social Media.
  • Strong analytical and technical skills for Campaign Management and Reporting Software, spreadsheets, and databases,
  • Extensive analytics experience in the development of CRM reporting and analytical techniques (e.g. statistical modeling, segmentation) to enable optimization of CRM programs.
  • Experience with managing marketing agency relationships and defining agency scope of work, budget, and timelines.
  • Ability to apply marketing automation, segmentation and sophisticated targeting and personalization strategies to CRM programs.
  • Ability to manage multiple projects at once with a sense of urgency required to work in a deadline driven environment.
  • Managed a team of 5+ digital CRM marketing resources
  • Must have strong working knowledge of all MS application and superior Excel and analytical software skills
  • Diligent, flexible, resourceful, independent worker with a strong work ethic.
  • Strong communicator capable of delivering concise messages to various audiences.
  • Positive attitude, team player with professional demeanor.
  • Intellectual curiosity and strong willingness to learn; or equivalent combination of education and experience.


Your talent, skills and experience will be rewarded with a competitive compensation package.

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.


Universal Orlando Resort. Here you can.

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Orlando, Florida

Universal Orlando Resort is a unique vacation destination that is part of the NBCUniversal Comcast family. For more than 25 years, Universal Orlando has been creating epic vacations for the entire family – incredible experiences that place guests in the heart of powerful stories and adventures. 


Universal Orlando’s three theme parks, Universal Studios Florida, Universal’s Islands of Adventure and Universal’s Volcano Bay, are home to some of the world’s most exciting and innovative theme park experiences – including The Wizarding World of Harry Potter – Hogsmeade and The Wizarding World of Harry Potter – Diagon Alley. Universal Orlando’s on-site hotels are destinations unto themselves and include Loews Portofino Bay Hotel, the Hard Rock Hotel, Loews Royal Pacific Resort, Loews Sapphire Falls Resort, Universal’s Cabana Bay Beach Resort, and Universal’s Aventura Hotel. Its entertainment complex, Universal CityWalk, offers immersive dining and entertainment for every member of the family.

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