The Universal Pictures Digital Marketing department is responsible for creating and maintaining an online presence for all theatrical releases across the internet and mobile devices, and is often the arena in which movies are initially introduced to the marketplace. This includes the official websites, online banners and rich media, co-branded websites, social media and on-line publicity and promotions.
The Digital Marketing Analyst will oversee the reporting of information gleaned about Universal’s releases from online buzz monitoring and research services. The analyst will be responsible for tracking key social media and online metrics from Facebook, Twitter, Google, YouTube and other sources. Experience in research, statistics and data analytics is critical. Exceptional communication skills both one-on-one and across all levels of management are crucial. Individuals must be able to handle multiple responsibilities, and to efficiently juggle a workload in the face of shifting priorities and deadlines. On a daily basis, the position requires someone that can take initiative with minimal direction, has the ability to seek out information from appropriate sources and has exceptional follow-through. Attention to detail is extremely important.
Individuals in this job must possess solid computer, writing, and creative skills. Online research experience is critical for this position. Familiarity with tools to monitor social buzz (Crimson Hexagon, Fizziology, Radian 6, etc.), sources for online data intelligence, digital creative testing methodologies and competitive analysis are essential for the role.
The position reports to the Senior Vice President, Digital Marketing.
Active listening, monitoring and reporting of key media forums to understand conversations around theatrical releases
Quantifying tone and qualifying online conversation using social media tracking and reporting tools and providing analysis of social media landscape and buzz volumes
Testing and analysis of online creative options for display and social media placements
Segmenting of target audiences based on analysis of intenders
Profiling of audience for remarketing efforts through leveraging of social media communities (Facebook, Twitter, YouTube, Pinterest)
Reporting of online reactions to key theatrical events – trailer debuts, image and one sheet debuts, competitive releases and other beats in the marketing campaign
Weekly summary of online volume, sentiment and dispersion of buzz for Universal’s theatrical releases
Working with Universal’s media agencies to assess efficacy of various media placements
Monitoring impact of online activity in offline tracking services (NRG, MarketCast, OTX) and exit polls
Developing methodology to measure online media (and video elements) to equate to offline standards (TRPs, GRPs, etc.)
Previous experience with interpreting and monitoring online buzz
Research background in a brand advertising setting
Understanding of media analytics
Data analytics and customer profiling for remarketing efforts
Working knowledge of Microsoft-based software: Outlook, Word, Excel, Powerpoint
Working knowledge of PhotoShop
At least 3 years of experience in research and data analytics
Interested candidates must submit a resume/CV online to be considered
Must be willing submit to a background investigation
Must be 18 years or older
Must have unrestricted work authorization to work in the United States
Must be covered by Solutions, NBCU’s Alternative Dispute Resolution Program
Must be willing to work in Universal City, CA
4 year college degree in marketing or related field is strongly preferred
Strong written and communication skills at all levels
Entertainment industry experience preferred but not required
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NBC Universal - 20 months ago