Utilize overall UOR plans to strategically plan and implement online marketing efforts including Display Advertising and Search Engine Marketing and the testing and evaluation of new/emerging online media vehicles to drive consumer traffic to UniversalOrlando.com. Manage overall online media budget and vendor relationships. Lead and participate in weekly cross-functional task force meetings and contribute to the team approach in analyzing online media performance and determining strategic outcomes for implementation. Manage online media planning and buying team direct reports. Partner with offline media manager to integrate online media strategies and tactics with traditional offline media to deliver a fully integrated communication plan. Partner with Brand Marketing, Advertising and eCommerce (media/creative analysis). Partner with Legal to ensure vendor contracts adhere to the most current online advertising/UO guidelines. Research emerging media trends to ensure UO stays competitive in the online market.
Manage Display Media Planning & Buying Process
Leverage marketing data (3rd party data tools, prior campaign results and vendor media kits & meetings) to select the right fit vendors and sites for online media campaigns
Lead communication with external vendors to gather media information and negotiate buys
Manage market research tools (comscore, Compete, online industry publications and media news) to stay current in online media trends and evaluate vendors against marketplace data
Manage communication with UO legal for “terms and conditions” review and approvals prior to campaign launches
Identify and evaluate new and innovative programs to drive online traffic to UO.com
Manage Display Media Budget
Manage pay-per-click online media opportunities in Search Engine Marketing
Work with Paid Search Analyst to develop campaign strategy and optimize campaigns (including Google, Yahoo and Facebook)
Manage budget for Paid Search campaigns
Manage Day-to-Day Online Media Activity
Integrate online efforts with traditional offline advertising
Directly plan, negotiate and buy online media to execute against Brand and Internal Partner strategies.
Manage UO Event/Ticket advertising and internal partner advertising (Resorts, TIS, UPRV, Meetings & Events, CityWalk, Merchandise)
Present campaign plans to Sr. Leadership for final approval
Budget Management and Campaign Tracking:
Develop campaign analysis, optimization processes, and recommend tactical changes to maximize campaign performance while maintaining appropriate CPC (cost per click) and ROAS (Return on Ad Spend) goals.
Prepare and Manage budget, track results and optimize program based upon results.
Ensure the proper tagging and coding of online marketing tactics to enable tracking and reporting.
Access and analyze third-party and syndicated research.
Manage/Supervise day-to-day relationships with Vendors, Corporate Partners and Internal Partners
Manage internal online media agency to directly plan, negotiate and buy online media for UO Events/Ticket Programs (AP) and Internal Partners (UPRV, Resorts, TIS, Meetings & Events, CityWalk, Merchandise)
Manage communication between Blue Man Group’s digital agency to share best practices and leverage media relationships to assist their online media buys,
Perform Other Duties As Assigned:
Act as interactive consultant (and often co-manager) with all promotions and sweepstakes that have an online component.
Understand and actively participate in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and team member involvement activities. Qualifications/Requirements
Education: Bachelor's degree from a four-year college or university in marketing.
Experience: 5-7 Years: Experience in online marketing planning, direct buying and execution.
Your talent, skills and experience will be rewarded with a competitive
compensation package. EOE.
We regret, due to the volume of responses, only applicants of interest will be contacted.
To go directly to this position cut and paste the Job Posting number: 6045BR
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