Director, Audience Science

Universal Orlando Resort; Orlando (FL); On-site; USD 190,000 - 260,000; Full time

Job summary

Universal Orlando Resort is seeking a Director of Audience Science to lead the UDX Commercial Advanced Data Analytics group across destinations. You will guide a multidisciplinary team to develop audience strategies, segmentation, predictive models, and journey measurement.

Partner with Marketing, Digital, Product, Operations, Technology, and Finance to translate guest and commercial data into measurable improvements in marketing performance and revenue.

Qualifications

• 10+ years in advanced analytics, data science, marketing analytics, or related field with guest/customer data, measurement, and experimentation.
• 5+ years leading analytics or data science teams and developing talent.
• Experience building scalable analytics capabilities and translating insights into measurable business outcomes.
• Experience partnering with senior leaders and cross-functional teams to deliver enterprise initiatives; applying AI/automation to analytics workflows preferred.

Responsibilities

• Lead team strategy, roadmap, and operating model aligned with UDX objectives.
• Oversee audience science including segmentation, predictive modeling, experimentation, and personalization.
• Own journey analytics across UDX destinations and translate findings into actionable improvements.
• Translate analytics into commercial decisions with measurable impact and executive-level recommendations.
• Ensure analytics capabilities are scalable, embedded in business decisions, and aligned with data governance and ethics.

Skills

Audience analytics leadership

Segmentation & modeling

Experimentation & measurement

Stakeholder influence

Cross-functional collaboration

Education

Bachelor's degree in data science/related field

Master's or PhD preferred

Tools

AI & automation tools

Cloud analytics

Data visualization

Identity activation platforms

Job description

JOB SUMMARY:
The Director of Audience Science is a key leader within UDX Commercial Advanced Data Analytics, responsible for Audience Science across UDX destinations. The role leads a multidisciplinary team that develops audience strategies, segmentation, predictive models, experimentation, journey measurement, and decision-support capabilities.

JOB SUMMARY:
The Director of Audience Science is a key leader within UDX Commercial Advanced Data Analytics, responsible for Audience Science across UDX destinations. The role leads a multidisciplinary team that develops audience strategies, segmentation, predictive models, experimentation, journey measurement, and decision-support capabilities.
The Director partners with Marketing, Digital, Product, Operations, Technology, Finance, and destination teams to translate guest and commercial data into measurable improvements in marketing performance, guest experience, and revenue. The role sets the team roadmap, develops talent, guides data and platform priorities, and ensures analytics capabilities are scalable, actionable, and embedded in business decisions.

MAJOR RESPONSIBILITIES:

• Team Leadership and Operating Model
  • Set the team strategy, roadmap, priorities, and operating model in alignment with UDX commercial objectives.
  • Lead, coach, and develop a multidisciplinary analytics team while building succession and critical capabilities.
  • Manage the portfolio of recurring delivery, strategic initiatives, and emerging business needs.
  • Establish consistent standards for analytical quality, stakeholder engagement, and delivery.
  • Partner with senior leaders to prioritize investments in data, technology, and talent.
• Audience Science and Personalization
  • Lead segmentation, predictive modeling, experimentation, audience strategy, and personalization across marketing and digital channels.
  • Guide the development and adoption of scalable customer and audience data, identity, activation, decisioning, and measurement capabilities.
• Guest and Journey Analytics
  • Own journey analytics priorities and standards across UDX destinations.
  • Lead analyses that identify guest behavior, needs, friction, and opportunities across the end-to-end journey.
  • Integrate audience, behavioral, transactional, operational, and experience data to produce actionable insights.
  • Partner with Marketing, Digital, Product, Operations, and destination teams to translate findings into prioritized and testable improvements.
  • Establish impact tracking that connects journey improvements to guest, commercial, and operational outcomes.
• Commercial Strategy and Measurement
  • Translate analytics into commercial decisions, measurable financial outcomes, and prioritized actions across UDX destinations.
  • Establish measurement frameworks and controlled testing that quantify marketing, guest, and commercial impact.
  • Provide executives and channel leaders with clear recommendations that improve performance and support a guest-centric approach.
• Understand and actively participate in Environmental, Health & Safety responsibilities by following established UDX policy, procedures, training, and team member involvement activities.
• Perform other duties as assigned.

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and/or abilities (KSAs) required.

• Demonstrated leadership of advanced analytics or data science teams, including talent development and operating-model design.
• Expertise in segmentation, predictive modeling, experimentation, causal measurement, personalization, and journey analytics.
• Experience developing audience and guest analytics strategies across marketing, digital, and destination touchpoints.
• Ability to translate complex analyses into measurable guest, commercial, and operational outcomes.
• Experience with customer and audience data platforms, identity and activation platforms, cloud data and analytics environments, visualization, experimentation, measurement, and decisioning technologies.
• Experience partnering with Marketing, Digital, Product, Operations, Technology, Finance, and other cross-functional teams.
• Demonstrated ability to influence senior executives and communicate complex findings through concise recommendations.
• Strong program and product management skills with the ability to manage competing priorities.
• Strong guest and stakeholder focus with the ability to build effective working relationships.
• Intellectual curiosity and a commitment to continuous learning.
• Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
• Consistent attendance is a job requirement.

EDUCATION:

• Bachelor’s degree in data science, statistics, economics, computer science, marketing analytics, business, or a related quantitative field required; equivalent relevant experience may be considered.
• Master’s or Ph.D. in a quantitative field preferred.

EXPERIENCE:

• 10+ years of experience in advanced analytics, data science, marketing analytics, commercial analytics, or a related field, including experience with guest or customer data, measurement, and experimentation.
• 5+ years of experience leading analytics or data science teams and developing technical talent.
• Demonstrated record of building scalable analytics capabilities and translating insights into measurable business outcomes.
• Experience partnering with senior leaders and cross-functional teams to deliver enterprise initiatives; experience applying AI and intelligent automation to analytics workflows is preferred.

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

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