Director, Audience Science & Personalization

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

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.