Head of Audience Science & Personalization

Universal Studios; Orlando (FL); On-site; USD 180,000 - 260,000; Full time

Benefits offered by this job

Competitive compensation package

Equal opportunity employer

Job summary

Universal Orlando Resort is seeking a Director of Audience Science to lead the UDX Commercial Advanced Data Analytics team. You will oversee audience strategies, segmentation, predictive models, experimentation, journey measurement, and decision-support capabilities across UDX destinations.

You will partner with Marketing, Digital, Product, Operations, Technology, Finance, and destination teams to translate guest data into measurable improvements in marketing performance, guest experience, and

Qualifications

• 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 partnering with Marketing, Digital, Product, Operations, Technology, Finance, and other cross-functional teams.

Responsibilities

• Lead team strategy, roadmap, priorities, and operating model aligned with UDX objectives.
• Lead a multidisciplinary analytics team while building succession and critical capabilities.
• Manage portfolio of recurring delivery, strategic initiatives, and emerging business needs.
• Establish standards for analytical quality, stakeholder engagement, and delivery.
• Partner with senior leaders to prioritize investments in data, technology, and talent.
• Lead segmentation, predictive modeling, experimentation, audience strategy, and personalization across channels.
• Guide development of scalable customer and audience data, identity, activation, decisioning, and measurement capabilities.
• Own journey analytics priorities and standards across UDX destinations.
• Lead analyses identifying guest behavior, needs, friction, and opportunities across the end-to-end journey.
• Integrate data types to produce actionable insights and translate findings into improvements.
• Translate analytics into commercial decisions with measurable financial outcomes and prioritized actions.

Skills

Leadership of analytics teams

Segmentation

Predictive modeling

Experimentation

Personalization

Journey analytics

Cross-functional collaboration

Executive communication

Program/product management

Education

Bachelor's degree in data science, statistics, economics, CS, marketing analytics, business, or related field

Master's or Ph.D. in quantitative field

Tools

Customer data platforms

Identity/activation platforms

Cloud data & analytics environments

Data visualization tools

Experimentation & measurement platforms

Decisioning technologies

Job description

Universal Orlando Resort is seeking a Director of Audience Science to lead the UDX Commercial Advanced Data Analytics team. You will oversee audience strategies, segmentation, predictive models, experimentation, journey measurement, and decision-support capabilities across UDX destinations.

You will partner with Marketing, Digital, Product, Operations, Technology, Finance, and destination teams to translate guest data into measurable improvements in marketing performance, guest experience, and