Director, Marketing - ECommerce & Merchandising
Posted on Jun 1, 2020 by Universal Orlando Resort
The Director, eCommerce Marketing and Merchandising is responsible for creating and implementing marketing and merchandising strategies across Universal Orlando's consumer direct websites and mobile app. They will develop tactical strategies for those platforms that support the organization's marketing initiatives and delivers the appropriate customer experience. For online merchandising, they will develop strategies that deliver promotional content, product positioning, and proven UX/UI techniques that drive conversion. This individual will collaborate with our web optimization, marketing, UX/UI, web production and product planning teams to create marketing and merchandising solutions that deliver results. They will be responsible for improving the value perception and purchase experiences for the customer through best-in-class merchandising practices for tickets, hotels, vacation packages and ancillary products (eg Express, Blue Man Group, meal packages, merchandise).
Lead a team of digital marketing and merchandising specialists to develop strategies that optimize Universal Orlando Resort's consumer direct web and mobile properties to meet or exceed business goals
Oversee the Web Optimization program to ensure web and mobile experiences are optimized through A/B testing to increase customer engagement and revenue
Oversee the Search Engine Optimization (SEO) strategy and ensure organic rankings are optimized for marketing and product purposes Collaborate on the roadmap of capabilities and functionality for the organization's web and mobile properties and utilize their full capability to drive marketing results and optimal conversion
Marketing and Merchandising Strategy and Planning
Partner with marketing and sales team members to effectively produce and deliver web and mobile marketing strategies that meet the objectives of the organization's annual marketing plan
Create product positioning, value proposition, descriptions and other marketing strategies used to increase the online selling potential of ticket, hotels, packages and ancillary products (eg Express, Blue Man Group, meal packages, merchandise)
Maintain online marketing content and products ensuring the accuracy of information, product details and price changes, including special offers and online store promotions
Collaborate on the implementation of Personalization efforts on web and mobile to fulfill on the objectives of the program
Develop the marketing plan for promoting the Mobile App to increase guest awareness and usage
Define and communicate business/functional requirements for the development of functionality that effectively enables web marketing and merchandising strategies
Partner with the DEP Product Management team to effectively guide the development of new features and functionality Mobile App
Ensure Web Optimization initiatives align with web marketing and merchandising strategies
Partner with the eCommerce Manager to develop merchandising strategies, web optimization and new functionality for the online store
Accountability and Reporting
Develop standard reporting and analysis that effectively communicates to senior leadership the results and business impact of web optimization, marketing and merchandising initiatives
Analyze product performance and customer feedback and respond quickly to diagnose and correct any problems
Develop and manage annual web marketing and E-commerce merchandising budget requirements necessary to maintain and grow the online business
Responsible for reviewing and monitoring competitive websites and trends in web marketing and E-commerce merchandising. Bring the organization's attention to new ideas/technologies as they emerge.
Act as marketing team representative to various internal clients who rely on websites and mobile to advance their business needs
Understands and actively participates in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and Team Member involvement activities.
Performs other duties as assigned.
Contribute to building brand equity, establishing a positive customer experience, and building brand loyalty through website and mobile marketing strategies and experience execution
Experience developing and implementing online product merchandising strategies with proven results
Experience collaborating with Product Management teams on the evolution of an online product development lifecycle over multiple releases
Possess exceptional understanding of the best practices for online user experience and interface strategies, site usability and user interface design
Understand the importance of introducing relevant features that support a CRM approach to customer acquisition, data collection and personalization
Must be conversant in the latest technical standards and best practices in website and mobile app development
Present a successful track record partnering with his/her organization's information technology organization in the development and launch of websites and mobile apps user features/functionality
An extraordinary team player that thrives in a fast-paced, high-growth, entrepreneurial environment where quality and speed of decision making and execution are critical
EDUCATION: Bachelor's degree required, MBA a plus.
10+ years of experience in E-commerce marketing and online merchandising for B2C web and mobile properties with an emphasis on name brand travel or retail sectors
Experience with developing and managing a marketing plan and department budget
Proven experience with developing and executing online merchandising strategies designed for web and mobile platforms to drive engagement and conversion
Product development experience that has materially contributed to growing online revenue within the context of a consumer oriented E-commerce business
Mix of experience in marketing, merchandising, technology and/or product development for website and mobile apps
Or equivalent combination of education and experience.