Sr. Manager, Marketing - Consumer Brand Management


Universal Orlando

Job Title:

Sr. Manager, Marketing - Consumer Brand Management

Job Location:

Orlando, FL


Job Description:

Universal Parks & Resorts is comprised of Universal Orlando Resort, Universal Studios Hollywood, Universal Studios Japan, Universal Studios Singapore, as well as a new destination coming in Beijing, China. We are a universe of opportunities for people who have a lot to offer. It takes a special kind of person to work at all of our destinations. An individual who knows how to be part of a team. Someone with a sense of fun who’s serious about their work. A person who knows it doesn’t take magic to put a smile on a guest’s face… it takes hard work, dedication, knowledge and just the right amount of Universal attitude. Universal’s theme parks offer exactly the kind of vacation families crave – bringing together popular culture’s most compelling stories, characters and adventures to create some of the world’s most innovative and entertaining attraction experiences. These are immersive, next-level, adventures such as The Wizarding World of Harry Potter™, outrageously fun attractions such as Despicable Me Minion Mayhem and highly themed, authentic experiences based on cutting-edge television, such as Race Through New York Starring Jimmy Fallon. We embrace the power of cultural diversity and inclusion and continuously strive to maintain a team that is a reflection of our global audience. Universal Parks & Resorts adheres to ‘The Universal Way’ by not just meeting guest expectations, but exceeding them, every time. Join us if you want to collaborate, innovate, develop, and deliver the most compelling entertainment experiences imaginable that drive growth for the Universal brand around the world. Universal Parks & Resorts provides world-class entertainment destinations with signature theme parks that create unparalleled entertainment.

JOB SUMMARY: Leads daily brand management function for the assigned theme park sub brand within Universal Orlando Resorts and all of its offerings.  Responsible for developing a compelling, sustainable, brand position that serves as part of the core foundation for the overall UO destination strategy.  Clearly establishes the assigned theme park as its own immersive experience within the UO destination portfolio.  Collaboratively develops marketing plans designed to appeal to targeted audiences, engage them, induce trial and compel repeat visitation as loyal guests.  Ultimately responsible for driving brand awareness and appeal for the assigned theme park.

Under the oversight of the Sr. Director, CBM (Product Strategy); leads the development of all assigned theme park attraction launches, marquee events, and broadcast product marketing initiative input that support the broader short and long-term marketing strategy for UO.  May also be assigned to multiple theme parks and lead resort-wide theme park initiatives.

Develops new product/services ideas and enhancements to exceed consumer expectations and differentiate the UO brand as well as the assigned theme park sub-brand.  Leverages research data and conducts insightful analysis to influence UO leadership to new levels of growth and/or profitability.



•             Destination Support:  Responsible for maximizing attendance, APV, and repeat visitation to assigned theme park through fact-based analytics.  Meet/exceed performance goals for assigned theme park initiatives.  Continuously improve performance of existing initiatives.  Identify new concepts to drive sales and/or profitability growth.  Develop and maintain consistent brand charter strategy for the assigned theme park.  Establish the assigned theme park as a can’t miss UO destination experience.  Position the assigned theme park as a significant competitive advantage in the marketplace.  Ensure all UO communications are consistent with the assigned theme park sub-brand.  Provide POV on new attractions, events, and broadcast opportunities for marketability, guest appeal, and park brand fit.  Provides annual planning input as the assigned theme park subject matter expert.  May also be responsible for resort-wide communications strategy, product messaging hierarchy and 3 park


•             Implementation Leadership:  Collaborate by seeking and leveraging partner input in the development of strategic direction for assigned theme park initiatives.   Ensure alignment with CBM Origin “Go To Market” strategies and Business Teams, Strategy Insights, Licensed Partners, Resource Management, Product Development and Pricing.  Marketing point of contact for key partners: Operations, Revenue Operations, Entertainment, Universal Creative and Human Resources.  Lead cross-channel implementation of assigned theme park initiatives that add brand equity and profitability such as attraction launches, Marquee Events and cross property celebrations.  Oversees key assigned theme park initiative performance.  Proactively publish performance “Points of View” and proactive course correction recommendations as necessary.  Expected to proactively and continuously drive efficiency and productivity improvements in the product marketing work flow process.

•             Supervisory Leadership:  Responsible for coaching, training and developing all direct reports.  Responsible for oversight/guidance to direct report managed initiatives: Marquee Events, Broadcast Opportunities and Initiative Performance Tracking and Reporting.


SCOPE:  Develops marketing plans and strategies based on information and analysis resulting from the strategic planning process of Marketing & Sales for UOR.  Reports to the Sr. Director CBM (Product Strategy).


EDUCATION: Bachelor’s degree Marketing or Communications required; MBA preferred.



•             7-10+ years of progressive brand management and/or marketing experience

•             Management/Supervisory experience with proven team/consensus building skills

•             Record of exceeding targets/objectives. 

•             Strong analytical, planning, forecasting and budgeting/financial skills.

•             Strong critical decision-making and communication skills.

•             Demonstrated translation of data into implication and implication into strategy.

•             Strong understanding of consumer and brand research.

•             Cross-functional leadership expertise in a fast-paced and complex environment.

•             Self-starter with ability to maintain poise when dealing with ambiguity.

•             Demonstrated ability to proactively improve processes and procedures.

•             Experience presenting to and working with executives.

•             Expertise in developing cohesive, engaging, concise, fact-based presentations.

•             Travel & Resort Industry, Entertainment &/or Theme Park experience

•             Customer Insight, Retention & Loyalty, Integrated Marketing Communications

•             Marketing analytics development and reporting.

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


Universal is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at Universal Parks & Resorts via-email, the Internet or in any form and/or method without a valid written Statement of Work in place for this position from Universal Parks & Resorts HR/Recruitment will be deemed the sole property of Universal Parks & Resorts. No fee will be paid in the event the candidate is hired by Universal Parks & Resorts as a result of the referral or through other means.




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