The Manager, Digital Consumer Experience & E-Commerce (DCXE) leads the strategy, planning, and execution of digital marketing campaigns and destination programs across Universal’s web, app, and online store platforms for Universal Studios Hollywood. This role ensures guest-first digital experiences are consistently delivered, meet business objectives, and evolve with platform capabilities. Balancing strategic planning with hands-on execution, this role drives cross-functional alignment, upholds delivery standards, and champions ongoing improvement.
Responsibilities
Digital Strategy & Experience Planning
- Own the development and communication of digital strategies and tactical execution plans for major destination initiatives and campaigns across websites, mobile apps, and online stores, ensuring alignment to business goals, guest needs, and cross-channel cohesion.
- Oversee and guide team members in the creation of Strategic Input Documents, including journey maps, SEO and personalization strategies, page planning, and user flows, ensuring seamless integration of campaign and destination content into the broader Universal digital ecosystem.
- Lead cross-functional forums (e.g., program briefings, brainstorms, introspective) to shape guest-first digital experiences, foster alignment, and ensure holistic representation of digital priorities across marketing and technology teams.
- Partner with Content, Analytics, and Marketing to translate strategic priorities into actionable digital deliverables and cross-platform implementations.
- Direct the testing strategy across campaign areas, including the design, prioritization, and analysis of A/B, usability, and personalization experiments. Share learnings across the team and ensure integration of winning variants into best practice templates and standards.
- Stay ahead of competitive and industry trends in digital experience, marketing technology, and e-commerce, and leverage findings to influence roadmap planning and future capabilities.
- Partner with digital production scrum teams and DCXE Programs to define and communicate requirements for enhancements page type templates, components and other digital tools based on both business needs and emerging guest behaviors
Campaign & Program Execution
- Oversee the execution of digital marketing campaigns and destination programs across Universal’s web, app, and online store platforms, ensuring timely delivery, cross-channel consistency, and alignment to business goals.
- Maintain visibility into campaign status and delivery risks, identifying blockers early and collaborating with cross-functional teams to resolve issues and maintain momentum.
- Provide strategic and tactical oversight of digital proof creation, QA, and approvals, ensuring campaign materials reflect creative strategy, technical requirements, and guest experience standards.
- Lead stakeholder engagement during campaign production, including moderating feedback loops, representing DCXE priorities, and managing input resolution across teams.
- Lead launch readiness calls for assigned initiatives; ensure alignment across partner teams, facilitate issue resolution, and confirm deployment preparedness.
- Monitor live campaigns and digital properties for performance issues, broken elements, or guest-facing friction; escalate and drive resolution through the appropriate channels.
- Champion operational best practices for campaign execution across platforms, and continuously seek opportunities to refine processes, tools, and coordination models that drive executional excellence at scale.
Digital Guest Experience Champion
- Own the digital guest experience across assigned campaigns and destination programs, ensuring site, app, and store journeys reflect Universal’s guest-first standards and continually evolve based on data and user behavior.
- Monitor and interpret performance across web and mobile platforms; surface insights and recommendations that drive measurable improvements to journey flow, conversion, and guest satisfaction.
- Lead auditing and refinement of digital journeys across UDX properties and third-party partner platforms, identifying friction points, defining opportunities, and championing enhancements that align to business and guest goals.
- Serve as the primary escalation point for digital experience issues, coordinating timely investigation and resolution with internal and external partners to minimize guest disruption and protect brand experience.
- Direct the integration of learnings, behavioral data, and testing outcomes into reusable frameworks (e.g., templates, modules, page types, playbooks) that improve scalability and execution quality across DCXE initiatives.
- Advocate for a culture of iteration and speed-to-market within the team by embedding retrospective findings, feedback loops, and continuous improvement into the planning and delivery process.
- Partner with stakeholders across marketing, analytics, and product to ensure digital strategies remain grounded in real guest needs and platform capabilities.
Resource Management & Cross-Functional Collaboration
- Lead cross-functional alignment across Marketing, Communications Planning, Product, Technology, and Content partners to ensure that all campaign deliverables, timelines, and digital requirements are clearly scoped, communicated, and executed.
- Oversee coordination across multiple campaigns and programs, maintaining clarity on priorities and dependencies.
- Act as the primary escalation point for executional risks across web, app, and store initiatives, facilitating swift cross-team resolution and reinforcing accountability to delivery timelines.
- Drive participation in retrospective reviews and process audits across campaigns, leading the collection of team insights, identifying systemic inefficiencies, and shaping refinements to improve future delivery.
- Maintain proactive communication with internal and external stakeholders to ensure expectations are managed, risks are surfaced early, and digital activation workstreams remain fully aligned with destination and brand priorities.
Team & Organizational Leadership
- Provide guidance and problem-solving support to the broader team, acting as an escalation point for campaign execution, stakeholder engagement, and delivery risks.
- Coordinate with departmental leadership to align on team goals, performance expectations, and resourcing needs, ensuring that delivery plans support business objectives.
- Foster a collaborative, inclusive, and solutions-focused team environment by modeling professional accountability, encouraging continuous improvement, and celebrating shared success.
- Champion Universal Destinations & Experiences’ culture and values through positive engagement, clear communication, and a guest-first mindset in all workstreams.
- 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.