Senior Specialist, Digital Consumer Experience & E-Commerce

JOB SUMMARY:

The Senior Specialist, Digital Consumer Experience & E-Commerce (DCXE) is responsible for the development and implementation of digital campaign strategies, page planning, and tactical execution across web, mobile app, and online store platforms in support of Destination Programs and Campaigns for Universal Orlando Resort, Universal Kids Resort and/or Universal Horror Unleashed. This role operates at the intersection of strategic planning, performance measurement, and iterative enhancement. With a focus on delivering high-quality digital experiences, the Senior Specialist leads the activation flywheel: translating strategy into tactics, executing with precision, analyzing performance, capturing learnings, and evolving best practices. Success in this role requires a strong sense of ownership, data fluency, strategic vision, and an eye for detail to ensure that guest experiences are not only optimized but also aligned with business goals and campaign timelines.

MAJOR RESPONSIBILITIES:

Digital Strategy & Experience Planning

• Lead the development of digital strategy and tactical execution plans for destination and campaign initiatives across websites, mobile apps, and online stores.
• Serve as the primary strategic partner for assigned programs, ensuring business goals are reflected in digital approaches across all consumer touchpoints.
• Create Strategic Input Documents for campaigns and destination programs, including journey maps, SEO requirements, personalization strategies, and tactical page planning, ensuring seamless integration and consistency across all stages of the guest lifecycle.
• Participate in and, where appropriate, lead cross-functional forums (e.g., program briefings, brainstorms, introspectives) to align on guest-first experience enhancements.
• Collaborate with marketing, content, product, analytics, and technology teams to translate strategy into actionable digital deliverables and ensure channel integration.
• Review campaign and experience performance across web and app platforms; interpret analytics to produce actionable insights and influence optimizations.
• Conduct competitive and cross-industry benchmarking to inform innovation and maintain Universal’s leadership in digital guest experience.
• Define and prioritize testing strategies (including A/B, personalization, and usability tests) aligned to key campaign and destination objectives. Synthesize learnings and work with partners to scale winning variants into templates and best practices.
• Partner with internal product and platform teams to document and communicate web/app requirements that support new destination capabilities and functionality.
• Champion continuous improvement by identifying pain points and gaps in experience delivery, and driving backlog refinement and enhancements.

Campaign & Program Execution

• Maintain deep visibility into the status, timelines, and risks of assigned digital campaigns and programs, ensuring clarity across workstreams.
• Represent DCXE in the production of website, mobile app, and online store experiences, ensuring that all required digital tactics (including SEO and personalization) are captured, documented, and properly communicated for execution.
• Develop and manage digital proofs aligned to campaign strategy; facilitate stakeholder review, moderate feedback, and triage actionable items.
• Conduct comprehensive quality assurance (QA) on all web, app, and store content, including copy, links, assets, and CTAs, prior to launch to ensure flawless guest execution.
• Lead and coordinate launch readiness calls for assigned campaigns/programs; ensure proper stakeholder alignment, resolve last-minute issues, and confirm deployment preparedness.
• Monitor digital properties for campaign-related friction points or experience errors post-launch; partner with internal teams to troubleshoot and resolve issues swiftly.
• Ensure campaign implementations reflect established best practices, and advocate for continual refinement and precision in execution across all platforms.

Digital Guest Experience Champion

• Monitor and analyze digital channel performance across web, app, and store platforms; translate insights into actionable optimizations that improve the guest journey and drive business outcomes.
• Champion guest-first design by auditing journeys across Universal-owned and partner experiences, identifying points of friction and guiding enhancements that support intuitive next steps for the user.
• Partner with internal teams to investigate and resolve digital experience issues, ensuring a timely and coordinated response that minimizes guest disruption.
• Proactively evolve reusable frameworks, such as templates, playbooks, and page types, based on new platform capabilities, behavioral insights, and shifting guest expectations.
• Advocate for speed-to-market, iteration, and the continuous refinement of experiences through data-driven lookbacks, campaign retrospectives, and performance reviews.

Resource Management & Cross-Functional Collaboration

• Develop and maintain strong partnerships with cross-functional teams, including Marketing, Communications Planning, Technology, Product, and Content, to ensure that deliverables, timelines, and digital requirements are clearly aligned and met.
• Act as a clear and consistent communicator of project status, dependencies, and risks to both internal and external stakeholders.
• Proactively surface risks and facilitate cross-team alignment on mitigations, ensuring that issues are resolved with speed and clarity.
• Represent DCXE in campaign planning and integrated communications planning (ICP) efforts to ensure the web and app experience is fully considered and supported across all marketing initiatives.
• Participate in retrospective reviews of in-market digital executions to identify learnings, inform refinements, and support continuous improvement of DCXE workflows and deliverables.

Team & Organizational Leadership

• Serve as a subject matter expert for assigned campaigns and destinations, providing strategic guidance to marketing partners and cross-functional teams.
• Represent DCXE in key workstreams, including strategy development, incident response, campaign retrospectives, and team-wide performance or planning forums.
• Support partner prioritization by sharing insight into capacity, impact, and feasibility across web and app channels.
• Model inclusive, collaborative, and solutions-oriented behaviors, helping to eliminate barriers, champion shared wins, and support the success of peers.
• Actively contribute to a culture of high performance and positivity, celebrating milestones and embodying the values of Universal Destinations & Experiences in day-to-day interactions.
• 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.

EDUCATION:

• Bachelor’s degree in Marketing, Communications, Business or Advertising is required.
• Master’s degree is a plus.

EXPERIENCE:

Required:

• 3+ years of experience in digital marketing, eCommerce, or related fields, with proven ability to manage complex projects from strategy through execution across web and app platforms.
• Strong project management, prioritization, and organizational skills with high attention to detail—especially in fast-paced, deadline-driven environments.
• Excellent problem-solving and stakeholder management skills; able to anticipate risks, identify solutions, and drive execution independently.
• Exceptional written and verbal communication skills; able to explain technical concepts to marketing partners and present insights or recommendations clearly.
• Demonstrated ability to manage multiple workstreams simultaneously and follow through on open issues.
• Proficient in Microsoft Office Suite (Word, Excel, PowerPoint, Outlook); advanced Excel and PowerPoint experience is a plus.
• Strong interpersonal skills and ability to build collaborative, productive relationships across functions.

Preferred:

• Hands-on experience with content management systems (CMS) and website analytics tools (e.g., Adobe Analytics, QM).
• Exposure to A/B or multivariate testing, usability testing, or personalization platforms.
• Experience translating strategic inputs into digital deliverables such as landing pages, modules, or app updates.
• Background in business analysis or digital product support is a plus.

ADDITIONAL INFORMATION:

• Hybrid: This position has been designated as hybrid, contributing from the Orlando office a minimum of three days per week.

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

Universal Orlando Resort. Here you can.