Director, Audience Science

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Universal Orlando Resort
Job ID: 667961
Category: Marketing & SalesAnalytics, Marketing & Sales,
Career Type: Regular (Full-Time)
Location: Orlando, FL

Orlando – Professional Generic

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Here you can
innovate.

Be part of a team that is proud to collaborate, develop, and deliver the most compelling entertainment experiences imaginable – both in our parks and behind the scenes!

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Job Description & Requirements

JOB SUMMARY:

The Director of Audience Science is a key leader within UDX Commercial Advanced Data Analytics, responsible for Audience Science across UDX destinations. The role leads a multidisciplinary team that develops audience strategies, segmentation, predictive models, experimentation, journey measurement, and decision-support capabilities.

The Director partners with Marketing, Digital, Product, Operations, Technology, Finance, and destination teams to translate guest and commercial data into measurable improvements in marketing performance, guest experience, and revenue. The role sets the team roadmap, develops talent, guides data and platform priorities, and ensures analytics capabilities are scalable, actionable, and embedded in business decisions.

MAJOR RESPONSIBILITIES:

Team Leadership and Operating Model
- Set the team strategy, roadmap, priorities, and operating model in alignment with UDX commercial objectives.
- Lead, coach, and develop a multidisciplinary analytics team while building succession and critical capabilities.
- Manage the portfolio of recurring delivery, strategic initiatives, and emerging business needs.
- Establish consistent standards for analytical quality, stakeholder engagement, and delivery.
- Partner with senior leaders to prioritize investments in data, technology, and talent.
Audience Science and Personalization
- Lead segmentation, predictive modeling, experimentation, audience strategy, and personalization across marketing and digital channels.
- Guide the development and adoption of scalable customer and audience data, identity, activation, decisioning, and measurement capabilities.
Guest and Journey Analytics
- Own journey analytics priorities and standards across UDX destinations.
- Lead analyses that identify guest behavior, needs, friction, and opportunities across the end-to-end journey.
- Integrate audience, behavioral, transactional, operational, and experience data to produce actionable insights.
- Partner with Marketing, Digital, Product, Operations, and destination teams to translate findings into prioritized and testable improvements.
- Establish impact tracking that connects journey improvements to guest, commercial, and operational outcomes.
Commercial Strategy and Measurement
- Translate analytics into commercial decisions, measurable financial outcomes, and prioritized actions across UDX destinations.
- Establish measurement frameworks and controlled testing that quantify marketing, guest, and commercial impact.
- Provide executives and channel leaders with clear recommendations that improve performance and support a guest-centric approach.
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.

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and/or abilities (KSAs) required.

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 with customer and audience data platforms, identity and activation platforms, cloud data and analytics environments, visualization, experimentation, measurement, and decisioning technologies.
Experience partnering with Marketing, Digital, Product, Operations, Technology, Finance, and other cross-functional teams.
Demonstrated ability to influence senior executives and communicate complex findings through concise recommendations.
Strong program and product management skills with the ability to manage competing priorities.
Strong guest and stakeholder focus with the ability to build effective working relationships.
Intellectual curiosity and a commitment to continuous learning.
Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
Consistent attendance is a job requirement.

EDUCATION:

Bachelor’s degree in data science, statistics, economics, computer science, marketing analytics, business, or a related quantitative field required; equivalent relevant experience may be considered.
Master’s or Ph.D. in a quantitative field preferred.

EXPERIENCE:

10+ years of experience in advanced analytics, data science, marketing analytics, commercial analytics, or a related field, including experience with guest or customer data, measurement, and experimentation.
5+ years of experience leading analytics or data science teams and developing technical talent.
Demonstrated record of building scalable analytics capabilities and translating insights into measurable business outcomes.
Experience partnering with senior leaders and cross-functional teams to deliver enterprise initiatives; experience applying AI and intelligent automation to analytics workflows is preferred.

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 Orlando 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 Orlando HR/Recruitment will be deemed the sole property of Universal Orlando. No fee will be paid in the event the candidate is hired by Universal Orlando as a result of the referral or through other means.

Universal Orlando Resort. Here you can.

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Universal Creative EJDs – ONLY
Brand Pillars

Our Brand Pillars

These pillars are the foundation of Universal Creative and reflect the values we embody every day.

We are Innovative

We innovate the future. We push the envelope by fusing art and technology to create immersive and unforgettable experiences.

We are Empowered

We push ourselves to be our best. We lead change and solve problems, because the next thing we do should always be better than the last thing we did.

We are Authentic

We want you to be you. We believe that the unique and bold spirit of our team is what fuels our unbridled creativity and unparalleled innovation.

Spice Up Your Career

Looking for not just a job, but a career opportunity? Keeping our kitchens and dishes clean can be just the beginning. Working as a Steward will allow you to work directly with our Chefs and get hands-on experience to grow within our Culinary team. Additional Culinary Team Member perks include:

Work shoes
Opportunity for cross training and working in exciting new venues
Meal vouchers
Opportunities to advance, based on skill and available positions, to a full-time career in Culinary

Internships with Universal Orlando

At Universal Destinations & Experiences (UDX), interns gain real-world learning experiences through meaningful project work, and intentional networking opportunities all while building their professional network within one of the world’s top entertainment destinations. UDX internships provide:

Paid opportunities to grow your career
The chance to learn from talented industry professionals and make a valued impact on our Team Members and guests
Access to exclusive professional development events designed for interns
Eligibility for financial assistance towards housing may be applicable. Specific details about eligibility would be provided at the time of offer

A Universe of Opportunities

Love a fast pace? Like serving up fun? If you said “yes,” be sure to check out our Food & Beverage jobs. We’re always hiring for the unique and creative restaurants throughout our theme parks. Find out how we can satisfy your appetite for an opportunity in positions like these:

Quick Service Associate
Food & Beverage Stocker
Barista
Food and Beverage Cash Coordinator
Host/Hostess
Tipped Busser
Tipped Food Runner
Barback
Waitperson
Bartender
Steward (Dishwasher)
Line Cook
Senior Cook
Chef Assistant

A Universe of Opportunities

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Universal Orlando’s Administration division supports our entire business operation. As strategic partners, these teams take active roles to assist the organization and drive successful business decisions. And, as an industry leader, our Administration teams strive to maintain our position as a top employer and community partner. Career opportunities include:

Human Resources
Facilities Management
Legal & External Affairs
Community Relations
Environmental Health & Safety

A Universe of Opportunities

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Maintain the most technologically advanced ride systems in the world. Problem solving, electromechanical systems expertise and the ability to use good judgment in high pressure situations are just some of the key attributes we are looking for in our Ride and Show Technicians. And, from our Figure Finish and Creative Fabrication Artists who work with our animatronics, skins and silicones, to our Technical Services Warehouse Associates, we have several opportunities for maintaining the fun in a technical capacity here at Universal Orlando.

Island Overview

Team Members working as Lifeguards at Volcano Bay

Looking for a career on the water? Universal's Volcano Bay Aquatics Team isn’t just here to help keep our guests safe, they are here to make a splash! Join the team and help guard our 13 different water attractions as a Deep Water or Aquatic Attraction Lifeguard, or help operate and run our attractions as a Slide Attendant. All Lifeguard Certifications are paid for and provided by Universal Orlando, so no previous experience is required. Perks of the job include riding our water park attractions to ensure proper working conditions and being a part of Orlando’s most technologically advanced Theme Park.

A Universe of Opportunities

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If you love to have fun and thrive in a fast-paced environment, look no further than our opportunities in Quick Service Food and Beverage. From keeping our Food and Beverage carts well stocked to bringing smiles to guests in our Quick Service Restaurants located across our three parks and CityWalk, there is never a dull day. Come satisfy your appetite for opportunity in the following roles:

Quick Service Associate
Stocker
Barista
Cash Coordinator

A Universe of Opportunities

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You’ll be in the spotlight as a performer at Universal Orlando Resort! Our Performers bring our experiences to life and leave our guests with memories that will last a lifetime! Let your talent shine in one of the following roles:

Actor
Animated Street Star
Stilt Walker
Dancer
Singer
Musician
Scareactor
Puppeteer
… and more! Click Here to see our current Open Auditions

A Universe of Opportunities

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It’s never a dull day in Entrance Operations! Our Team Members in Entrance Operations have the unique opportunity of being the first point of contact with our guests and help their day start with a smile. Join the Entrance Operations team in the following roles:

Turnstile Attendant
Vacation Planner
Guest Services

A Universe of Opportunities

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Our Revenue Operations Team Members and their Leaders make a lasting impact on our Guest’s experience at Universal Orlando Resort. From Merchandise to Food and Beverage, our Revenue Operations Leaders assure that operations run smoothly creating the best environment for our Team Members and Guests. Bring your leadership skills to the Revenue Operations team in one of the following departments:

Merchandise
Food and Beverage

A Look at Universal Epic Universe

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Celestial Park is the cosmic heart of Universal Epic Universe, where wondrous discoveries await among the lush greenery, tree-lined walkways and dancing fountains. Begin your cosmic journey of discovery in a world between worlds full of sensory delights for all to enjoy together.

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Universal Creative Internship Video Transcript

[Ariel] The Universal Creative internship program is full of extraordinary opportunities for interns to gain hands-on work experience. [Jeff] Ever since I was a little kid, I always wanted to take part in designing spaces that creates some of the fondest memories for people. [Griffin] The idea of blending technology, engineering, and storytelling really spoke out to me. And I wanted to be an environment where I could learn for those who really know what they're doing. [Ariel] I looked and the job description was amazing. It was literally everything that I've ever wanted out of an internship. [Ana] Some of the cool things that I've been able to do is see a lot of behind the scenes about how the park is run, and just envisioning the future worlds of tomorrow. It's been a really cool experience just to see what's coming up. [Carey] I've done some really cool attraction walkthroughs. I've got to walk through Hulk and Kong Skull Island and Forbidden Journey, and those were really incredible experiences. [Griffin] I think the cool thing about the Universal Creative internship is, you have a lot of opportunities to work with others and do what you want to do. [Jeff] I never expected any sort of company to be like this. [Emily] I really feel like I can be myself here. Everyone's been so opening and welcome. I don't have to put on a mask. I don't have to be somebody that I'm not. I can just be my genuine, authentic self. [Carey] I would say the culture at Creative is really a community and teamwork based. [Ariel] Everyone's so invested into the interns, and that's something unique. [Ana] You can ask a question and you'll always get an answer. [Tyler] Everyone's always happy and I'm willing to help you out when you're trying to learn something new, or you don't know how to do something. [Griffin] And as a student, it's very important to get that career guidance as you go on through more classes, and it's been a really great opportunity to get that in a very open environment. [Carey] For future interns, I would just say network and learn as much as you can. It's a really incredible opportunity and everyone wants to help you out. [Emily] Embrace your time here. Take advantage of your time here because it goes by so fast. [Ana] There's no such thing as you're only doing one job here. [Griffin] You have a lot of opportunities to go outside of your scope of work as an intern. So use it as an opportunity to absorb everything like a sponge. [Ana] Join the Universal Creative team. The possibilities are endless.

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Orlando Tech Services Video Transcript

[SPEECH] This is where we work. [DESCRIPTION] Man standing above Kong maintenance bay, he waves over it. Jump to shot of two techs walking beside the ride vehicle. [SPEECH] Our maintenance bay, fact that we work on it, all of us as a team to get work on it, it’s pretty amazing. [DESCRIPTION] Two techs walking around the King Kong animatronic. Cut to shot of two techs facing the camera. [SPEECH] Hello my name is Vic and I’m a third shift tech lead. And I’m Felipe and I’m the in ride annual tech here at Skull Island. [DESCRIPTION] Ride vehicles move on the track. [TEXT] Third Shift Team Members like Felipe and Vic work overnight… [DESCRIPTION] Vic and Felipe look over the ride track. [TEXT] As part of Tech Services, their job is to maintain attraction safety and quality. [DESCRIPTION] Felipe stands in front of the Kong animatronic. [SPEECH FELIPE] So, I come in at 10. The park at night is a bit different, usually by the time I come in, you know, the park is shut down the guests have already left. [DESCRIPTION] Vic and Felipe walking the ride track. [SPEECH VIC] So the fun fact about this is that it is actually my handwriting. [DESCRIPTION] Vic motions to a unreadable marking on the track. [SPEECH VIC] Get here about nine o’clock. I do the work flow I see during the day as a lead I come in and delegate the work accordingly along with my techs. [DESCRIPTION] Vic and Felipe walking the ride track. Vic and Felipe standing over track. [TEXT] What is the most rewarding part of your role? [SPEECH VIC] One of the most rewarding things I enjoy about third shift is giving the guests the best show they could possibly get. [DESCRIPTION] Ride vehicles passing the Kong animatronic. Vic standing in front of a wall with a large skull behind him. [SPEECH FELIPE] And by the time I leave at 8:30 in the morning it’s early park admission so you get the accomplishment feeling, you know, because you already see all the people in the line getting ready to see what you just worked on at night. [DESCRIPTION] Felipe in front of the Kong animatronic. Felipe scanning one of the ride’s screens, Felipe walking the catwalk above the ride track. Vic standing in front of a large skull. [SPEECH VIC] We all work hard, we all work safe and efficient. [SPEECH FELIPE] We all made it possible. It’s priceless. [DESCRIPTION] Felipe in front of the Kong animatronic. Vic and Felipe on catwalk about ride track waving at the camera.

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Team Member Journey

“Universal is always finding ways to improve and separate from the rest. A lot of the Chefs here are like family to me. We have a caring culture and a disciplined one as well. We set up systems to ensure we are ready for success no matter what comes our way. I love working here, and as I continue to grow I will never forget the feeling of the teamwork I had when I started here 13 years ago. I carry that everywhere I go.”

Chef Johnathan Restaurant Chef

Johnathan’s Career Journey

2006

Busser
Line Production Cook

2007
2008

1st Cook
Sous Chef

2015
2018

Restaurant Chef

Team Member Journey

“What has excited me to stay with Universal Orlando Resort is the opportunity for growth and the recognition I have received in the short amount of time I have been with the company. Universal is a great place to grow and develop. If you make your career goals clear to your management team, they will provide the assistance to guide you towards success.”

Chloe Barback

Chloe's Career Journey

2017

Service Line
Food Runner

2017
2018

Food and Beverage Cash Coordinator
Barista

2021
2022

Barback

Team Member Journey

“I was always a fan of Universal Orlando Resort and visited the parks frequently growing up, so when I was ready for my first job while in high school, I knew this was the place I wanted to be. But I never imagined that my part-time job would turn into an exciting career! The ability to grow within the organization is one of the things I love most about Universal Orlando. Growth is an important part of the culture and no matter where you begin your journey, there’s opportunity to explore different areas and find your passion. I also love that there’s always something new and exciting happening at our destination for guests, including new attractions, events and more. The constant rollout of innovative new experiences makes it extremely fun and rewarding to be a part of the team!”

Kristen

Director, Public Relations

Kristen's Career Journey

2001

Ride & Show Attendant (The E.T. Adventure)
Public Relations Intern

2006
Spring & Summer 2007

Event Management Temporary Assignment
Corporate Sales Coordinator

Fall 2007
2008

Public Relations Coordinator
Public Relations Representative

2010
2013

Manager, Public Relations
Sr. Manager, Public Relations

2019
2023

Director, Public Relations

Team Member Journey

Water Quality Manager, Sebby, looking at the camera and smiling

“I’ve always loved the idea of working in a theme park centered around movies while also being able to work with my hands, and Universal Orlando Resort has given me the opportunity to do both. Since joining the company in 2017, I’ve learned that Universal allows me to grow at my own pace and fully supports that growth. Whatever goals I set for myself, Universal empowers me to achieve them. The effort I invest is matched by the investment Universal makes in me”

Sebby Water Quality Manager

Sebby’s Career Journey

2017

3rd Shift Ride and Show Mech Tech
2nd Shift Animation Control Tech US West

2018
2021

2nd Shift Lead Ride and Show Tech USF East
2nd Shift Ride and Show Supervisor USF West

2022
2023

3rd Shift Ride and Show Supervisor
Water Quality Manager

2025

Team Member Journey

“One of the best parts of my role is reflecting on moments where I’ve had the opportunity to be a part of Team Member’s or Guest’s joy and fulfillment. In addition, the family-oriented culture we’ve cultivated at Universal’s Volcano Bay – as well as having the opportunity to launch the world’s first Water Theme Park (that is continuously rated one of the top water parks in the world) – is what keeps me motivated and fuels my passion for my role.”

LaQuindell Supervisor - Volcano Bay Operations

LaQuindell's Career Journey

2011

Attendant, Park Services-Universal’s Wet n Wild
Supervisor, Park Services-Universal’s Wet n Wild

2012
2017

Supervisor, Park Services-Grand Opening Team Universal’s Volcano Bay
Supervisor, Aquatics/ Park Operations-Universal’s Volcano Bay

2018
2020

Supervisor Park/Operation Services Universal’s Volcano Bay

Team Member Journey

“Universal Studios was a huge part of my childhood growing up, introducing me to some of my favorite films like Back to the Future. As an adult, the development of interactive wands for The Wizarding World of Harry Potter™ really opened my mind to the possibilities for creative applications of interactive technology. Since working at Universal Creative, it has become clear why such innovative experiences are not only possible but encouraged. Our work culture is incredibly inclusive and motivating of outside the box thinking and collaboration which leads to world class experiences for our guests. Additionally, the work environment at Universal Creative has been critical to my personal career development. I am regularly encouraged to ask questions, to take creative ownership of my work, to seek out development opportunities for my skills, and to collaborate with my peers across the company. I’ve had the honor of working on multiple world class experiences with Universal Creative and I’m eagerly looking forward to the next challenge.”

Anthony

Software Developer, Universal Creative

Anthony's Career Journey

2016

Intern, Engineering
Technical Coordinator

2017
2017

Associate Software Developer
Software Developer

2020

Team Member Journey

"To me, Universal is a community of passionate, knowledgeable people who are driven to create great impact for our guests and Team Members. In an environment like this, the work I do and the people with whom I have the privilege of partnering makes daily work feel interesting and exciting. I always say I could do what I do for a living anywhere, but I am privileged to do this work here. Our culture allows for learning and movement, and I’ve been lucky to grow by learning from a variety of experiences, including internships, mentoring, park shifts, Team Member advocacy and event support, volunteering, and Diversity, Equity, and Inclusion Team Member Resource Groups. When I ask, “Can I learn about your team and what you do?” I am always given an enthusiastic, welcoming response by leaders across our universe. As I’ve grown here, I’ve watched Universal also grow - opening new parks, rides, and restaurants; growing our footprint across the world; and introducing innovative and cool experiences. It feels like it is always an exciting time to be here, and I can’t wait to be a part of the amazing things we’ll do next!”

Anisa

Sr. Manager, Organizational Development (Former UO Intern)

Anisa's Career Journey

2005

Intern in Organizational Development
Assorted work around HR

2006
2007

Talent Acquisition Interviewer
Rep, Org Development

2008
2011

Sr Rep, Org Development
Specialist, Org Development

2013
2016

Manager, Org Development
Sr Manager, Org Development

2019

Team Member Journey

"I first visited Universal as a 6-year-old from New Jersey, and never in my wildest dreams did I imagine that one day I would work here. Universal is more than just a workplace, it’s a place full of opportunity, where you can discover your passion and find your perfect fit. What inspires me the most is being able to turn our guest’s vacations into a real “wow” moment. When your walk to work includes passing roller coasters, dragons, and stilt walkers how could you ever want to leave? Universal has also given me the chance to grow personally and professionally, offering incredible development opportunities that have shaped who I am.”

Amanda

CityWalk Duty Manager

Amanda Career Journey

2009

Pass Sales
Pass Sales Lead

2010
2011

Guest Services Coordinator
Guest Services Sr. Coordinator

2011
2013

Attractions Supervisor
Security Supervisor

2018
2022

Merchandise Assistant Manager
CityONE Manager

2025

Team Member Journey

"Growing up in Florida, Universal was a source of unforgettable memories for me and my family, and I was always drawn to the immersive experiences that we create. I remember watching Poseidon’s Fury for the first time and my immediate desire to be a part of experiences like that when I was older. What has driven me every day at Universal since becoming a Team Member in 2016 is our culture which focuses on supporting Team Members to reach new opportunities and where every moment can make a lasting impact. I value the time I get to walk around and see the impact what we do every day has on both our Guests and our Team Members. Even more than that, I love the time I get to spend with Team Members discussing their growth and career goals and I value getting to guide others and help them feel supported in the same way other leaders did for me”

Dalton

Manager, Entertainment

2016

Attractions Attendant
Temp Coordinator, Marquee Events

2017
2018

Attractions Attendant
Attractions Lead

2019
2020

Team Captain
Temp Attractions Supervisor

2021
2021

Attractions Supervisor
Stage Manager

2022
2023

Venue Manager
Assistant Manager, Entertainment

2023
2023

Manager, Entertainment

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A Universe of Global Opportunities

Universal Orlando Resort is an all-in-one entertainment destination that includes Universal Studios Florida, Universal’s Islands of Adventure, Universal’s Volcano Bay, Universal CityWalk and Universal Orlando Resort hotels. We bring unforgettable experiences alive for our guests, immersing them in legendary stories, fantastic journeys, exciting nightlife and more.