Senior Specialist, Digital Consumer & E-Commerce

Senior Specialist, Digital Consumer Experience & E-Commerce (DCXE)

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.

• 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 work streams.
  • 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,…