Director, Audience Science

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