SMERF Market Sales Manager - Universal Kids Resort

JOB SUMMARY:

Responsible for the development of sales initiatives, marketing exposure and managing client relationships to generate high yield opportunities for Universal Kids Resort (UKR). Delivers revenue to UKR by selling products and services to specific markets including social, military, educational, religious, and fraternal (SMERF) groups. Responsible for the execution of negotiated contracts, marketing plans, product training for clients, front-line travel agents and attending any travel shows or conferences. Drives sales by proactively seeking out new revenue generating business opportunities that benefit resort-wide initiatives.

JOB RESPONSIBILITIES:

• Manages all SMERF sales channel relationships to create high yield opportunities to achieve objectives for sales volume and associated revenues via UKR ticket and vacation package products based on account’s business models. Drives SMERF interest and revenue to maximize hotel occupancy during theme park seasonal closures. Partners closely with key Universal Destinations & Experiences (UDX) Marketing & Sales teams to support cross-departmental initiatives, creative briefs, and project deliverables.
• Maintains strong relationships with existing accounts and continual client interactions with military branch ticket offices nationwide to update sales staff on products, seasonal events, and new destination content. Visits top-tier domestic base offices annually and participates in regional travel shows and military-centric committees. Solicits religious conferences, youth group retreats, faith-based travel planners, and fraternal associations to host events at UKR. Conducts site inspections, sales calls, and presentations to decision-makers in these segments. Develops packages that integrate meeting space, catered events, hotel blocks, and park access, customizing experiences for large group gatherings.
• Solicits targeted customers within assigned territory for domestic business via site inspections, sales calls, attending tradeshows, hosting functions, liaising with assigned accounts and contracts. Maintains resort knowledge throughout the theme park and hotel and continues to be well-versed in all Universal Kids Resort product offerings, procedures, and policies.
• Develops and manages existing accounts to build brand loyalty for Universal Kids Resort. Responsibilities include conducting sales trainings and presentations, sales blitzes, familiarization trips, negotiations and execution of marketing plans, tradeshows, incentives, negotiating increased marketing exposure and implementing of all UKR collateral and products to generate awareness and increase ticket and package sales.
• Prepares reporting and performance analytic needs for channel clients. Provides weekly variance reporting and marketplace data/metrics. Partners with Marketing & Sales management to develop annual sales channel goals, strategy and tactical applications for implementation. Conducts weekly activity reports demonstrating workload, business focus and client communications via Salesforce system.
• 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.
  
  

SUPERVISORY RESPONSIBILITY:

• Individual Contributor
  
  

ADDITIONAL INFORMATION:

• Carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws.
  
  

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.

• Strong knowledge of SMERF markets and passion for building relationships.
• Exceptional communication and presentational skills.
• Technical acumen to effectively navigate point-of-sale and CRM systems including Salesforce, Delphi/Amadeus (Space Management/BEO), and Horizon/SAP POS/ticketing system is desirable.
• Knowledge and experience working in Frisco, Dallas, and surrounding areas hospitality and/or event industry is preferred.
• Exhibits maturity and confidence in making decisions that will impact the business.
• Proficient in Microsoft Office, including Word, Excel, PowerPoint, Teams and Outlook.
• 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 Business Administration, Marketing, Public Relations or Communications is required.
  
  

EXPERIENCE:

• 3 years of experience in Sales, Client Services, or Marketing is required, experience in Frisco market is preferred; or equivalent combination of education and experience.
  
  

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

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Universal Kids Resort is an equal opportunity employer. Universal elements and all related indicia TM & © 2025 Universal Studios. All rights reserved. EOE.