Universal Parks and Resorts North America CMO on Defining the Brand Alongside Your Consumers

Theme park veteran Xiomara Wiley discusses what's new and her approach to post-pandemic marketing

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Recently, at the peak of spring break travel, Orlando hotel occupancy reached nearly 81%—the second-highest rate this year, according to Visit Orlando. The upswing in tourists and thrill-seekers is something Xiomara Wiley and her team are not only excited for, but also prepared for in all new ways thanks to deep consumer listening, empathy and agility.

Having spent more than 25 years in the theme park industry, with her most recent role as CMO and evp of marketing for Universal Parks and Resorts North America, Wiley gives us a peek into the exciting innovations coming to the Orlando and Hollywood destinations. (Nintendo, anyone?)

She also shares how her team builds, protects and grows the brand alongside its biggest fans to drive tangible business results, and the role social media has played in helping the company shape its post-pandemic experience.

“Social media obviously gives you some indications of what consumers are seeing about your brand and how they feel about your experiences,” Wiley shared. “And just knowing that consumers are now helping us to define our brand. It’s not only about what we say as marketers, but also about what they say to each other.”

Tune in to hear how the marketing team at Universal Parks and Resorts leverages storytelling and immersive experiences throughout its parks and resort. You’ll also hear Wiley’s memorable advice on embracing who you are (especially when you’re the “only” in the room), the power of mentors who help you see your blind spots and advocating for yourself and your work.

This episode is also available on SpotifyiHeartRadio and Apple Podcasts.