Sr. Director of Marketing, Undercover Tourist

Essential Functions

• Strategic Leadership & Business Impact (20%)
  • Own overall marketing strategy and annual planning aligned with company revenue, budgets and growth objectives
  • Manage marketing P&L and budget allocation across paid, owned, and earned channels with clear ROI accountability
  • Drive data-driven decision making across the organization through marketing attribution, customer analytics, and performance modeling
  • Present marketing performance, insights, and strategic recommendations to both internal and external stakeholders as requested
  • Identify and execute strategic growth opportunities including new marketing channels and activations, partnerships, and customer segments
• Performance Marketing & Revenue Growth (40%)
  • Own customer acquisition strategy and execution across paid media (Meta, TikTok, YouTube), SEO, email, SMS, and other channels as assigned
  • Create video and written content briefs ensuring cohesive storytelling, platform experimentation, community growth, and performance optimization
  • Drive continual SEO and AI content optimization
  • Manage annual paid media budget with clear CPA targets; optimize spend allocation based on channel performance and attribution modeling
  • Manage end-to-end creator/influencer programs including partner identification, contract negotiation, campaign briefs, and performance tracking with clear ROI measurement
  • Pitch and drive strategic marketing partnerships with key theme park partners (Walt Disney World, Disneyland, Universal Orlando) to unlock co-op marketing budgets and exclusive offers
  • Negotiate marketing collaborations, content partnerships, and joint promotional opportunities with external creator partners
  • Serve as business lead and creator liaison at high value creator activations (6-8 events annually with travel to CA/FL)
  • Explore and implement AI-driven tools to improve content production, campaign performance and customer engagement
• Team Leadership & Organizational Development (20%)
  • Lead, mentor, and develop a high-performing marketing organization (currently 2 direct reports, 5 indirect reports)
  • Manage direct relationships with agency partners, freelancers, and strategic creator partners
  • Establish clear team goals, KPIs, and accountability frameworks; conduct regular performance reviews and development planning
  • Foster a culture of experimentation, data-driven decision making, continuous improvement, and customer focus
• Brand, Content & Customer Experience (15%)
  • Oversee cohesive brand strategy and content roadmap that reinforces Undercover Tourist as the leader in theme park travel and exceptional customer value
  • Craft differentiated messaging and positioning; conduct competitive analysis to identify key differentiators and opportunities
  • Ensure brand consistency and customer experience excellence across all touchpoints (web, email, social, paid, events, partner channels)
• Marketing Operations & Technology (5%)
  • Own marketing technology stack including UCT custom content admin, SMS platform, analytics (GA4, attribution tools), automation, and AI-powered tools
  • Evaluate and drive strategic adoption of martech solutions that improve team efficiency and campaign performance

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or a related field required; MBA or advanced degree preferred.
• 8+ years of progressive marketing leadership experience, with demonstrated success owning marketing strategy, budget, and P&L in a direct-to-consumer and e-commerce environment.
• Proven performance marketing expertise across paid social (Meta, TikTok, YouTube), SEO, email, and SMS, with hands-on experience managing large-scale media budgets and optimizing for CPA and ROAS.
• Deep experience building and managing creator and influencer programs, including partner identification, contract negotiation, campaign management, and ROI measurement.
• Strong brand and content strategy instincts, with the ability to craft differentiated positioning and ensure brand consistency across all customer touchpoints in a highly competitive marketplace.
• Demonstrated ability to lead, develop, and inspire marketing teams, establishing clear accountability structures, coaching talent, and building a culture of data-driven experimentation.
• Experience managing co-op marketing partnerships and negotiating joint promotional opportunities with major consumer brands or entertainment partners; familiarity with the theme park or travel industry is a strong plus.
• Advanced analytical capability, comfortable with marketing attribution modeling, GA4, customer analytics, and performance reporting, with a track record of translating data into actionable strategy.
• Entrepreneurial mindset with the ability to think strategically and execute tactically; thrives in a fast-moving, lean environment where autonomy and measurable impact go hand in hand.
• Strong executive presence and communication skills, with experience presenting marketing strategy and performance to senior leadership and external partners.