Sr. Director of Marketing, Undercover Tourist

Entertainment Benefits Group•Austin, TX

6d•Hybrid

About The Position

Undercover Tourist is seeking a strategic, data-driven Sr. Director of Marketing to lead its marketing organization, drive profitable growth, and build a world-class marketing function that can efficiently scale with the business. This role has a strong preference for the candidate to be physically located in Austin, TX. It presents a rare opportunity to join an established, high-growth e-commerce company with significant momentum. The individual will have the autonomy to lead the entire marketing and content team, along with strategic external creator partners, with full ownership of marketing strategy, budget, and P&L impact. The Sr. Director will work directly with the GM/Head of Undercover Tourist and cross-functional leadership to define go-to-market strategy, drive customer acquisition and retention, and maintain Undercover Tourist's position as the leader in family theme park travel. The role offers the 'best of both worlds' by providing the resources and scale of a larger company with the autonomy and direct impact of a smaller one. The position requires strategic thinking combined with hands-on execution in a fun, driven, and passionate environment focused on helping families create unforgettable vacation experiences through strategic content creation, optimized commerce, and exceptional value.

Requirements

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.

Nice To Haves

Deep personal passion for travel and family experiences, and an intuitive understanding of why families trust a brand like Undercover Tourist with one of their most anticipated purchases of the year.
Enjoyment of theme parks and genuine enthusiasm and credibility in the category.
Successfully managed co-op marketing relationships with large brands and knowledge of how to negotiate, collaborate, and maintain brand integrity on both sides of the table.
Experience building something from a lean foundation, growing a brand or team without unlimited resources.
Ability to be both a strategist and an hands-on executor, earning respect from the team for both.
Natural storyteller who understands that the best marketing doesn’t feel like marketing, especially to a family planning a once-in-a-year vacation.
Thrives in a collaborative, entrepreneurial culture where ownership is real, speed matters, and impact is measurable.

Responsibilities

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.
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.
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.
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).
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.