Sr. Director of Marketing, Undercover Tourist

EBG•Austin, TX

6d•Hybrid

About The Position

Undercover Tourist is the leader in family theme park and cruise vacations, engaging customers throughout the research, planning, and purchase journey. We specialize in theme park and attraction tickets, hotel and resort packages, and cruise e-commerce for premier destinations, combined with deep vacation planning content and best-in-class inbound marketing tools. As we continue scaling our business, we're seeking a strategic, data-driven Sr. Director of Marketing to lead our marketing organization, drive profitable growth, and grow a world-class marketing function that can efficiently scale with the business. Strong preference for this role to physically be in Austin, TX, where the Undercover Tourist team is headquartered. This is a rare opportunity to join an established, high-growth e-commerce company experiencing significant momentum from recently launched new product categories. You'll 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. You'll work directly with the GM/Head of Undercover Tourist and cross-functional leadership to lead go-to-market strategy, drive customer acquisition and retention, and maintain and enhance Undercover Tourist as the undisputed leader in family theme park travel. At Undercover Tourist, you get the 'best of both worlds': we're large enough to have resources and scale, but small enough that you'll have significant autonomy and make a direct, measurable impact on business outcomes. You'll think strategically while also rolling up your sleeves to execute. We're fun, driven, and passionate about helping families create unforgettable vacation experiences. We do this strategically by creating (free!) comprehensive Disney and theme park planning content to engage customers throughout their journey, paired with optimized theme park commerce and exceptional value when they are ready to purchase.

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

You have deep personal passion for travel and family experiences, and you understand intuitively why families trust a brand like Undercover Tourist with one of their most anticipated purchases of the year.
You enjoy theme parks and bring genuine enthusiasm and credibility to the category.
You have successfully managed co-op marketing relationships with large brands and know how to negotiate, collaborate, and maintain brand integrity on both sides of the table.
You’ve built something from a lean foundation. You’ve grown a brand or a team without unlimited resources, and you’re proud of what you built with what you had.
You know when to be the strategist in the room and when to roll up your sleeves, and your team respects you for both.
You are a natural storyteller who understands that the best marketing doesn’t feel like marketing, especially to a family planning a once-in-a-year vacation.
You thrive in a collaborative, entrepreneurial culture where ownership is real, speed matters, and your fingerprints are on everything.

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