Sr. Director of Marketing, Undercover Tourist - FL

EBG•Orlando, TX

1d•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. This role involves owning the marketing strategy, budget, and P&L impact, working closely with the GM/Head of Undercover Tourist and cross-functional leadership to drive customer acquisition and retention. The position offers the opportunity to lead the marketing and content team, including external creator partners, and make a direct, measurable impact on business outcomes in a fast-paced, entrepreneurial environment. The company focuses on theme park and cruise vacations, providing comprehensive planning content and commerce solutions.

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.
Enjoyment of theme parks and genuine enthusiasm and credibility in the category.
Experience building something from a lean foundation and growing a brand or team without unlimited resources.
Natural storyteller who understands that the best marketing doesn’t feel like marketing.
Thrives in a collaborative, entrepreneurial culture where ownership is real, speed matters, and fingerprints are on everything.
Knows when to be the strategist and when to roll up their sleeves.

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.
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.
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.