Role Overview

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

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.

Benefits

Medical, Dental & Vision
401k Match
Short Term Disability, Long Term Disability (Company Paid)
Company Paid Basic Life and AD&D
Additional Voluntary Benefits
Flexible Work Arrangements
3 Weeks of PTO + 5 Personal Days
Paid Holiday Break from Christmas to New Year
Paid Holidays
Fitness Centers (location dependent)
Annual Day of Giving
EBG gives $1000 per year in Tickets-At-Work gift cards to full-time employees to experience and enjoy the savings marketplace!

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Senior Director of Marketing