Sr. Director of Marketing, Undercover Tourist - FL

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. This role can be remote in Orlando, Miami, or Austin, TX. 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.Essential Functions Strategic Leadership & Business Impact (20%)Own overall marketing strategy and annual planning aligned with company revenue, budgets and growth objectivesManage marketing P&L and budget allocation across paid, owned, and earned channels with clear ROI accountabilityDrive data-driven decision making across the organization through marketing attribution, customer analytics, and performance modelingPresent marketing performance, insights, and strategic recommendations to both internal and external stakeholders as requestedIdentify and execute strategic growth opportunities including new marketing channels and activations, partnerships, and customer segmentsPerformance Marketing & Revenue Growth (40%)Own customer acquisition strategy and execution across paid media (Meta, TikTok, YouTube), SEO, email, SMS, and other channels as assignedCreate video and written content briefs ensuring cohesive storytelling, platform experimentation, community growth, and performance optimizationDrive continual SEO and AI content optimizationManage annual paid media budget with clear CPA targets; optimize spend allocation based on channel performance and attribution modelingManage end-to-end creator/influencer programs including partner identification, contract negotiation, campaign briefs, and performance tracking with clear ROI measurementPitch and drive strategic marketing partnerships with key theme park partners (Walt Disney World, Disneyland, Universal Orlando) to unlock co-op marketing budgets and exclusive offersNegotiate marketing collaborations, content partnerships, and joint promotional opportunities with external creator partnersServe 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 engagementTeam 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 partnersEstablish clear team goals, KPIs, and accountability frameworks; conduct regular performance reviews and development planningFoster a culture of experimentation, data-driven decision making, continuous improvement, and customer focusBrand, 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 valueCraft differentiated messaging and positioning; conduct competitive analysis to identify key differentiators and opportunitiesEnsure 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 toolsEvaluate and drive strategic adoption of martech solutions that improve team efficiency and campaign performance