Chief Marketing Officer

• 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

EBG

Senior Director of Marketing