Performance Marketing

• Develop and execute a comprehensive demand generation strategy aligned to pipeline, revenue, and growth objectives across multiple business lines.
• Own full-funnel performance across awareness, engagement, lead capture, nurture, conversion, pipeline acceleration, and revenue contribution.
• Design and optimize integrated, multi-channel programs across email, paid media, content, SEO, webinars, events, partnerships, landing pages, and lifecycle marketing.
• Partner closely with sales leadership, product marketing, and business stakeholders to refine audience segmentation, buyer personas, value propositions, and go-to-market messaging.
• Translate business priorities into campaign plans, conversion pathways, and sales enablement tools that support distinct customer segments and buying journeys.
• Strengthen alignment with sales on lead definitions, qualification criteria, handoff processes, and shared pipeline goals.
• Lead, coach, and develop the existing team while assessing structure, capabilities, and future hiring needs.
• Drive a disciplined test-and-learn approach to improve campaign effectiveness, lead quality, conversion rates, and marketing ROI.
• Partner with marketing operations and sales operations to improve CRM processes, automation, reporting, attribution, and funnel visibility.
• Provide regular business reviews, performance insights, and strategic recommendations to senior leadership.

Senior Director, Demand Generation

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, Demand Generation

Senior Director of Marketing