Senior Digital Marketing Analyst, Channel Analytics

Job Summary :

The Analytics & Insights (A&I) team’s purpose is to empower data-driven decision making and strategic innovation for the Vail Resorts Enterprise.

We have a shared passion for problem-solving, innovation, tackling complex enterprise challenges, and positively impacting business results.

We approach problem-solving from perspectives that are data-driven as well as grounded in business intuition.

The A&I team fosters an environment that’s inclusive and diverse, supporting all team members to be themselves. We value everyone’s ideas and perspectives and believe that our team’s diversity is critical to our ability to deliver exceptional work products and experiences.

Position Purpose

Vail Resorts is hiring a Senior Digital Marketing Analyst, Channel Analytics. The goal of the Senior Digital Marketing Analyst is to enable and empower stakeholders to understand data effectively and use that data to impact meaningful business outcomes and optimizations for our Go-To-Market strategy and to our website / app.

Job Specifications :

• Outlet : Corporate
• The budgeted range starts at $74,100 - $96,465 + annual bonus. Actual pay will be adjusted based on experience
• Shift & Schedule Availability : Full Time, Year Round Weekend work may be expected occasionally, during peak sales weekends
• Other Specifics : Hybrid - Remote Hybrid : If you live within 50 miles of the Broomfield Office, you will be required to go into the office Tuesday to Thursday starting in September 2024 Remote : If you live 50+ miles from our Broomfield Office, you’ll be classified as a Remote employee

Job Responsibilities :

This role will report to the Sr. Manager, Channel Analytics and support Go-To-Market and Digital Experience teams reporting end-to-end from initial measurement planning to dashboard building to post-campaign insight and analysis as well as performing website / app audits and analysis.

This role will partner with marketing channel teams (Digital, Paid Media, Relationship Marketing, etc.) in support of our various lines of business (e.

g. Season Pass, Ski / Ride School, Hospitality, My Epic Gear & Rentals).

Some examples of what this person will do :

• Analyze and provide insights on digital performance and marketing campaigns
• Identify success metrics for website and app analytics with knowledge of web behaviors and best UX practices
• Collaborate with other analysts and channel partners to review and improve campaign performance, web / app performance, and marketing strategies
• Present key findings and insights to senior leadership and marketing organization
• Maintain and monitor key performance dashboards including promoting the democratization of self-service dashboards
• Partner with key stakeholders to ensure campaigns, tactics, and ads are tagged properly
• Ensure attribution across our websites / app / marketing channels are working properly by QA’ing reporting
• Build cross-channel analyses tying web / app performance and marketing efforts to larger business questions
• Work closely with marketing execution teams and business leads to develop detailed reporting plans
• Work collaboratively in a Kanban style project management structure
• Assist in leading discussions on marketing trends and insights in omni-channel meetings.
• Have a deep understanding of our trafficking tools (e.g. Adobe Ad Cloud, Mailgun) and campaign tagging strategy to ensure tactics are tagged appropriately

While the day-to-day of the Senior Digital Marketing Analyst, Channel Analytics largely focuses on Digital Experience and Go-To-Market support, there are strategic initiatives this person will be involved in to evolve the data maturity of Vail Resorts.

This includes (but not limited to) being a thought leader in building new datasets (between our channel and guest data), identifying new use cases for the use of Digital, informing the organization on post-cookie deprecation analysis opportunities and capabilities, informing the data strategy when onboarding new technology, and growing the data literacy of the team and the organization.

Tools leveraged in this role :

• Primary : Adobe Analytics, SQL, Snowflake, Tableau, Microsoft Excel / Powerpoint, JIRA, Mouseflow
• Secondary : Meta, Smartly, Adobe Ad Cloud, Mailgun, Airship, Python

Why this role is special :

• Vail Resorts is at the forefront of the Travel and Tourism industry redefining the ski industry in the 21st century
• Leveraging analytics is a core pillar of Vail Resorts’ strategy moving forward a critical driver of our success leading to a strong willingness to invest
• We are a data-driven business with a proprietary guest database unmatched by any other company in the industry a great foundation for building out advanced analytics
• The opportunity to take our capabilities to the next level driving key guest insights, supporting our analytical capability development, and having significant impact on the business
• Direct exposure to leaders of the business a unique opportunity to team with our business leadership to reimagine analytics
• All the free skiing / riding you and your dependents can handle free Epic passes, discounted lodging and retail

Job Requirements :

• Bachelor’s degree in related field (Business, Technology, Economics, Marketing, Communications, Statistics, Computer Science, Data Science, or Mathematics) preferred
• 3-6 years of digital / marketing / media analytics experience
• Experience with Adobe Analytics required
• Experience evaluating digital marketing effectiveness and how to interpret metrics (e.g. Email Opens, Impressions (View-Through and Click-Through), Clicks, Revenue Per Delivered, Return on Ad Spend, Visits vs Visitors, Bounce Rate, Conversion Rates, Funnel Drop-Out Rates)
• Knowledge of HTML and ability to decipher web analytics tagging
• Ability to take general marketing questions and return deep analyses with minimal guidance using data storytelling techniques
• Ability to communicate with stakeholders at a variety of levels
• Comfortable in a fast-paced, deadline driven environment
• Natural curiosity in digital marketing and analytical approaches to solving problems
• Highly collaborative approach and open communication style

Preferred

• Proficiency in SQL
• Knowledge of Snowflake and / or cloud-based databases
• Knowledge of JIRA and project management tools
• Exposure and knowledge of multiple channels (Paid Media, Relationship Marketing, Digital)
• Familiarity with Vail Resorts, its operations, and key product offerings

The expected Total Compensation for this role is $74,100 - $96,465 + annual bonus. Individual compensation decisions are based on a variety of factors.

Job Benefits

• Ski / Mountain Perks! Free passes for employees, employee discounted lift tickets for friends and family AND free ski lessons
• MORE employee discounts on lodging, food, gear, and mountain shuttles
• 401(k) Retirement Plan
• Employee Assistance Program
• Excellent training and professional development

Full Time roles are eligible for the above, plus :

• Health Insurance; Medical Insurance, Dental Insurance, and Vision Insurance plans (for eligible seasonal employees after working 500 hours)
• Free ski passes for dependents
• Critical Illness and Accident plans

Vail Resorts offers a Hybrid’ work environment where employees living within 50 miles of the Broomfield office work on-site Tuesday, Wednesday, Thursday and have flexibility to work off-site on Mondays and Fridays.

Employees living outside of a commutable distance can work remotely from British Columbia, Washington D.C., and the 16 U.

S. states* in which we currently operate. This includes : California, Colorado, Indiana, Michigan, Minnesota, Missouri, New Hampshire, New York, Nevada, Ohio, Pennsylvania, Utah, Vermont, Washington State, Wisconsin, and Wyoming.

Please note that the ability to work in person or off-site, and the particulars related to such work, are subject to change at any time;

and, accordingly, the Company reserves the right to change its policies and / or require in-person / in-office work or off-site work at any time in its sole discretion.