Job Description
Job Description
Our mission is to create the Experience of a Lifetime for our employees, so they can, in turn, create the Experience of a Lifetime for our guests.
We own and operate the most renowned destination resorts in the world as well as regional and local ski areas outside major cities, and connect them all through one unrivaled network.
We are looking for ambitious leaders, innovators and creators to join our talented team. If you’re ready to pursue your fullest potential, we want to get to know you!
Candidates for year-round positions are reviewed on a rolling basis. Applications will be accepted up to 90 days after the posting date, or until the position is filled (whichever is first).
Job Summary :
Reporting to the Vice President of Omni-Channel Marketing and Operations, this role will be an instruemtnal leader in driving the CRM function for the Vail Resort Enterprise, inclusive of strategic thought-leadership in direct-channel marketing, performance and opporutnity analysis, tools and technology assessement, executional excellence, and leading a large team to drive aggressive growth goals across our 37 North American resorts and the Epic Pass Brand.
This leader will drive strategy and execution for all direct marketing channels, including Email, SMS, and Push Mobile Marketing, and Direct Mail.
This role is critical to the next phase of growth for the company, including building a holistic subscription model and contact strategy, improved guest-experinece through real-time and proactive communication throuhgout the guest journey, driving greater performance in ancillary capture rates (Ski School, Lodging, etc), and leading the charge on European marketing expansion with our 2 new reosrts in Switzerland with a focus on GDPR compliance and maintaiing a data-driven advantage.
Job Responsibilities :
- Team Development : Leadership and team development is a top priority, and will require a leader who knows their own leadership strengths and weaknesses deeply, and can lead and mentor the CRM team to further develop a team of leaders, including succession planning, individual development plans, and career pathing.
- Data-Driven Results : Direct channels are some of our most important channels given our wealth of 1st party data and opportunity drive 1-to-1 relationships with our guests.
The right leader will identify opportunities to improve from current approach, including data-driven understanding of guest behavior with direct channels, channel attrition analysis, and developing the team to be more insights driven.
Guest-Experience : A considerable amount of our CRM approach is around driving guest-experience through communication pre / during / post trip.
The right leader will come with experience in not just promotional marketing, but with experience understanding how to balance experience vs.
promotional marketing.
Developing Nascent Channels : With renewed energy into our app experience (My Epic), we have an opportunity to build the future of guest engagement through the mobile channel.
This leader will play a critical role in driving the vision and future state on how to best use mobile marketing to drive 1-to-1 relationships with our guests across a variety of channels, but specifically in further developing mobile strategy to drive enterprise results in guest-experience and revenue.
- Segmentation Strategies : Partner with analytics and line-of-business partners to drive new data-driven segmentation strategies that improve both individual LOB KPIs and also keep broader enterprise initiatives in mind.
- GDPR and EU Expansion : Our next phase of growth will include tapping into the 130M annual skier visits in Europe, with a focus on maximizing opportunities with our new resort(s) in Switzerland.
The right candidate will have experience in Global Marketing, GDPR and other Privacy laws, and will identify opportunities to maximize assets already in those resorts while building a roadmap to drive significant improvements in visitation in our EU resorts and growth of the Epic Pass business.
- Resource Efficiency : Drive thought-leadership on ways we can be more efficient in our ways of working, including tools, talent and processes so that we can scale our impact to the enterprise while the business and resorts supported grows over time.
- Best Practices Leadership : Bring first-hand experience of best-practices in digital direct channel marketing, inclusive of governance around frequency, Email Deliverability, and emerging trends in consumer privacy that impact targeted marketing and measurement.
- Interpersonal Awareness : Possess a strong sense of self-awareness and convey and exemplify the Vail Resorts standard of leadership.
Strong focus on leadership development of self and team. Be consistently focused on developing their own leadership to be an example to their team and their peers.
Job Requirements :
- Bachelor’s degree in Business, Marketing, Communications or a related degree required
- 10+ years experience in Email or CRM Marketing position required.
- 6+ years experience managing and developing marketing teams of 5 or more employees.
- Strong understanding of B2C email marketing strategy & tactics required; preferably in hospitality, travel, or ski company
- Track record of developing data-driven campaigns resulting in solid business results is necessary
- Proficient with Microsoft Office (including Excel and PowerPoint)
- Experience with Marketing Automation Platforms and Customer Data Platforms
The expected Total Compensation for this role is $150,676 - $214,500 + annual bonus + equity. 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 for Broomfield-based roles where employees must live within 50 miles of the Broomfield office and work on-site Tuesday, Wednesday, Thursday and have flexibility to work off-site on Mondays and Fridays.
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.
Vail Resorts is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability, protected veteran status or any other status protected by applicable law.
Requisition ID 505695
Reference Date : 10 / 22 / 2024
Job Code Function : Marketing
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