Senior Vice President of Marketing

Responsibilities

• Tour production and channel economics. Hit budgeted tour counts by program and month, new customer and existing owner, at or below cost per tour target, with mix and pacing set jointly with Sales so tour flow never exceeds the sales floor's capacity to deliver a full presentation. You own a net margin budget for every marketing program across our portfolio of resorts: in-house, outbound, off-premise contact and concierge, ecommerce, Front Range events, guest member, owner referral, and reservations marketing. You lead the monthly marketing financial review with the CFO, COO, and CRSO.
• Cost per tour. You own every component of marketing cost per tour: incentives and lodging, lead generation, labor, and other direct cost. You break each one down by program and customer type, set and track targets with published milestones, report on a regular cadence, and you are hired to take a double-digit percentage out of cost per tour. Every program and vendor carries a budget you can explain line by line, and you treat the marketing budget as your own money.
• Lead generation and conversion. You own lead vendor and partner contracts, the qualified-lead definition, cost per qualified lead, lead scoring, time to first contact, and lead-to-tour conversion, with lead volume matched to capacity to work it. Moving conversion is worth more than buying more leads. You also own tour booking, confirmation, and fulfillment: marketing guest services, concierge and off-premise contact operations, tour scheduling with Sales, lodging and incentive fulfillment, show rate, and cancellation policy.
• Owner lifecycle, ecommerce, and outbound. You own CRM email and SMS journeys, guest member and owner referral programs, owner tour generation, destination package bookings, booking engines, owned websites, paid media, SEO, and agency relationships. You also own the outbound call center strategy, including dialer and connect-rate performance, staffing to lead volume, and telemarketing compliance.
• Marketing technology and data. You own the marketing technology stack as a product: prioritized roadmap, data integrity, vendor management, and contract negotiation, in partnership with IT and Analytics. You build the attribution and cost-per-tour visibility the business has never had, so that every program's premium cost, lead-to-tour conversion, and net margin can be stated with confidence. You optimize Salesforce and Marketing AI solutions and prepare them for enterprise-wide deployment, and you decide where AI actually improves tour production versus where it's noise.
• Brand, creative, and launches. You direct creative services, web and social presence, public relations, owner and promotional events, sponsorships, and internal branding and sales collateral across our resorts and partners, in support of tour production and brand integrity. You lead launch marketing for the Avon vacation ownership product and partner with our whole ownership marketing agency on the shared launch.
• People. You lead roughly 50 people across lead generation, outbound, CRM and ecommerce, guest services, creative, and marketing technology. Direct reports include the Marketing Director, Director of Marketing Operations, Director of Concierge, and Senior Marketing Technology Manager. You own the department's employee engagement results and action plan.
• Test-and-learn discipline and external presence. You run a test-and-learn discipline in every program: tests enter with a baseline and leave with a verdict. You own monthly KPI dashboards by program, chair the bi-weekly marketing meeting, co-own the bi-weekly Sales and Marketing meeting with the EVP of Sales, and own the monthly marketing narrative and board and investor marketing content. You represent BGV in industry and tourism organizations including ARDA, the Breckenridge Tourism Office, the Colorado Tourism Office, and the Vail Valley Partnership.

Requirements

• Ten or more years leading multi-channel customer acquisition with direct P&L accountability, five or more at director level or above.
• Vacation ownership tour generation preferred; hotel, resort, fractional, destination, or real estate marketing considered if you managed cost per lead, cost per tour, or cost per acquisition.
• Demonstrated accountability for acquisition budgets, cost per tour or cost per acquisition, and channel P&L at a scale comparable to BGV, including documented cost reductions or program redesigns.
• You can read a per-tour cost table and say which line you would attack first.
• A record of changing how customers get produced, not just producing more: tests run, costs taken out, programs redesigned or retired.
• Hands-on with a CRM and marketing automation stack, including Salesforce; you have owned a roadmap and managed the vendors behind it.
• A working partnership with sales leadership; tour quality is a shared number, and you have run the meeting where it gets argued.
• Working knowledge of TCPA, do-not-call and state telemarketing regulations, consumer protection and privacy law, premium and sweepstakes disclosures, real estate advertising, and ARDA ethics requirements in Colorado and the states we market to, or the ability to get there fast.
• A builder of teams in a high-volume operation, comfortable coaching managers through an engagement rebuild.
• Strong collaboration and influence with executives, sales leadership, IT, analytics, vendors, and partners; excellent verbal and written communication, including board- and investor-level presentations.

Preferred

• Bachelor's degree in Marketing, Business Administration, or a related field; MBA preferred.
• Experience in vacation ownership, timeshare, fractional real estate, or destination marketing.
• Mountain or drive-to resort market experience.
• New resort, product, or program launch experience.
• Prior exposure to board, investor, and owner-facing reporting.

Benefits

• Health, vision, and dental insurance plans
• Company-paid life insurance coverage
• Voluntary Life and Accidental Death/Dismemberment Insurance
• HSA and FSA Dependent Care Accounts
• 401(k) with employer match after one year of service and five-year vesting; eligible the first of the month following hire
• Non-discretionary bonus up to $650, paid twice yearly, prorated by hire date and hours worked
• Generous paid time off (PTO) and sick leave to support work-life balance
• Volunteer Time Off with paid opportunities to give back to Summit County
• Bereavement leave
• Tuition Reimbursement Program