Responsibilities

• Guest-Centric CRM Strategy Leadership - Lead the development and optimization of relationship marketing strategies designed to increase acquisition, activation, retention, loyalty, and win-back outcomes. - Build guest-first contact strategies that leverage behavioral signals, preferences, engagement history, and purchase data. - Shift communication approaches from campaign-based execution toward always-on, journey-based engagement. - Drive the evolution of communications across multiple guest touchpoints and stages of the guest experience and communications. Omni-Channel Guest Engagement - Own strategic planning and execution across Email, SMS, Push Notifications, In-App, Direct Mail, and future CRM channels. - Develop integrated communication strategies that create a cohesive guest experience across brands and lines of business. - Ensure content, cadence, targeting, and channel selection align to guest needs rather than siloed business objectives. - Partner with channel owners and stakeholders to continuously improve engagement performance and guest experience. Personalization, Data & Automation - Champion the use of customer data, audience segmentation, experimentation, and predictive insights to improve engagement. - Partner with Analytics, Data Engineering, CDP/Audience Management, and MarTech teams to expand personalization capabilities. - Identify opportunities to increase automation, trigger-based communications, and orchestration across channels. - Support the development of scalable audience and journey frameworks that improve efficiency and relevance. Business & Performance Ownership - Own channel and program performance against key guest engagement, loyalty, visitation and unit/revenue objectives. - Establish KPIs, measurement plans, testing frameworks, and reporting strategies that demonstrate business impact. - Use data-driven insights to inform priorities, optimize guest journeys, and influence decision-making. - Drive continuous improvement through experimentation and performance analysis. Future-State Guest Relationship Ecosystem - Help lead the transformation toward a connected Guest Relationship Ecosystem that supports proactive, personalized engagement. - Contribute to initiatives involving guest identity, unified guest profiles, journey orchestration, operational communications, and next-generation CRM capabilities. - Partner across business functions to identify opportunities to remove friction and create more connected guest experiences. - Act as a change leader who can translate long-term vision into actionable roadmaps and measurable outcomes. - Help transform Vail Resorts from a campaign-centric model to a connected, guest-first engagement ecosystem. Leadership & Cross-Functional Influence - Lead and develop a team of CRM and marketing professionals through coaching, performance management, and career development. - Build strong relationships across Brand Marketing, Product, Technology, Analytics, Resort Operations, Sales, and Executive Leadership. - Operate effectively in a highly matrixed environment while driving alignment around guest-first priorities. - Influence enterprise strategies through strong communication, strategic thinking, and data-informed recommendations. - Lead the team on best practices for email engagement, marketing automation, journey-based trigger communications, dynamic content from multiple data points, email content enhancements, list-building, database management, deliverability, data integrity, and CAN-SPAM/CASL/GDPR compliance.

Requirements

• Bachelor's degree in Business, Marketing, Communications or a related degree
• 8+ years of CRM, lifecycle marketing, relationship marketing, or customer engagement experience
• 3+ years of people leadership experience managing high-performing teams
• Experience using Microsoft Office (including Excel and PowerPoint), HTML, CSS, Omniture, Exact Target, Adobe Marketing Cloud, Marketing Automation Softwarex
• Deep expertise in email marketing, customer lifecycle management, segmentation, testing, and marketing automation
• Experience utilizing CDPs, marketing automation platforms, CRM systems, marketing databases; email marketing, campaign management, and analytics tools
• Proven track record of driving measurable business results through customer engagement programs; experience building and executing email campaigns
• Strong analytical skills with the ability to translate data into actionable insights
• Exceptional communication, collaboration, and stakeholder management skills
• Experience leading change, influencing cross-functional partners, and operating effectively in ambiguity

Preferred

• - Nice to have; preferably in hospitality, travel, or ski company
• MBA or advanced degree preferred but not required
• Management of cross-functional relationships, especially with IT
• Experience with matrixed organizations
• Other experience as follows highly preferred: - Managed external vendor relationships - Deep experience with email service platforms and customer data platforms - Experience forecasting and managing a budget - Ability to both develop and deliver presentations - Ability to read and interpret financial and analytical reports - Database Analytics skills (SQL, R, etc).

Benefits

• 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.