| This position reports into the V.P. of Marketing & Sales and is responsible for managing up to a $4 million marketing budget; supervising 3 full time employees, 1 indirect report and works daily with ad agencies and centralized services at Intrawest, Winter Park Resort’s management company. Marketing functions that report into this position include: Graphic Design Manager, Photographer/Videographer, Social Media Manage and Finance and Administrative Coordinator (indirect). This positions primary responsibility is the successful activation of all Winter Park Resort advertising. This includes providing strategic leadership to ad agencies and the facilitation of all ad production in paid and unpaid media channels. The latter includes channels owned by Winter Park, including: social, on-site, websites, and email. This position requires strong collaboration with the resort’s on-site Marketing team, business units, management team and Intrawest’s centralized Marketing services (who manage the email and website channels). |
The Director role works closely with the VP Marketing & Sales to develop marketing goals and strategies that support the resort’s business plan and all Key Performance Indicators (KPIs), including skier visits, pre-sold (season passes), room and lift revenue and overall website visits and sales conversion.
Candidate must be a “modern marketer” and demonstrate thought leadership in the areas of strategy, measurement/optimization, brand advocacy, marketing automation platforms, and social media.
While the VP of Marketing negotiates all ad agency contracts and ultimately owns the relationship with the AORs, this candidate must have previous experience in working at or directly managing ad agencies (creative and media). No exceptions.
Must foster a department culture of innovation, collaboration and accountability and be successful in a promotionally driven, fast paced, metrics-oriented company.
Fiscal Management Marketing Dept. Budget •Annual budget planning to support marketing goals; allocation by initiatives, channel media mix •Budget adjustments and attendance at monthly forecast and variance meetings •Approval of marketing invoices and facilitating the payment of our vendor community •
Annual Marketing Planning •Collaborates with V.P. marketing to develop marketing goals and strategies for input into the corporate business plan •Provides thought leadership in the development, cadence and optimization of all resort campaigns, including lodging, passes, lift, train, etc. •Champions new product and promotional innovations. Develops well thought out recommendations that are vetted out and communicated to cross-functional departments. •Collaborates with V.P. Marketing on the strategic input to the agencies that serves as the catalyst for creative campaign concepts and media plans. •Brand advocate for Winter Park and its Seven Territories and must uphold all brand standards and provide forward-thinking on its evolution. •Evaluates marketing initiates against KPIs to aid in annual marketing recommendations and ongoing optimization of products, offers, creative and/or media.
Marketing Plan Activation •Works daily with all ad agencies and facilitates the production of all advertising assets. •Responsible for integrating all of the agency’s creative campaigns into resort-owned channels, with an eye for synergy. •Own the resorts “Marketing Calendar that captures all Marketing efforts. Responsible for its accuracy and timely distribution to all stakeholders. •Attends weekly cross-function department meetings to communicate marketing initiatives, learn about resort business unit updates that require communication support and vet out activation with other departments. •Responsible for timely and accurate snow reporting via website, email and mobile •While Events does not report directly into this position, it is expected that this position and their reports provide marketing and occasional staffing support to the Events team.
Staff Management/ •Provides marketing leadership to 3 direct reports, including: Graphic Design Manager, Photographer/Videographer and Social Media Manager and 1 indirect report: Finance and Administrative Coordinator. •Must collaborate with Intrawest Centralized Marketing Services in the areas of email and website to ensure the resort’s brand, products and pricing are represented accurately and in accordance with the Marketing Calendar. •Collaborates with Winter Park town Chamber and participates in select meetings/panels to represent the resort •Places an importance on corporate initiatives and facilitates the implementation of requests at the resort level. •Holds weekly, Marketing Dept. meetings to cascade down sales results and corporate initiatives, discuss activation of established marketing calendar, status of projects and any challenges or opportunities to be addressed •Fosters a culture of transparency, collaboration, innovation and accountability within the Marketing Dept. through your own actions and work processes established •Develops annual personal development plans for each staff member in collaboration with the V.P. Marketing & Sales •