Director of Brand Marketing

Reach Your Peak at Vail Resorts. You're someone who pushes boundaries and challenges the status quo. You're brave, ambitious and passionate in everything you do. And we want you on our team. Pursue your fullest potential and never settle in the quest to deliver extraordinary guest service. Join one of the world's most innovative companies and re-imagine a mountain resort experience with us. Welcome to Vail Resorts. Reach Your Peak.

Reach Your Peak at Vail Resorts. You're someone who pushes boundaries and challenges the status quo. You're brave, ambitious and passionate in everything you do. And we want you on our team. Pursue your fullest potential and never settle in the quest to deliver extraordinary guest service. Re-imagine a mountain resort experience with us. Welcome to Vail Resorts. Reach Your Peak.

We are in search of a Director of Brand Marketing who will join our Resort Marketing Leadership Team in leading the teams responsible for developing and delivering the brand strategies, messaging and experience to deliver revenue and visitation targets at one of the world’s pre-eminent mountain resorts, Breckenridge Ski Resort and Keystone Resort.

This Director of Brand Marketing is responsible for leading the brand strategy for Breckenridge & Keystone, as well as various marketing-related initiatives for the resort. They oversee the team responsible for building and communicating the resort brand, building the resort’s annual strategic plans, promoting the various lines of business at the resort, and executing the brand experiences for guests in-resort. He/she partners with marketing teams based in Vail Resorts headquarters in Broomfield, Colorado to deliver the resorts’ overall visitation and revenue targets.

A successful candidate for this position is assertive, gets out-front of the competition and trends, re-thinks the status-quo, is innovative in their approach, rigorous in their analysis, and disciplined about holding themselves accountable for results. Candidates must have proven examples of owning and driving a brand & business agenda with measurable success. Candidates also must have strong collaborative and consensus-building skills, be able to lead through influence, operate with positive intent, lead with passion, and enjoy investing time and effort into high-functioning team dynamics to develop themselves and their staff.

JOB RESPONSIBILITIES:

• Develop and execute the annual comprehensive strategic brand plans for Breckenridge and Keystone, leveraging guest data and insights to inform campaign development, messaging pillars, and storytelling through all marketing channels.
• Develop and direct the resorts’ Brand Equity team, responsible for defining and communicating the resort brand positioning & attributes in the global marketplace, producing all assets needed for the resort’s brand marketing efforts, including, but not limited to, content and creative assets for: advertising, e-commerce, CRM efforts, digital platforms, promotions, collateral, social media, and all other brand communication platforms.
• Develop and direct the Brand Experience team, responsible for making the resort brand become manifest along all guest touchpoints in the resort, including through signature experiences, special events, partner and product activations, signage, training staff in the brand lexicon, and all other aspects of delivering on the resort’s brand promise.
• Develop plans to communicate and promote various lines of business located within the resort, including, but not limited to: mountain dining establishments, on-mountain activities, summer activities, and more.
• Be skilled at developing KPIs, and communicate progress against goals and strategies.
• Work cross-functionally with Vail Resorts Marketing, Sales & Communications centralized teams to deliver established goals and targets both at the resort and company level.
• Manage communication to and relationships with key community constituencies. This includes representing the company on key influential community Boards and/or Committees, and working with third party community stakeholders and organizations to drive visitation to the region through combined marketing efforts.
• Manage relationships with creative agency partners, contractors, content-producing networks, and other key vendors.
• Develop and work within strategically prioritized budgets with rigorous discipline related to forecasts.
• Serve as a key member of the company’s Resort Marketing Leadership Team, working closely across geographies with different marketing department leaders to deliver upon company-wide Vail Resorts business goals, projects and initiatives.

Based on Vail Resorts core leadership competencies, the Director of Brand Marketing will:

• Drive: Lead strategy, develop and manage overall brand strategies and campaigns for the resorts under their leadership. Partner with resort leadership teams and centralized business teams to create strategies that support our mission (Experience of a Lifetime) and drive business & revenue objectives.
• Re-Imagine: Create innovative marketing strategies; get out-front of the competition and trends; rethink the status-quo, be innovative, and employ a data-driven analytical business approach.
• Connect: Build powerful relationships with multiple partners in: the broader Vail Resorts Marketing, Sales & Communications division, as well as resort operations, Hospitality, finance, and other divisions, to achieve revenue and business goals. Also serve as a respected community leader and act as the company representative on local boards and associations.
• Out Front: Get out front of the trends, anticipate business and industry dynamics, and create contingency plans for the business.
• Develop: Be self-aware and emotionally intelligent to convey and exemplify the Vail Resorts standard of leadership. Consistently be looking to develop oneself as a leader and continually improve themselves and their peers through candid feedback and continual self-evaluation. Be consistently focused on unlocking the potential of their employees.
• Passion: Demonstrate an unyielding passion for our product, the guest experience, our culture, mission and vision. Be committed to providing an Experience Of A Lifetime to our guests and our staff. Lead by example and be a source of inspiration to all around them.

Requirements:

• Bachelor’s Degree in marketing or related field required
• Minimum 5+ years of experience developing and leading a strong consumer-facing brand required
• Experience in travel, tourism, lodging, conference, and/or leisure activity businesses preferred
• Minimum 5+ years of supervisory experience and managing and developing a team
• Previous fiscal responsibility, P&L ownership and budget planning/management
• Proficient in MS Office

If you’re hard working and feel exhilarated serving others, you’ll feel right at home in our authentic ski town and world-class mountain resort. As a community of adventurers and discoverers, we deliver an experience of a lifetime to every single guest that visits our mountain town. If you’re interested in moving mountains in your career, come work with us at Breckenridge where you’ll instantly feel at home. www.vailresortscareers.com

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 180430