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Marketing Analyst, Digital Effectiveness

Date: Apr 9, 2019

Location: Broomfield, CO, US

Company: Vail Resorts

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.

Welcome to Vail Resorts. Reach Your Peak.

Summary of Job:

 

Department Purpose

 

The Marketing Analytics team is responsible for: using a data driven approach to inform marketing decisions, monitoring business trends, measuring guest behaviors, ensuring the highest data quality and maximizing channel effectiveness across the organization. Channel Analytics assesses the impact of CRM, Media, Digital, AB Testing / Personalization, Social, Direct Mail, and AI marketing efforts to develop insights and inform marketing decisions across guest segments and line of business strategies. Guest analytics encompasses evaluation of historical behavior trends by guest segment and development of insights and models to help inform marketing decisions at a guest segment level. Data Governance and Data Science is about ensuring data, models, tools and metrics are correct and common across the organization. Decision Support is providing interpretation and recommendation for internal customers as well as acting as a central point of contact. 

 

Positions Purpose

 

The primary purpose of the Marketing Analyst, Digital Effectiveness position will be to support and monitor the effectiveness of our Digital site performance, provide recommendation for improvements, and help with strategy to optimize overall performance. Your involvement in marketing includes: producing detailed ad-hoc analysis as required by the business leaders, ensuring recurring analysis conducted correctly and in a timely manner, developing new analytical approaches for more effective digital analysis and identifying trends in the macro marketing data. You will be responsible for helping understand Digital site effectiveness and overall performance across our entire web ecosystem, of which CRM, Media, Social, and Natural Search channels influence a portion of our traffic. You will measure the effectiveness of guest-facing marketing tools, including mobile applications and chat interfaces. The Digital Effectiveness Analyst will also serve as the Digital Analytics Product Owner with the IT team to identify opportunities for improved efficiency and innovation in our tagging methodologies, and to ensure reporting is created in the most standardized and automated manner possible.

 

Essential Job Responsibilities:  

 

  • [Reporting] Create and distribute recurring reports that evaluate our Digital site effectiveness and e-commerce performance. Partner with Channel Analyst to provide digital site performance as context for individual channel performance. 

Partnership and assistance of high level individual channel performance views while taking a look at the aggregate Digital site performance, with future recommendations for improvements to drive our primary key performance metrics.

  • [Standardization] Ensure processes, tools, and documentation are in place to support efficient and consistent analysis across the team. Standardize methodology for addressing common questions and ensure that consistent approaches are utilized across the company. 
  • [Ad-hoc] Support ad-hoc Digital site analysis as required by leadership and the support team.
  • [Interpretation] Partner with the Marketing Analytics Strategic Analytics Manager teams and line of business / channel stakeholders to provide interpretation/translation in order to make effective recommendations.
  • [Marketing Campaigns] Responsible for all digital site based aspects of marketing campaign analysis and clear dissemination of results / insights to marketing leadership across the organization.
  • [Data Analysis] Analyze and organize the data available to the business. Inspect, clean, understand and transform data while keeping the big picture of the business model in mind. Analyze with focus and purpose to transform quality data into an asset.
  • [Knowledge Base] Own the Solution Design Reference document for all digital analytics tracking in partnership with IT. Maintain an archive of analysis in order to leveral prior results to make recommendations to marketing leadership. 
    Populate and maintain an accessible solution design documentation, and archive of past analyses to facilitate trended results of performance, and improved quality of future analysis. Leverage prior learnings to make recommendations on strategy to marketing leadership.
  • [Efficiency/Consistency] Develop approaches, templates and tools that ensure a consistent approach in all analysis whether ad-hoc or recurrent.

 

Job Requirements:

 

  • Bachelor’s degree in related field (Digital Marketing, Analytics, Business, Technology, Accounting, Finance, Economics, and Mathematics) required.
  • 1-3 years prior marketing analytics, digital analytics, or other campaign analytics experience.
  • Knowledgeable of digital tagging constructs including Google Analytics and / or Adobe Analytics.
  • Forward thinker with excellent teamwork, communication, analytical, organizational and problem solving skills.
  • Demonstrated success working with very large data sets, developing tools for streamlined analysis and creating reports that succinctly summarize complex concepts.
  • Strong written and verbal communication skills, adjusting message to audience.
  • Excellent interpersonal and relationship management skills, with the ability to communicate effectively at all levels of the organization.
  • Strong organizational and project management skills are essential. Must be able handle multiple projects simultaneously and coordinate across multiple functions within an organization.
  • Highly collaborative approach and open communication style.
  • Working knowledge of multiple Adobe systems (Adobe Target / Adobe Audience Manager / Adobe Campaign) a plus.
  • Experience with a digital analytics platform required (Adobe Analytics or Google Analytics)
  • Experience with data processing and visualization tools preferred but not required (SQL/Alteryx/Tableau) 

 

Preferred Skills:

 

  • Knowledge of hypothesis testing and other statistical methods a plus
  • Knowledge of Content Management Systems, HTML or JavaScript coding a plus
  • Hospitality or travel industry experience helpful but not required

 

We offer a variety of career opportunities at our world-class resorts and corporate headquarters near Boulder, Colorado in fields like Finance & Accounting, Human Resources, Information Technology, Legal, Public Affairs & Sustainability, Marketing, Sales & Communications and more. Our corporate team shares both a passion for the outdoors and a drive to re-imagine the mountain resort experience around the world. Learn more at 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.

VRMRKT

Requisition ID 167065


Nearest Major Market: Denver