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Manager of Season Pass Acquisition Marketing

Date:  Nov 19, 2020

Broomfield, CO, US

Company:  Vail Resorts
Shift Type:  Year Round

Reach Your Peak at Vail Resorts.  As a community of adventurers and discoverers, Vail Resorts delivers an experience of a lifetime to our guests and our employees. Our team is made whole by the brave, passionate individuals who ambitiously push boundaries and challenge the status quo. Whether you’re looking for seasonal work or the career of a lifetime, join us today to reach your peak. 

Summary of Job:

The Manager of Season Pass Acquisition Marketing is responsible for helping Vail Resorts maximize new guest acquisition into the Season Pass program by designing and optimizing innovative, data-driven marketing strategies that drive awareness and effectively convert new guests in a scalable capacity.


This role requires strong analytical capabilities as well as the business acumen to translate quantitative and qualitative data into action. S/he will work with other members of the Lift Revenue Team to achieve KPIs, which include new guest acquisition, while working cross-functionally to execute and optimize strategies and campaigns targeting new guests. This role will identify innovative ways to expand reach, drive awareness, and drive advance commitment through ROI-focused programs leveraging well-developed relationships with core channel partners, strategic alliance partners, and external data partners. The role is intended for individuals with a high sense of ownership, demonstrated background in driving results through data-driven strategies, and excitement in solving the most critical business problems. Experience attracting new customers into a company’s portfolio is strongly preferred.


Job responsibilities:

Business Ownership:

  • Ownership and accountability of new customer acquisition strategies and go-to-market planning
  • Develop and execute marketing initiatives for new guests in the Season Pass business
  • Influence and collaborate with cross-channel partners to optimize and evolve lifecycle marketing strategies using all channels to increase acquisition of new guests and drive conversion into our Pass products
  • Leverage data to draw clear, concise narratives on performance and assess potential strategic opportunities for both guest acquisition and the broader business
  • Provide ad hoc support, as needed, across the broader lift revenue team to achieve collective goals
  • Execute and optimize mid and short-term marketing strategy and tactics for new guests

Marketing Strategy:

  • Define strategies and tactics to drive guest acquisition
  • In partnership with cross-channel teams, drive acquisition strategies and execution through multi-touch and multi-dimensional marketing programs with a guest-centered approach
  • Identify and communicate key opportunities in the guest journey and test ways to grow market share and expand pass holder penetration, culminating in new growth
  • Develop comprehensive go-to-market plans with cross-functional partners


  • Exhibit high learning agility, resilience, and emotional intelligence
  • Support development goals of other team members through active listening and candid feedback


Job Requirements


  • Four-year college degree required; emphasis in marketing or business preferred
  • Five years of marketing work experience, customer acquisition-specific experience strongly desired
  • Proven track record of ownership of work and complex business problems; must be a self-starter without the need for daily direction
  • Strength in written and verbal communication, adjusting message to audience and able to communicate effectively at all levels of the organization
  • Excellent interpersonal and relationship management skills; able to effectively lead through influence
  • Must be able to own and drive multiple projects simultaneously and coordinate cross-functionally within the organization
  • Solution-oriented mindset with strong problem solving skills and comfort with ambiguity
  • Able thrive in a dynamic, fast-paced environment
  • Proficient in Microsoft PowerPoint, Excel, and Word


  • Demonstrated experience in customer acquisition marketing and strategy
  • Strength in storytelling and presentation skills
  • Demonstrated analytical skillset
  • An MBA, Masters in marketing, or equivalent coursework / experience

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.

Requisition ID 251370

Nearest Major Market: Denver