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Senior Director, Guest Insights

Date:  Jul 16, 2021

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 Sr. Director of Guest Insights plays a critical role in ensuring a guest-centric marketing approach at Vail Resorts. This leader focuses on answering pivotal “why” and “how” questions to unlock growth, creating competitive advantage by building a data-driven guest motivation insights capability. Leading with a client service mindset, the Sr. Director will work closely with internal stakeholders, external partners and vendors, and a variety of cross-functional teams – including Resort Brand Management, product owners, Data and Analytics, Omni-channel Marketing, Content Marketing, etc.

Guest Insights at Vail Resorts is comprised of 2 teams: Strategic Research and Guest Experience. The Sr. Director will directly manage the 2 leaders of these teams, with oversight for the full organization and future-state organizational design and capability development.

The successful candidate will bring expertise in hypothesis-driven research design, insight identification, and audience-adapted storytelling. S/he will be equally comfortable with quantitative analytics and qualitative synthesis. Most importantly, the Sr. Director of Guest Insights will ensure that the voice of the guest (present and future) is persistent and clear in the formation of strategy, plans and opportunity identification.


Essential Responsibilities

  • Attract and develop top talent
  • Optimize Guest Insights organizational design to match enterprise needs
  • Partner with brand and business leaders to ensure that strategies and plans are based on clear and compelling guest insights
  • Generate clear and actionable insights at enterprise-wide and business- / brand-specific levels
  • Ensure best-in-class research practices to ensure quality design, execution, analysis and reports
  • Inspire marketing and operations partners with ways to reimagine the guest experience, driven by robust guest experience learning and guest journey mapping
  • Oversee annual, quarterly and monthly planning to ensure alignment with brand and business strategies, while managing internal team and external vendor capacity
  • Manage existing research relationships, develop new capabilities, and work with external partners in adherence to the overall budget.
  • Foster a team culture that generates high levels of intellectual curiosity, guest empathy and business savvy
  • Establish and facilitate low-friction ways of working amongst Guest Insights, its internal partners and external vendors
  • Bring in a steady stream of external research, emerging trends and analogous settings to amplify the enterprise knowledge base
  • Establish a regular cadence of reporting to measure and track progress against guest experience goals. Provide support to key guest experience / service initiatives.
  • Oversee knowledge management and ensure robust practices for both preservation and utilization of existing research and insights
  • Serve as a leader in the Marketing organization, working closely with other leaders to achieve priorities for Vail Resorts’ strategic growth priorities.


Job Requirements:

  • MBA preferred. Bachelor’s Degree in marketing or related field required
  • 10+ years of proven Insights, Research and/or Guest Experience required
  • Minimum 5+ years of leading and developing high performing talent
  • Industry background where Insights is a strategic advantage preferred
  • Robust experience with data analytics
  • Ability to work with cross-functional teams to synthesize insights and make strategic decisions
  • Strong learning agility.  Enjoys and excels in environments where s/he must tackle and solve new and increasingly complex strategic business challenges and issues
  • A brave, ambitious, and passionate leader with a high level of emotional intelligence, a commitment to leadership development, and a willingness to embrace change




The budgeted range starts at $157,000 - $190,000 + annual bonus + equity.  Actual pay will be adjusted based on experience.

The perks include a free ski pass, and a set of benefits including... 

  • Medical, Dental, Vision insurance, and a 401(k) retirement plan  
  • Hourly employees are generally eligible for accrued Paid Time Off (PTO), Extra Time Off (ETO) and Sick Time.  Salaried employees are generally eligible for Flexible Time Off (FTO) 
  • Paid Parental Leave for eligible mothers and fathers  
  • Healthcare & Dependent Care Flexible Spending Accounts  
  • Life, AD&D, and disability insurance 


We offer a variety of professional career opportunities at our corporate headquarters near Boulder, Colorado. Our corporate headquarters team shares both a passion for the outdoors and a drive to re-imagine the mountain resort experience around the world. Learn more about positions at our corporate office. Visit 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 308915

Nearest Major Market: Denver