Senior Director of Ski and Ride School Marketing

Date:  Jun 18, 2024

Broomfield, CO, US

Company:  Vail Resorts Corporate
Shift Type:  Year Round


Our mission is to create the Experience of a Lifetime for our employees, so they can, in turn, create the Experience of a Lifetime for our guests. We own and operate the most renowned destination resorts in the world as well as regional and local ski areas outside major cities, and connect them all through one unrivaled network. We are looking for ambitious leaders, innovators and creators to join our talented team. If you’re ready to pursue your fullest potential, we want to get to know you!


Candidates for year-round positions are reviewed on a rolling basis. Applications will be accepted up to 90 days after the posting date, or until the position is filled (whichever is first).


Job Summary:

The Senior Director of Ski & Ride School Marketing is responsible for driving and achieving the short and long-term strategic plan and revenue for the Ski and Ride School line of business.

Job Specifications:

  • Outlet: Corporate
  • The expected range is $162,700 - $207,830 + Annual Bonus + Equity 
  • Shift & Schedule Availability: Full Time / Year Round
  • Other Specifics: Hybrid: Broomfield

This role will be responsible for driving revenue growth by defining product strategy and marketing plans leveraging a deep, data-driven understanding of the Ski & Ride School guest across our North American destination resort portfolio, including guest segments, performance trends, and addressable markets. This leader will work cross-functionally with leaders in Resort Operations, Guest Analytics, Guest Services, Marketing and other areas of the business to effectively define, align, execute and scale strategic plans. This leader will directly manage a core team of marketers to deliver the data-driven go-to-market strategy, digital experience roadmap, commercial product strategy and ecommerce launch process, and partner closely with Resort Operations and Guest Analytics to drive innovation for future growth.


The ideal candidate is an experienced, high potential leader of businesses and teams, with a minimum of 8 years of revenue-driving business leadership and at least 5+ years as a leader of teams. This leader must have strong analytical business acumen, consumer-facing commercial leadership, and a track record of developing strategies that turn data and insights into compelling plans to influence guest behavior and drive material business outcomes. This leader will need to work effectively in a highly matrixed environment, building strong relationships and trust with VP and executive leaders, peers, and partners across levels.


Job Responsibilities:

  • Understand the full Ski & Ride School P&L across the total business, regions and most material destination resorts
  • Drive understanding and own the narrative around key performance drivers – in the current year and over historical time horizon
  • Develop strategies and tactics to achieve the in-year and VR2030 long range plan results
  • Attract, hire and develop top talent to serve the needs of the business
  • Lead cross-functionally, influencing VP and Executive Committee stakeholders with data, and draw clear narratives from complex data sets
  • Manage complex projects and partner with cross-functional teams to deliver results in a fast-paced, results-oriented environment
  • Leverage first-party data and enhance with insights from NPS, survey results and industry reports to understand, predict and influence guest behavior
  • Drive strong test & learn plans to make data-driven decisions to drive business outcomes
  • Create compelling, guest-centric go-to-market plans leveraging paid, owned and earned channels and working very collaboratively with marketing teams across the enterprise
  • Lead with curiosity, demonstrating ability to self-direct learning and navigate a complex business and stakeholder environment
  • Prioritize work effectively across the team to deliver the highest-priority outcomes; lead with positivity and agility in a dynamic business environment
  • Build, mentor and manage a team of high-performing employees

Job Requirements:


  • 10+ years experience and proven track record owning and driving results
  • 7+ years as a leader of individuals and teams; track record of developing self and others for growth
  • Bachelors degree; MBA preferred
  • Proven track record developing data-driven business strategies that are translated into compelling go-to-market plans with measurable outcomes
  • Continuously adapts to change, navigates ambiguity, and continuously improves strategy and execution to influence the best possible outcome


The expected Total Compensation for this role is $162,700 - $207,830 + Annual Bonus + Equity. Individual compensation decisions are based on a variety of factors.

Job Benefits

  • Ski/Mountain Perks! Free passes for employees, employee discounted lift tickets for friends and family AND free ski lessons
  • MORE employee discounts on lodging, food, gear, and mountain shuttles
  • 401(k) Retirement Plan
  • Employee Assistance Program
  • Excellent training and professional development

Full Time roles are eligible for the above, plus:

  • Health Insurance; Medical Insurance, Dental Insurance, and Vision Insurance plans (for eligible seasonal employees after working 500 hours)
  • Free ski passes for dependents
  • Critical Illness and Accident plans


Vail Resorts offers a ‘Hybrid’ work environment for Broomfield-based roles where employees must live within 50 miles of the Broomfield office and work on-site Tuesday, Wednesday, Thursday and have flexibility to work off-site on Mondays and Fridays.


Please note that the ability to work in person or off-site, and the particulars related to such work, are subject to change at any time; and, accordingly, the Company reserves the right to change its policies and/or require in-person/in-office work or off-site work at any time in its sole discretion. 


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  501527
Reference Date: 05/17/2024 
Job Code Function: Marketing 

Nearest Major Market: Denver