Senior Digital Marketing Analyst

Date:  Sep 12, 2023

Remote, Remote, US

Company:  Vail Resorts
Shift Type:  Year Round


As a leading mountain resort operator with over 40 resorts in sixteen states and four countries. We exist to create an Experience of a Lifetime for our employees, so they can, in turn, provide and Experience of a Lifetime for our guests. We are looking for leaders, innovators, creators, and ambitious professionals to join our talented team. If you’re ready to pursue your fullest potential, we want to get to know you!


Many of our Corporate function teams can now live and work in any of the states in which Vail Resorts currently operates* – enabling flexible remote work alongside a commitment to building and maintaining strong culture both in person and virtually. If you’re ready to pursue your fullest potential, we want to get to know you. Find your purpose with us at



The Analytics & Insights (A&I) team’s purpose is to empower data-driven decision making and strategic innovation for the Vail Resorts Enterprise. We have a shared passion for problem-solving, innovation, tackling complex enterprise challenges, and positively impacting business results. We approach problem-solving from perspectives that are data-driven as well as grounded in business intuition. 


The A&I team fosters an environment that’s inclusive and diverse, supporting all team members to be themselves. We value everyone’s ideas and perspectives and believe that our team’s diversity is critical to our ability to deliver exceptional work products and experiences.



Vail Resorts is hiring a Senior Digital Marketing Analyst, Channel Analytics. The goal of the Senior Digital Marketing Analyst is to enable and empower stakeholders to understand data effectively, and ultimately to use that data to impact meaningful business outcomes and optimizations for our Go-To-Market strategy. 


Job Specifications: 

  • Outlet: Channel Analytics
  • Shift & Schedule Availability: Full Time / Year Round
  • Other Specifics: Remote
  • Expected Pay Range: $74,100 - $96,456 + annual bonus. Actual pay will be adjusted based on experience.


Job Responsibilities:

This role will report to the Sr. Manager, Channel Analytics and complete the team supporting our various line of businesses (e.g. Season Pass, Ski/Ride School, Hospitality). This includes reporting on the effectiveness of our marketing channels to understand the full guest journey during key phases of our season, as well as drawing insights to inform future Go-To-Market planning. Some examples of what this person will do:

  • Provide planning, reporting, analysis and insights across all channels, including Paid Media, Email, Direct Mail, SMS, Push Notifications, web, and app to inform omni channel Go-To-Market optimizations and stakeholder understanding of campaign performance.
  • Lead the measurement planning process to identify key measures of success for Go-To-Market campaigns to support efficient report building during key milestones in our seasonal business.
  • Partner closely with channel execution teams and line of business leads to understand Go-To-Market strategy to collaborate on building a robust reporting plan.
  • Have a deep understanding of our trafficking tools (e.g. Adobe Ad Cloud, Mailgun) and campaign tagging strategy to ensure tactics are tagged appropriately.
  • Work closely with Marketing Analyst and Channel Partners to analyze campaign performance and user journeys to identify optimizations channel teams can implement during the season.
  • Work closely with Marketing Analyst and Channel Partners to analyze end-of-season performance to fold into season recaps for future planning.
  • Lead existing omni-channel meetings to discuss overall trends and key insights.
  • Maintain ongoing monitoring dashboards, provide periodic analysis of baseline metrics, and support stakeholders in self-service of information from baseline dashboards.
  • Participate in Quality Assurance of reporting and analysis to ensure accurate results are shared.
  • Work with leadership to support mentorship of Marketing Analysts on the team.
  • Adhere to Channel Analytics’ project management process of leveraging an intake form and Jira to prioritize projects.
  • If issues arise (e.g. evergreen campaign showing declining numbers), be a point person to investigate and/or debug.
  • Work closely with the Reporting & Data Enablement team to stand up reporting automation opportunities.


While the day-to-day of the Senior Digital Marketing Analyst, Channel Analytics largely focuses on Go-To-Market support, there are strategic initiatives this person will be involved in to evolve the data maturity of Vail Resorts. This includes (but not limited to) being a thought leader in building new datasets (between our channel and guest data), informing the data strategy when onboarding new technology, and growing the data literacy of the team and the organization.


Tools leveraged in this role:

  • Primary: Adobe Analytics, Fivetran, Microsoft Excel/Powerpoint, Thinkcell, Tableau, Jira
  • Secondary: Meta, Adobe Ad Cloud, Mailgun, Airship, Snowflake, Mouseflow, homegrown tools


Why this role is special:

  • Vail Resorts is at the forefront of the Travel and Tourism industry – redefining the ski industry in the 21st century
  • Leveraging analytics is a core pillar of Vail Resorts’ strategy moving forward – a critical driver of our success leading to a strong willingness to invest
  • We are a data-driven business with a proprietary guest database unmatched by any other company in the industry – a great foundation for building out advanced analytics
  • The opportunity to take our capabilities to the next level – driving key guest insights, supporting our analytical capability development, and having significant impact on the business
  • Direct exposure to leaders of the business – a unique opportunity to team with our business leadership to reimagine analytics
  • All the free skiing / riding you and your dependents can handle – free Epic passes, discounted lodging and retail


Job Qualifications:

  • Bachelor’s degree in related field (Business, Technology, Economics, Marketing, Communications, Statistics, Computer Science, Data Science, or Mathematics) preferred
  • 2-5 years prior digital marketing related experience required
  • Experience with 1 or more analytics tools/software (including but not limited to Adobe Analytics / Google Analytics / Nielsen Attribution) required.
  • Experience evaluating digital marketing effectiveness and how to interpret metrics (e.g. Email Opens, Impressions (View-Through and Click-Through), Clicks, Revenue Per Delivered, Return on Ad Spend, Visits vs Visitors, Bounce Rate)
  • Demonstrated ability to quantify marketing return on investment and incremental impact on business results
  • Excellent interpersonal and relationship management skills, with the ability to communicate effectively at all levels of the organization; comfortable presenting to and communicating detailed analysis with senior leadership
  • Strong organizational and self-service project management skills are essential. Must be able handle multiple projects simultaneously and coordinate across multiple functions / brands / product lines within the company
  • Natural curiosity in digital marketing and analytical approaches to solving problems
  • Highly collaborative approach and open communication style
  • Familiarity with Vail Resorts, its operations, and key product offerings are helpful



The expected Total Compensation for this role is $74,100 - $96,456 + annual bonus.  Individual compensation decisions are based on a variety of factors.

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) 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 


Reach Your Peak at Vail Resorts.  At Vail Resorts, 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.  

*Remote work is currently permitted from British Columbia and the 16 U.S. states in which we currently operate. This includes: California, Colorado, Indiana, Michigan, Minnesota, Missouri, New Hampshire, New York, Nevada, Ohio, Pennsylvania, Utah, Vermont, Washington State, Wisconsin, and Wyoming. Please note that the ability to work remotely, 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 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  497199
Reference Date: 08/14/2023 
Job Code Function: Marketing