Senior Media Analyst, Channel Analytics

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 www.vailresortscareers.com. 

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 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.

POSITION PURPOSE

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

Job Specifications:

• Outlet: Channel Analytics, Corporate
• Expected Pay Range: $74,000 - $96,465 + annual bonus
• Shift & Schedule Availability: Full Time, Year Round
• Other Specifics: Remote

Job Responsibilities:

This role will report to the Sr. Manager, Channel Analytics and support Go-To-Market reporting end-to-end from initial measurement planning to dashboard building to post-campaign insight and analysis. This role will partner with marketing channel teams (Paid Media, Relationship Marketing, Digital, etc.) in support of our various lines of business (e.g. Season Pass, Ski/Ride School, Hospitality, My Epic Gear & Rentals).

Some examples of what this person will do:

• Analyze and provide insights on media campaigns to optimize marketing strategies and understand performance, with an initial focus on paid media.
• Identify success metrics for marketing campaigns to support analysis during key milestones in our seasonal business.
• Collaborate with other analysts and channel partners to review and improve campaign performance and strategies.
• Present key findings and insights to senior leadership and marketing organization
• Maintain and monitor key performance dashboards including promoting the democratization of self-service dashboards.
• Partner with key stakeholders to ensure campaigns, tactics, and ads are tagged properly
• Ensure attribution of media is working properly by QA’ing reporting
• Build cross-channel analyses tying marketing efforts to larger business questions
• Work closely with marketing execution teams and business leads to develop detailed reporting plans.
• Work collaboratively in a Kanban style project management structure
• Assist in leading discussions on marketing trends and insights in omni-channel meetings.
• Have a deep understanding of our trafficking tools (e.g. Adobe Ad Cloud, Mailgun) and campaign tagging strategy to ensure tactics are tagged appropriately.

While the day-to-day of the Senior Media 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), identifying new use cases for the use of paid media, informing the organization on post-cookie deprecation analysis

opportunities and capabilities, 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, Tableau, JIRA
• Secondary: Meta, Smartly, 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 Requirements:

• Bachelor’s degree in related field (Business, Technology, Economics, Marketing, Communications, Statistics, Computer Science, Data Science, or Mathematics) preferred
• 3-6 years of media analytics experience
• Experience with Adobe Analytics 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)
• Ability to take general marketing questions and return deep analyses with minimal guidance using data storytelling techniques
• Ability to communicate with stakeholders at a variety of levels
• Comfortable in a fast-paced, deadline driven environment
• Natural curiosity in digital marketing and analytical approaches to solving problems
• Highly collaborative approach and open communication style

Preferred

• Proficiency in SQL
• Knowledge of Snowflake and/or cloud-based databases
• Knowledge of JIRA and project management tools
• Exposure and knowledge of multiple channels (Paid Media, Relationship Marketing, Digital)
• Familiarity with Vail Resorts, its operations, and key product offerings

The expected Total Compensation for this role is $74,000 - $96,465 + 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  500986
Reference Date: 03/20/2024 
Job Code Function: