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Regional Senior Brand Director


Heavenly, CA, US

Company:  Heavenly Mountain Resort
Shift Type:  Year Round

Reach Your Peak at Vail Resorts. You're someone who pushes boundaries and challenges the status quo. You're brave, ambitious and passionate in everything you do. And we want you on our team. Pursue your fullest potential and never settle in the quest to deliver extraordinary guest service. Join one of the world's most innovative companies and re-imagine a mountain resort experience with us. Welcome to Vail Resorts. Reach Your Peak.




Job Type: Year Round

Job Classification: Full Time

Location: South Lake Tahoe, CA


Summary of Job:


We are in search of a Senior Director of Brand Marketing to lead the teams responsible for developing and delivering the brand strategies, messaging and experiences to deliver revenue and visitation targets at some of the world’s pre-eminent mountain resorts. This role has oversight over the Resort Brand Marketing Teams in the Western North American region, including: Whistler Blackcomb (British Columbia, CA), Heavenly, Northstar, Kirkwood (Tahoe region) and Stevens Pass (Washington).

This Senior Director of Brand Marketing, Western Region is responsible for leading the teams responsible for setting brand strategy for these resorts, building and communicating the resort brands, building the resorts’ annual strategic plans, promoting the various lines of business at the resorts, and executing the brand experiences for guests in-resort. He/she partners with marketing teams based in Vail Resorts headquarters in Broomfield, Colorado to deliver the resorts’ overall visitation and revenue targets.

A successful candidate for this position is assertive, gets out-front of the competition and trends, re-thinks the status-quo, is innovative in their approach, rigorous in their analysis, and disciplined about holding themselves and their teams accountable for results. Candidates must have proven examples of owning and driving a brand & business agenda with measurable success. Candidates also must have strong collaborative and consensus-building skills, be able to lead through influence, operate with positive intent, lead with passion, and enjoy investing time and effort into high-functioning team dynamics to develop themselves and their staff.


Job Responsibilities: 

  • Lead the teams to develop and execute the annual comprehensive strategic brand plans for Whistler Blackcomb, our Tahoe Resorts and Stevens Pass, leveraging guest data and insights to inform campaign development, messaging pillars, and storytelling through all marketing channels.
  • Develop and direct the resorts’ Brand Heads of Marketing at each resort, responsible for brand building, defining and communicating the resort brand strategy, positioning & attributes in the global marketplace
  • Develop and direct the resorts’ Brand Equity teams, responsible for producing all assets needed for the resorts’ brand marketing efforts, including, but not limited to, content and creative assets for: advertising, e-commerce, CRM efforts, digital platforms, promotions, collateral, social media, and all other brand communication platforms.
  • Develop and direct the resorts’ Brand Experience teams, responsible for making the resort brand become manifest along all guest touchpoints in the resort, including through signature experiences, special events, partner and product activations, signage, training staff in the brand lexicon, and all other aspects of delivering on the resorts’ brand promise.
  • Develop strategies to communicate and promote various lines of business located within the resorts, including, but not limited to: mountain dining, on-mountain activities, summer activities, and more.
  • Be skilled at developing KPIs, and communicate progress against goals and strategies.
  • Work cross-functionally with Vail Resorts Marketing, Sales & Communications centralized teams to deliver established goals and targets both at the resort and company level.
  • Manage communication to and relationships with key community constituencies. This includes working with influential community organizations, Boards and/or Committees, and working with third party community stakeholders and organizations to drive visitation to the region through synergistic marketing efforts.
  • Manage relationships with creative agency partners, contractors, content-producing networks, and other key vendors.
  • Develop and work within strategically prioritized budgets with rigorous discipline related to forecasts.
  • Serve as a key member of the company’s Resort Marketing Leadership Team, working closely across geographies with different marketing department leaders to deliver upon company-wide Vail Resorts business goals, projects and initiatives.


Based on Vail Resorts core leadership competencies, the Senior Director of Brand Marketing, Western Region will:

  • Drive: Lead brand-building strategy and campaigns for the resorts under their leadership. Partner with resort leadership teams and centralized business teams to create strategies that support our mission (Experience of a Lifetime) and drive business & revenue objectives.
  • Re-Imagine: Create innovative marketing strategies; get out-front of the competition and trends; rethink the status-quo, be innovative, and employ a data-driven analytical business approach.
  • Connect: Build powerful relationships with multiple partners in: the broader Vail Resorts Marketing, Sales & Communications division, as well as resort operations, Hospitality, finance, and other divisions, to achieve revenue and business goals. Also serve as a respected community leader and act as a key company contact with regional boards and associations.
  • Out Front: Get out front of the trends, anticipate business and industry dynamics, and create contingency plans for the business.
  • Develop: Be self-aware and emotionally intelligent to convey and exemplify the Vail Resorts standard of leadership. Consistently be looking to develop oneself as a leader and continually improve themselves and their peers through candid feedback and continual self-evaluation. Be consistently focused on unlocking the potential of their employees.
  • Passion: Demonstrate an unyielding passion for our product, the guest experience, our culture, mission and vision. Be committed to providing an Experience Of A Lifetime to our guests and our staff. Lead by example and be a source of inspiration to all around them.



  • Bachelor’s Degree in marketing or related field required
  • Minimum 5+ years of experience developing and leading a strong consumer-facing brand required
  • Experience in travel, tourism, lodging, conference, and/or leisure activity businesses preferred
  • Minimum 5+ years of supervisory experience and managing and developing a team
  • Experience leading remotely-located teams across multiple geographies preferred
  • Previous fiscal responsibility, P&L ownership and budget planning/management
  • Proficient in MS Office

If you want to work for a different kind of ski resort, you’ve found your perfect match at Heavenly. With a massive mountain full of off-the-grid terrain and incredible views of Lake Tahoe, Heavenly is for those who want to go big and forge their own path. From on-mountain concerts to world-famous après ski parties and a one-of-a-kind DJ CAT, Heavenly exudes high-energy from first chair to last call. Come be a part of the team committed to delivering a refreshingly unique ski experience. 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 205052