Job Summary
Roll-out marketing campaigns and campaign automation, drive lifecycle/segmentation methodology, compile campaign lists, perform ad hoc analysis, & manage the VRI customer database for all corporate marketing and resorts direct, email, & outbound marketing initiatives
Job Responsibilities
- Work as the expert within Vail Resorts to implement all multichannel marketing campaigns (email, DM, mobile), including pass sales, resort, hospitality, retail and reservation, and automated confirmations to drive sales, cross-sell, and up-sell
- Serve as a key partner and resource expert for brand, division, resort, and corporate marketing leadership to ensure integration of CRM into marketing strategy and traditional marketing plans. Continually build the relationship with all partners and consumers of the CRM functional area to ensure CRM is at the forefront of everyone’s agenda and solidly defined/interwoven into their planning
- Lead the database marketing and campaign management efforts for the season pass, mountain, hospitality, real estate, and digital brands of Vail Resorts
- Understand complex CRM systems/data and effectively translate this knowledge into solutions that automate processes and increase our ability to dynamically personalize customer and prospect communications
- Identify opportunities and/or data elements to enhance the Vail Resorts enterprise data warehouse and work closely with the IT and analytics groups on integration and integrity
- Establish CRM program benchmarks, summarize performance and recommend/implement actions to improve key metrics for all CRM programs
- Work very closely with the email marketing team on campaign strategy, optimization and test/control best practices
- Develop database marketing campaign segmentation schemes based on customer type/persona, transactional history, behavior and demographics that align with the overall CRM customer life cycle strategies
- Responsible for the development of monthly reporting metrics/dashboards and communicate results to internal CRM stakeholders
- Perform ad hoc campaign analysis and database querying as needed.
- Other duties as assigned
Job Requirements
- 5+ years experience in database management, campaign management, direct and/or email marketing
- 1+ years supervisory experience preferred, but not required
- Strong understanding of B2C Direct Marketing strategy & tactics, preferably in e-mail marketing for a travel, hospitality or ski company
- Strong experience using Campaign Management software to compile customer lists; SAS expertise highly preferred
- Demonstrated experience building customized models for customer profiling, segmentation, and valuation
- Experience working with email marketing tools – Exact Target experience a plus
- Track record of partnering with other marketers to build data-driven multi-channel campaigns resulting in solid business results is necessary
- Holds a philosophy that all campaigns carry an ability to learn; constantly thinks of testing to become better.
- Has demonstrated experience contributing on direct mail and email campaigns, including campaign automation
- Experience working with marketing databases/campaign management tools
- Experience working at both a corporate and retail/resort location preferred
- Ability to interact with all levels of management
- Ability to articulate and champion email marketing best practices
- Ability to work independently with minimal guidance
- Has led campaigns that cover multiple time periods and multiple locations
- Understands customer profitability and managing customer incentives to increase profit margins.
- Understands the principles of relational database and data hygiene
- Excellent project management skills
- Strong hold of marketing fundamentals and aptitude to teach others
- Can conceptualize and deliver customer incentives and associated matrix
- Understanding of how to integrate marketing into an operations environment
- Demonstrated experience working in an analytics/data-driven role(s),
- collaborating with analytics, brand, traditional marketing, on-line marketing,
- digital and interactive marketing teams to drive marketing effectiveness
- across an enterprise
- Management of cross-functional relationships, especially with IT
- Microsoft Office (including Excel and Access), SAS, SPSS, Microsoft SQL Language/Server, Relational Database, Adobe Dream Weaver, Adobe Illustrator, HTML, Omniture
Preferred Skills
- 1+ years supervisory experience preferred
- Managed external vendor relationships
- Experience working with web analytics tools – Omniture SiteCatalyst
- Experience forecasting and managing a budget
- Ability to both develop and deliver presentations
- Ability to read and interpret financial and analytical reports
- Experience creating marketing training materials for front-line employees
