Manage Vail Resorts’ multi-channel relationship marketing communications, with a strong emphasis on email, from strategy to deployment while supporting the Customer Relationship Marketing division of the Corporate Marketing team.
- 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.
- Use in depth marketing industry knowledge, gather primary and secondary customer insights, collect database findings, and gain a deep understanding of internal business goals to develop impactful contact strategy, email content, landing pages, direct mail pieces, segmentation schemes, and email preferences while maintaining industry best practices including browser/client compatibility, appearance of subject lines, use of images, postal regulations, etc.
- 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.
- 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.
- Effectively create and interpret campaign results distilling this knowledge into solutions that improve enterprise wide marketing campaign performance.
- Provide specialized expertise for the marketing discipline across acquisition, retention, churn management, deliverability, and CAN-SPAM compliance.
- Develop/create HTML email templates, recommending template enhancements or changes as needed. Plan and execute email tests, report results and make recommendations for improvements based on those results.
- Work with external and internal creative resources to develop effective designs for all marketing communications and supporting digital experiences.
- Manage and optimize the design, content, layout, customer segmentation and messaging strategies of marketing communications.
- Manage the direct, email, and mobile campaign development and QA process including proofing evaluation of copy and creative.
- Perform customer list querying and compilation, ad hoc analysis, and data capture initiatives as needed.
Requirements:
- Bachelor’s degree in Business, Marketing, Communications or a related degree required
- 5+ years experience in direct and/or email marketing required
- Strong understanding of B2C direct marketing strategy & tactics required; preferably in email marketing for hospitality, travel, or ski company
- Track record of developing data-driven multi-channel campaigns resulting in solid busienss results is necessary
- Proficent with Microsoft Office (including Excel and Access)
- Experience with email marketing tools required; Exact Taret experience a plus
- Experience building and executing direct mail and email campaigns
- Experience working with marketing databases/campaign management tools
- Ability to articulate and champion email marketing best practices
- Understands the principles of relational database and data hygiene
- Excellent project management skills
