Director Of Marketing, Sales, And Events

The Marketing Director works closely with directors for Hospitality (Lodging and F&B), Guest Services, Resort Operations, Human Resources, and Finance & IT to develop, implement and monitor revenue initiatives throughout the year. The Marketing Director directly oversees three (3) subordinates including the Marketing and Events Managers, and the Group Sales Director.

This position requires an individual to be a creative and analytical thinker, a proven leader, an innovative marketer and an exceptional priority/time manager. The position requires a results-oriented approach and accountability to effectively drive resort visitation and revenue. The Marketing Director is required to have a comprehensive understanding of all resort product offerings, including the respective yield and margins of key elements used to drive overall resort revenue.

The Marketing Director must be an exceptional communicator, both within the marketing team and with other resort departments, partners and guests. The position requires very strong written and verbal skills and the ability to use all available mediums for communication both internally and externally. The Marketing Director is responsible for the development of all creative components used to brand and promote the resort through traditional, digital and social media.

Leadership

ESSENTIAL DUTIES/RESPONSIBILITIES:

• Provide ongoing, cohesive leadership and strategic direction for the Sales, Marketing and Event team at the resort.
• Establish and deliver appropriate sponsorships to generate incremental revenue, additional marketing support, and high-quality activation in concert with overall corporate sponsorship goals.
• Participate in the recruitment, selection, ongoing management and coaching of the overall marketing team managers and staff.
• Conduct regularly-scheduled, recurring team meetings and one-on-one meetings with each direct report.
• Attend one-on-one meetings with the Resort GM to set goals, review progress and develop/modify plans and strategies.
• Uphold Purgatory’s purpose, mission and core values and communicate them clearly for integration into marketing plans and actions.
• Direct public relations, media relations and events to achieve the resort’s goals.
• Establish clear communication/PR goals and strategies to ensure positive and effective media coverage, both summer and winter, for the resort and all its lines of business. Maintain resort’s crisis communication plan and review regularly.
• Provide strategy and guidance on new business development and incremental revenue-driving programs for the resort.
• Perform annual and/or periodic performance reviews for subordinate staff and deliver regular performance coaching and reviews to direct reports.
• Provide consistent, clear, focused direction for team members in marketing, sales, PR/communication, social media, design, sponsorship & event and lodging/activity sales and reservation roles.
• Represent Purgatory in various community organizations and functions including serving on select boards and making presentations to local community stakeholders.

Planning

• Ensure that business plans and revenue goals are aligned with company objectives.
• Review, discuss and share best practices with peers across other lines of business.
• Actively participate in capital planning, budgeting and determination of top priority capital projects to drive desired business results.
• Work with the GM to establish resort visitation and revenue goals and objectives.
• Assist in developing 5-year and annual business plans and monitor and track the results vs. plan goals.
• Play a key role in the long-term business planning and brand management for the resort.

Creative Content And Delivery

• Manage various distribution channels/outlets and maximize traffic through each.
• Develop advertising/marketing campaigns including copywriting, ad layout, image selection and branding.
• Develop effective product offering launch marketing and sales initiatives.
• Develop and manage distribution of all resort collateral materials including local, regional and national markets.
• Analyze effectiveness of various marketing outlets including print, radio, TV, outdoor and grassroots.
• Create/leverage strategic partnerships that generate revenue and add long-term value to the resort.
• Develop strategic marketing programs targeted to specific customer segments to assure delivery of the right message to the right customer at the right time.
• Collaborate with other businesses in the community to develop cooperative advertising/marketing campaigns.

Revenue And Accountability

• Consistently monitor competitive market indicators and recommend appropriate business plan adjustments on an ongoing basis.
• Actively participate in monthly financial forecast and review meetings for all business units included in the sales, marketing, and reservation center teams.
• Provide direction to achieve established financial targets related to pre-commit revenue (pass and ticket products), daily ticket revenue, lodging room nights, lodging nightly revenue, ski and ride school, rental/retail, and food and beverage revenue.
• Collect and analyze comp set data to evaluate the positioning of our product mix and react to competitive pressures when needed.
• Develop pricing proposals and provide support/backup. Run cost/benefit analysis and sensitivity analysis to determine effect of proposed product volume, pricing and offering.
• Establish and implement marketing business plans, budgets, and initiatives to drive volume, yield, revenue and results across the resort. Manage according to plan, adjusting for market conditions.
• Serve as an active member of the Leadership Team, Ticket/Pass Revenue Team, Lodging Team and other revenue teams and establish strategic product offerings, pricing and financial targets for various revenue sources.
• Develop monthly and seasonal sales goals and manage tracking and results using key ROI metrics.
• Manage and execute business strategies and tactics, including monitoring of key metrics and resort performance data to recommend any adjustments throughout the year that will result in maximum visitation and revenue. Recommend improved metrics.

Knowledge, Skills, And Abilities

• Ability to work autonomously but also function as a key member of a broader team
• Great communication and organization skills
• Demonstrated strategic thinking skills
• Good computer skills
• Experience in successfully managing multiple projects and personnel simultaneously, prioritizing multiple initiatives, action items and timelines.
• Excellent customer service skills and ability to ski/snowboard with clients/guests
• Proven leader with demonstrated sales and marketing results
• Ability to manage difficult situations

Education And Experience

• Master’s Degree in Business, Marketing, or related field desirable.
• Minimum 5 years of sales/marketing leadership experience at the senior manager/director level or higher. Verified success leading sales, marketing and event strategies and initiatives in the ski/mountain travel/leisure/hospitality industry is preferred.
• Bachelor’s Degree in Business, Marketing, or related field required.

Materials And Equipment Directly Used

• Computer, phone, copy/fax machine, other standard office equipment.

Working Environment/Physical Activities

• Working in an office environment, at a personal desk, both in the corporate office in downtown Durango and at the Resort.

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