Director of Brand, Communications and Marketing Operations
Crystal Mountain Resort · Enumclaw, WA · 2 wk ago
Marketing$100k–$130k/yrPart-time
About the role
The Director of Brand, Communications, and Marketing Operations at Crystal Mountain is responsible for developing creative ways to serve guests and express our brand digitally and on-site, while also providing strong project management to keep the team operating effectively. This role is essential to the strategic brand management and marketing operations of Crystal Mountain Ski Resort.
Responsibilities
- Develop and implement an annual marketing plan based on the resort strategy supported by a detailed budget; deliver seasonal and annual performance recaps, evaluate goal attainment, and recommend actions to enhance results.
- Monitor weekly business performance and guest satisfaction feedback, and use these insights to shape initiatives that support annual OKRs in both the short and long term.
- Adapt to changing business conditions and apply new tactics as needed to solve complex problems.
- Collaborate with cross-functional teams to create guest offerings aligned with the consumer journey and guest needs.
- Lead the creative vision for seasonal marketing campaigns, ensuring concepts reflect Crystal Mountain's brand voice, sense of place, and adventurous spirit.
- Lead development and implementation of promotion and paid advertising plans.
- Translate business goals into bold creative briefs that inspire compelling campaigns across digital, social, video, experiential, and on-mountain channels; perform post campaign analysis and optimize.
- Serve as the creative conduit across F&B outlets, retail, ski & ride school, and other teams; transforming their business needs into compelling content, digital and physical experiences.
- Oversee and collaborate with external agencies on initiatives including paid advertising, communications, organic social media, and the ambassador program when engaged.
- Lead and inspire the team to deliver on responsibilities including Brand Management, Communications, Digital Engagement, Creative Services, Content Management, and the Contact Center.
- Coach, develop, and mentor direct reports daily and ensure indirect reports also receive appropriate coaching and development.
- Maintain accurate department RACI.
- Lead the development of photo and video storytelling that captures the authentic culture of the mountain community.
- Support consumer events in person and be on mountain on Saturdays and occasional Sundays during winter.
- Guide and ensure quality and consistency across the resort in the look, feel, voice, and positioning of Crystal Mountain Ski Resort.
- Inspire, share, and educate teams, agencies, and partners on brand and style guides, ensuring consistent understanding and adherence.
- Lead agencies, vendors, and third parties to deliver on scopes of work and project briefs that meet company goals and OKRs.
- Build relationships with companies and influencers that align with the Crystal brand.
- Lead brand communications strategy, including public relations, earned media, social media, and other guest communication touch points, and collaborate with Human Resources on internal communications.
- Ensure all marketing communications deliver emotionally engaging narratives, not simply promotional messaging.
- Co-develop and execute the annual marketing planning cadence and process with the VP of Marketing, Sales, and Communications.
- Co-develop and execute the product planning cadence, launch checklist, and post-launch and product success analysis with the VP of Marketing and the Product Management Committee.
- Demonstrate mastery of program and project management, including establishing project plans and meeting milestones.
- Manage monthly budget management for labor and expenses.
- Develop a content ecosystem strategy spanning seasonal campaigns, athlete/ambassador storytelling, social media, and editorial content.
- Guide and provide feedback on all brand creative-digital and on mountain to ensure alignment with brand standards, current campaign look and feel, and event needs.
- Develop a digital strategy and CRM plans, primarily focused on website and email.
- Develop a paid media plan, briefs, deliverables lists, resource allocation, and seasonal campaign launches.
- Develop an annual email strategy and optimize in real time with the Digital Marketing Manager.
- Lead a weekly or bi-weekly Brand/Communications meeting to review the status of internally produced assets and provide direction as needed.
- Assign and manage work for the direct team and cross functional partners via the project management tool, and complete assigned tasks.
- Maintain updated Asana projects and corresponding tasks.
- Continuously optimize the marketing mix and plan based on data and insights; review with the team to ensure metrics guide decisions and next steps.
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Requirements
To succeed in this role, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations will be made to enable qualified individuals with disabilities to perform the essential functions.
Qualifications
- Bachelor’s degree in Marketing, Communications, Business Administration, or a related field.
- Minimum of 7 years of experience in marketing, preferably within the hospitality or outdoor industry.
- Proven track record of successful marketing campaigns and brand management.
- Experience leading cross-functional teams and managing multiple projects simultaneously.
- Strong knowledge of digital marketing strategies, including SEO, SEM, social media, and email marketing.
- Excellent written and verbal communication skills, with the ability to craft compelling and persuasive content.
- Ability to work independently and as part of a team.
- Proficiency in project management tools such as Asana.
- Experience with brand management and brand guidelines.
- Ability to adapt to changing business conditions and apply new tactics as needed.
- Experience with paid advertising, communications, organic social media, and the ambassador program.
- Experience with paid media plans, briefs, deliverables lists, resource allocation, and seasonal campaign launches.
- Experience with digital strategy and CRM plans, primarily focused on website and email.
- Experience with competitor audits and brand positioning.
- Experience with customer journey and Net Promoter Score.
- Experience with Medallia analytics.
Skills
- Strategic thinking and problem-solving.
- Strong project management skills.
- Excellent communication and interpersonal skills.
- Ability to work independently and as part of a team.
- Proficiency in project management tools such as Asana.
- Experience with brand management and brand guidelines.
- Ability to adapt to changing business conditions and apply new tactics as needed.
- Experience with paid advertising, communications, organic social media, and the ambassador program.
- Experience with paid media plans, briefs, deliverables lists, resource allocation, and seasonal campaign launches.
- Experience with digital strategy and CRM plans, primarily focused on website and email.
- Experience with competitor audits and brand positioning.
- Experience with customer journey and Net Promoter Score.
- Experience with Medallia analytics.
Benefits
- Free Alterra season pass (unlimited, direct to lift at all Alterra resorts)
- Free Alterra season pass for spouse and dependents 25 & under
- 50% off window ticket price at IKON partner resorts
- Free access to Alterra Mountain destinations during time off
- Free ski-referral letters for employees to use at other mountain resorts during time off
- Free friends & family day-ski vouchers (Periodic allotment)
- Discounts on Ski & Snowboard Lessons
- Discounts on Ski & Snowboard Rentals
- Discounts on Gear Tune-Ups
- Discounts on Food & Beverage
- Discounts at Crystal Mountain Retail shops
- Free Crystal branded swag
- Pro deals on gear with 100s of brands
- Discount Marketplace
- Deals on accessories, auto, electronics, entertainment, fitness, food, home, pet supplies, travel, and more
- Accrued paid time off for eligible positions
- Group health insurance for eligible positions
- 401K benefit and generous match with immediate vesting for all staff members over 18
- Opportunities for growth, advancement, and year-round employment
Pay
$100,000 - $130,000
Schedule
Full-time, year-round on-mountain position with the ability to work from home two to three days per week depending on business needs.