Job Title: Director of Marketing

Department: Marketing

Reports To: President and General Manager

Rate of Pay: DOE

Shift: Monday - Friday 8:30 AM - 5:30PM Must be available to work evenings, weekends, holidays and special events as needed

FLSA Status: Exempt/Salaried

Summary:

The Director of Marketing is responsible for driving awareness, visitation, lodging demand, and revenue growth across all Sundance Mountain Resort business units while protecting and enhancing the Sundance brand. This role function as a key member of the resort leadership team and reports directly the President and General Manager of Sundance Mountain Resort and will manage a team that includes a Marketing Manager and Social Media Marketing Professional.

This role requires deep hospitality marketing expertise within a resort or destination environment. The complexity of a multi-season, multi-revenue-stream property demands a leader who understands lodging demand cycles, season pass campaigns, programming-driven visitation, direct versus OTA channel strategy, and the integration of marketing with revenue management and on-property operations. In addition, this position will own the website and digital commerce for the entire resort. This will include leveraging emerging technologies such as AI.

The Director balances long-term brand stewardship with measurable financial performance, leading strategy, team development, agency oversight, and hands-on execution.

Key Responsibilities:

Marketing Strategy and Planning

• Define annual and seasonal marketing strategy i.e. Winter Season, Summer Season, Shoulder Seasons

• Establish marketing priorities in conjunction with department leadership across Lodging, Food & Beverage, Programming, Guest Experiences, and Mountain Operations

• Approve campaign frameworks, messaging direction, and positioning ensuring they are effective and on brand

• Align marketing strategies with overall business objectives and goals

Performance Ownership

• Own lodging demand and overall performance

• Partner with Revenue Management, Sales, and Operations to drive lodging occupancy, ADR, RevPAR, visitation, and overall resort revenue performance.

• Monitor booking pace, campaign effectiveness, and ROI of marketing campaigns

• Define metrics and KPIs to demonstrate effectiveness

• Ability to adjust campaigns, strategy, and priorities based on performance

Website and Digital Commerce Ownership

• Own the resort website experience, conversion optimization strategy, booking funnel performance, and digital guest journey.

• Evaluate and leverage emerging technologies, including AI-driven marketing tools, automation platforms, and personalization strategies to improve efficiency and guest engagement.

CRM and Guest Lifecycle Marketing

• Oversee CRM strategy including guest segmentation, lifecycle marketing, email marketing, loyalty initiatives, and guest retention efforts

Campaign Oversight

• Approve campaign priorities and timeliness

• Ensure campaigns align with business strategy, business needs, and are brand appropriate

• Review campaign performance and optimization recommendations

• Ensure continuous improvement across campaigns

Team Management

• Manage, lead, and mentor a team of marketing professionals

• Design, adjust, and delegate marketing responsibilities to maximize the effectiveness of the Marketing Team

• Oversee third party marketing and web-development Partners

• Interview, hire, performance management and make compensation decisions for employees in partnership and in accordance with company and HR policies.

Agency and Partner Management

• Own and manage relationships with external marketing partners including but not limited to Soren Digital, Shift Digital, and PR Partners

• Define scope, expectations, and priorities for each partner

• Evaluate performance and hold partners accountable to agreed upon outcomes and budget targets

• Ensure no duplication of work across partners

Cross functional Leadership

• Serve as a collaborative member of the resort leadership team, contributing to strategic planning, organizational priorities, and company-wide initiatives beyond marketing

• Align marketing team with the needs of each department: Lodging, Food & Beverage, Guest Experiences, Mountain Operations, etc.

• Ensure PR and marketing efforts are integrated across all business units

• Serve as the primary marketing and communications representative with leadership

Brand, Creative, & PR Oversight

• Maintain oversight of brand voice, tone, and positioning

• Approve high-impact messaging and creative direction

• Define PR strategy, storytelling approach, and media positioning

• Identify key narratives across resort experiences, seasonal programming, and new offerings and developments

• Oversee media relations strategy, including press outreach strategies, media visits and hosting, award submissions and editorial opportunities

• Ensure consistency between PR messaging and marketing campaigns

PR Strategy and Communications

• Define proactive PR calendar aligned with seasonal campaigns and resort priorities

• Identify and prioritize key media targets (regional, national, lifestyle, travel)

• Oversee crisis communication strategy and messaging (if applicable)

• Ensure timely and strategic communication of resort updates, events and programming, and key announcements

Optimization and Performance Alignment

• Ensure CRO, analytics, and optimization efforts align with business goals

• Prioritize high-impact initiatives based on data and performance insights

• Drive adoption of recommendations from external marketing partners

Other duties may be assigned as the role, and the needs of Sundance Mountain Resort, continue to change and evolve.

Success in this role will require:

• Growing direct booking contribution

• Increasing lodging demand particularly during shoulder seasons

• Improving marketing ROI and attribution

• Strengthening brand awareness and earned media coverage

• Supporting revenue growth across lodging, food & beverage, recreation, retail, and programming

• Building a high-performing marketing team and agency network

Management Skills:

• Possesses executive presence and financial acumen.

• Thrives in an entrepreneurial, fast-paced resort environment.

• Ability to conceptualize and implement the Sundance guiding principles.

• Provide leadership to position Sundance Resort to achieve its vision.

• Communicate goals and objectives in a manner which inspires employees to live and apply the guiding principles.

• Clear concise, written and verbal communication skills.

• Ability to sell concepts and ideas to management, peers, and employees.

• Build morale and spirit.

• Instill a guest service attitude in all employees.

• Instill a "can-do" attitude in all employees.

• Excellent time management skills.

• Follow, support and enforce company policies and procedures.

• Balances creative vision with operational rigor.

• Assume responsibility and accountability for self and employees.

• Ability to quickly evaluate alternatives and decide on a plan of action.

• Understands the complexity of marketing a multi-season, multi-experience destination property.

Qualifications:

• To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• 7+ years progressive marketing leadership experience with at least 3 years leading marketing efforts for a hospitality, resort, destination, or experiential travel brand

• Preference given to candidates who have a bachelor's college/university degree in business/marketing
• Demonstrated success driving lodging revenue, direct booking growth, and multi-department demand generation.
• Strong understanding of seasonal demand curves, OTA strategy, distribution channels, and revenue management alignment.
• Proven experience managing marketing budgets and delivering measurable ROI.
• Experience leading internal teams and managing agency partners
• Preference given to candidates who have experience with Inntopia CRM+CDP platforms
• Must have a current driver's license with fewer than two moving violations within the last two years and/or in good standing based on the requirements of the Sundance's Insurance Policy.
• The employee must frequently lift and/or move up to 25 pounds and occasionally lift and/or move up to 10 pounds.

Work Environment:

While performing the duties of this job, the employee is occasionally exposed to wet and/or humid conditions and outside weather conditions. The noise level in the work environment is usually moderate.

Benefits:

• Benefits package that includes: subsidized medical, dental, vision, 401k, short and long term disability, basic life insurance, & paid time off policy.
• Employee discounts on dining and resort amenities
• Season Pass for you, +1 and dependents

Disclaimer:

This is a general description of this job. All employees of Sundance Mountain Resort. will be required to perform any task that is asked of him/her within legal and ethical parameters and company policy.