Marketing - Web and CRM Specialist

WINTER PARK RESORT OVERVIEW

Opened in January of 1940, Winter Park Resort is the oldest continuously operating resort in the United States. We are located just 67 miles north-west of Denver, which makes us the closest major ski resort to the city.  Winter Park’s traditions are deeply rooted in railroad, logging, and the early exploration of Grand County and the local Fraser Valley. Our mission is to “create the best memories, again and again,” for our guests, our employees, our community, and our strategic partners.

Headquartered in Denver, Colorado, Alterra Mountain Company is a community of 12 iconic year-round destinations, including the world’s largest heli-ski operation. The company owns and operates a range of recreation, hospitality, real-estate development, food and beverage and retail businesses. Headquartered in Denver, Colorado with destinations across the continent, we are rooted in the spirit of the mountains and united by a passion for outdoor adventure. Alterra Mountain Company’s family of diverse playgrounds spans five U.S. states and three Canadian provinces: Steamboat and Winter Park Resort in Colorado; Squaw Valley Alpine Meadows, Mammoth Mountain, June Mountain and Big Bear Mountain Resort in California; Stratton in Vermont; Snowshoe in West Virginia; Tremblant in Quebec, Blue Mountain in Ontario; Deer Valley in Utah; and CMH Heli-Skiing & Summer Adventures in British Columbia. We honor each destination’s unique character and authenticity and celebrate the legendary adventures and enduring memories they bring to everyone together.

POSITION SUMMARY

The position is responsible for driving resort visits, revenue and brand by optimizing digital touchpoints including the websites and email along with future digital additions such as the app. The Web & CRM Specialist reports to the Digital Marketing Manager who provides overall strategy and direction for digital marketing touchpoints.

Day-to-day activities include website content updates that support sales and marketing objectives and executing email marketing strategy. Beyond the day-to-day updates, the Web & CRM Specialist reviews the site and email marketing for opportunities to improve the user experience and increase sales through technology and design. This role will not be responsible for content, copy or brand design.

Additional responsibilities include coordinating implementation of feature and functionality enhancements within the CMS. This role is also responsible for researching and testing new online tools and maintaining knowledge of current best practices.

The Web & CRM Specialist is expected to approach their role with a data-driven mindset. This role will regularly leverage analytics tools to analyze user behavior and provide suggestions to improve user experience on site. This role is also responsible for using tools such as Adobe Target and Adobe Audience Manager to create and implement optimization tests and user personalization.

ESSENTIAL DUTIES

This position’s primary responsibility is the successful management and activation of Winter Park Resort digital marketing platforms, primarily pertaining to the websites and CRM. These essential duties may expand over time due to the needs of the business.

Web Requirements

• Work with Digital Marketing Manager to execute marketing calendar and web updates in CMS
• Partner with leaders of core business units to implement critical changes and solve for digital challenges within their business unit
• Coordinate with internal partners on implementing new elements within CMS
• Ability to work within CMS, HTML, CSS and Javascript
• Work on winterparkresort.com, trestlebikepark.com and e-commerce interfaces
• Implement strategic updates to website to reflect positive UX
• Work with IT to create products and update promotions
• Leverage Adobe Target and Adobe Audience Manager to create personalization and optimization tests across the website
• Identify opportunities to improve site SEO

CRM/Email Requirements

• Execute CRM strategy created by Digital Marketing Manager
• Code and implement email templates into email marketing platform
• Create dynamic content and A/B testing when relevant
• Set up automated email campaigns in email marketing platform
• Build audiences within customer database that align with overall strategy
• Ensure email marketing aligns with current industry best practices
• Analyze email marketing results and provide suggestions for improvement

Analytics Requirements

• Report and analyze web traffic, website behavior and online sales data
• Gather insights from data and present to business leaders on how we can improve digital marketing efforts
• Provide recommendations on which analytics to track given specific KPIs
• Create automated reports for internal stakeholders to use when evaluating business areas
• Leverage analytics to provide recommendations for solving customer pain points across various digital touchpoints

SUCCESS FACTORS

• Must have a strong sense of accountability and ownership over their work.
• Must be able to work under minimal supervision and act as a problem solver, creative thinker and self-starter.
• Must foster a department culture of innovation, collaboration and accountability and be successful in an experiential hospitality and promotionally driven, fast paced, metrics-oriented company.

EDUCATION & EXPERIENCE

• Education: Bachelor’s degree in marketing, technology or business related field.
• Experience: Minimum of 3-5 years progressive experience in digital production, UX/UI, e-commerce, web optimization, and/or email marketing. Experience in hospitality, travel or experiential brand strongly preferred.

QUALIFICATIONS, KNOWLEDGE, SKILL AND ABILITY REQUIREMENTS

• Proficient in coding languages such as HTML, CSS and JavaScript
• Experience with Sitecore and IBM Silverpop are preferred
• Strong organizational skills, keen attention to detail and follow through
• Self-starter, go-getter with high energy and desire to drive the business
• Commitment to guest and employee satisfaction
• Strong sense of ownership and accountability
• Demonstrated ability to manage projects independently, handle multiple tasks and assignments simultaneously in a fast paced environment
• Strong analytical skills and business acumen
• Resourcefulness in solving problems
• Ability to build productive cross-functional relationships to support the strategic goals of the organization
• Strong written and verbal communication skills; must be able to lead and influence others.
• Passion for outdoor sports and resort activities.
• Must be able to perform all physical requirements of position.
• Display strong team play and interpersonal skills in order to be effective with significant interactions at all levels within and outside of the organization.

TRAVEL REQUIREMENTS

Minimal travel required and only in local area.

PHYSICAL DEMANDS AND WORKING CONDITIONS

This position may be required to work evenings, weekends and holidays.

Office Environment:

Able to lift, carry, or otherwise move and position a minimum of 40 pounds on an occasional basis.
Manual dexterity to operate a computer and other common office equipment on a constant basis.
Auditory and visual acuity to operate computers, phones, mobile devices and basic office equipment on a constant basis.
Ability to work for extended periods of time sitting, bending, reaching, and speaking on a constant basis.
Ability to work for extended periods of time standing, walking, kneeling, pushing and pulling on an occasional basis.
Talking and hearing occur continuously in the process of communicating with guests, supervisors and other employees.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily- reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions.

OTHER DUTIES AS ASSIGNED:

This position description is an overview of the scope of responsibilities for the role described above. With the evolution of Winter Park Resort, the responsibilities of this position may change as may the dates associated with many of the tasks. During these times of change, this position requires the flexibility and willingness to accept new responsibilities and potentially transfer others. It will also be the responsibility of any employee of Winter Park Resort to be a positive influence on the transformation of the resort and its associated lines of business.

AN EQUAL OPPORTUNITY EMPLOYER:

Winter Park Resort is an Equal Opportunity Employer and is dedicated to the principles of equal employment opportunity in any term, condition, or privilege of employment.
We do not discriminate against applicants or employees on the basis of age, race, sex, color, religion, national origin, disability, sexual orientation, gender identity, veteran status, or any other status protected by state or local law.
Winter Park Resort will make reasonable accommodation for qualified individuals with known disabilities unless doing so would result in an undue hardship to Winter Park Resort. This policy governs all aspects of employment, including selection, job assignment, compensation, discipline, termination, and access to benefits and training.
This job description in no way states or implies that these are the only duties to be performed in this position. I understand that this document does not create an employment contract, implied or otherwise, other than an “at will” relationship.