Marketing

• Design and implementation of SkiBig3 short and long-term guest facing IT marketing, media strategies, brand strategies, joint programs, and systems to support the mission, goals, and objectives. drive revenue across all lines of business. Increase visitation across vacation package, lift ticket, rental, retail, snow school and multi-mountain passes.
• Managing integrated internal/external cross-channel strategy including key messaging, earned media, content development and distribution.
• Creates and implements a year-round, digital transaction campaign for both 3^rd party and direct channels.
• Manage Marketing budget with a firm grip around measurement and forecasting to ensure optimization and agility.
• Oversee marketing and creative plans for all campaigns and tracking across all channels. Campaigns include the primary winter campaign, summer, season pass, and e-commerce campaigns.
• Ensure consistent design, look/feel and maintenance of digital platforms including website, cart, App and CRM.
• Manage and maintain seasonal planning calendar, promotional calendars, seasonal content/messaging, landing pages funnel relevancy for the end-user.
• Develop, innovate, and effectively communicate marketing plans, programs and campaigns with appropriate goals and strategies, to increase both awareness, consideration, and sales conversion.
• Manage CRM strategy and execution including audience segmentation, email distribution and integration of segmented audiences into paid digital campaigns.
• Develop a year-round segmented promotional plan across all distribution channels including email, digital display, search, paid & organic social and print collateral.
• Oversee brand consistency on all print collateral, signage, and other assets
• Work with IT/Systems in the creation of a road map to drive and support the customer experience (awareness, consideration, conversion, pre-arrival, in-resort and post-departure and IT/across systems and strategies to drive and support it.)

Stakeholders

• Work closely with Marketing Partners such as Destination Canada, Banff & Lake Louise Tourism and Travel Alberta teams on the execution and reporting of all cooperative campaigns and projects. Work with stakeholders Ensure consistent marketing and brand strategies across all lines of business.
• Work closely with SkiBig3 resorts and multi-mountain pass partners such as Ikon Pass and Mountain Collective to ensure effective collaboration on marketing / media programs.

Earned Media / Content Development / Communications

• Establish and manage media, content and community relations budget.
• Develop an earned media strategy including key-messages and story ideas that support SkiBig3, the resorts and destination partners.
• Oversee the integration of all brand & key messages into earned media, social media, and content pieces. Work with sales & marketing teams to ensure alignment of all key messages.
• Oversee social media strategy and brand consistency across all social channels.
• Manage content creation & development to be used across all channels including paid media campaigns, organic social media, website, CRM, print, signage and 3rd party needs.
• Oversee and manage organic and paid content to ensure efficient and effective distribution across organic and paid media.
• Oversee all internal and external communications daily including seasonal programs such as snow reporting, shuttle schedules, and promotional deadlines.
• Oversee the management and logistical coordination of media FAM visits in conjunction with resort and destination partners.
• Host and manage media, influencers, filmmakers, athletes, and opinion leaders, delivering key messages.
• Handle SkiBig3 crisis communications and issues management.
• Manage public affairs projects as needed.
• Serve as community representative when required.
• Plan for and attend media events and industry related functions.
• Work closely with stakeholders such as BLLT and TA media teams on the execution of joint programs.
• Oversee community partnerships including Community Days, Snow Days, Community Connections, and others.

General

• Oversee and directly manage the marketing & media specialist, design & content specialist, digital specialist, seasonal marketing & fam coordinator.
• Community and event involvement.
• Work together with the Ecommerce, Vacations, Rental and Retail leaders on the execution of marketing, digital transaction campaigns, signage and collateral.
• Support internal teams for HR and other communication needs.