JOB DESCRIPTION

Position Title: Brand Director
Reports To: V.P. of Marketing
Department: Marketing
Classification: Full Time Year Round
FLSA Status: Exempt

REQUIRED EDUCATION AND EXPERIENCE

• Bachelor’s degree or equivalent years of related experience.
• Minimum 6 - 8 years progressive experience in brand management experience in Resort, Hospitality, Retail or lifestyle brand industry, as well as eCommerce
• Proven track record in developing and growing brands and businesses
• Experience in database marketing and CRM

PREFERRED EDUCATION AND EXPERIENCE

• Bachelor’s Degree, preferably in business administration and marketing
• Master’s degree in business, marketing or other related field or equivalent years of experience in relevant brand and customer development role.
• Prior ski industry experience.
  Note: This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the job. Other duties, responsibilities and activities may change or be assigned at any time with or without notice.

GENERAL PURPOSE

The Brand Director will develop and execute marketing strategies and programs in line with organization and department goals to ensure the growth and development of the JHMR brand and drive visitation.

ESSENTIAL FUNCTIONS

• Develop and implement a long-term brand vision and strategy aligned with company goals.
• Conduct market research and competitive analysis to inform brand positioning.
• Lead the digital marketing team, brand, content and web efforts in the development and execution of marketing plans that appropriately grow customer counts in the key customer segments—utilizing the appropriate mix of channels, product, price and packages to increase winter and summer business and position JHMR as a year-round lifestyle brand.
• Responsible for ensuring that all customer-facing collateral is brand-right and meets fundamental marketing objectives.
• Oversee the development and design of customer facing JHMR digital platforms to ensure a cohesive and satisfying user experience, increase sales and improve the guest experience. Including but not limited to 4 brand websites, the online store and mobile app.
• Develop strategies and execute them via digital channels to ensure that JHMR has an industry leading CRM program.
• Create comprehensive marketing plans spanning all ad types to achieve company goals.
• Provides marketing expertise and marketing programs for profit centers to meet their financial objectives
• Manage and lead a team of Digital, Content, and Creative Managers including hiring and performance management to ensure all goals are achieved across the department.
• Reviews and conducts marketing qualitative research, competitive research, tracking and analyses
• Evaluate marketing plan effectiveness for ROI, ROMI, cost-per-customer, acquisition and retention objective
• Drive asset and content development including identifying what types of content should be created, co-created or curated and drives execution with both internal and external designers, copywriters, videographers’, and partners.
• Closely partner with key stakeholders across the business to ensure brand alignment including but not limited to Profit Centers, Sales, HR, Guest Experience, Communications, Events, and Partnerships.
• Continuously identify ways to innovate content creation & distribution, including new formats or executions, and emerging market opportunities.
• Develop best practices to streamline workflow/procedures for the planning, execution, optimization, distribution, and amplification of JHMR’s content.
• Stay ahead of industry trends, cultural shifts, and consumer behavior.
• Identify new opportunities for brand growth and differentiation.
• Monitor brand health metrics (awareness, perception, loyalty).
• Use data to refine strategies and report on brand performance to executive leadership.
• Oversee the development of creative assets and integrated marketing campaigns.
• Collaborate with internal teams and external agencies to ensure brand consistency.
• Approve brand visuals, tone, and messaging across all platforms.

SUPERVISORY DUTIES

Number of Direct Reports: 4
Number of Total Reports: 6