Senior Digital Marketing Analyst, Channel Analytics

at  Vail Resorts Corporate

Our mission is to create the Experience of a Lifetime for our employees, so they can, in turn, create the Experience of a Lifetime for our guests. We own and operate the most renowned destination resorts in the world as well as regional and local ski areas outside major cities, and connect them all through one unrivaled network. We are looking for ambitious leaders, innovators and creators to join our talented team. If you’re ready to pursue your fullest potential, we want to get to know you!
Candidates for year-round positions are reviewed on a rolling basis. Applications will be accepted up to 90 days after the posting date, or until the position is filled (whichever is first).

JOB SUMMARY:

The Analytics & Insights (A&I) team’s purpose is to empower data-driven decision making and strategic innovation for the Vail Resorts Enterprise. We have a shared passion for problem-solving, innovation, tackling complex enterprise challenges, and positively impacting business results. We approach problem-solving from perspectives that are data-driven as well as grounded in business intuition.
The A&I team fosters an environment that’s inclusive and diverse, supporting all team members to be themselves. We value everyone’s ideas and perspectives and believe that our team’s diversity is critical to our ability to deliver exceptional work products and experiences.

JOB REQUIREMENTS:

• Bachelor’s degree in related field (Business, Technology, Economics, Marketing, Communications, Statistics, Computer Science, Data Science, or Mathematics) preferred
• 3-6 years of digital/marketing/media analytics experience
• Experience with Adobe Analytics required
• Experience evaluating digital marketing effectiveness and how to interpret metrics (e.g. Email Opens, Impressions (View-Through and Click-Through), Clicks, Revenue Per Delivered, Return on Ad Spend, Visits vs Visitors, Bounce Rate, Conversion Rates, Funnel Drop-Out Rates)
• Knowledge of HTML and ability to decipher web analytics tagging
• Ability to take general marketing questions and return deep analyses with minimal guidance using data storytelling techniques
• Ability to communicate with stakeholders at a variety of levels
• Comfortable in a fast-paced, deadline driven environment
• Natural curiosity in digital marketing and analytical approaches to solving problems
• Highly collaborative approach and open communication style

POSITION PURPOSE

Vail Resorts is hiring a Senior Digital Marketing Analyst, Channel Analytics. The goal of the Senior Digital Marketing Analyst is to enable and empower stakeholders to understand data effectively and use that data to impact meaningful business outcomes and optimizations for our Go-To-Market strategy and to our website/app.

JOB RESPONSIBILITIES:

This role will report to the Sr. Manager, Channel Analytics and support Go-To-Market and Digital Experience teams reporting end-to-end from initial measurement planning to dashboard building to post-campaign insight and analysis as well as performing website/app audits and analysis. This role will partner with marketing channel teams (Digital, Paid Media, Relationship Marketing, etc.) in support of our various lines of business (e.g. Season Pass, Ski/Ride School, Hospitality, My Epic Gear & Rentals).

Some examples of what this person will do:

• Analyze and provide insights on digital performance and marketing campaigns
• Identify success metrics for website and app analytics with knowledge of web behaviors and best UX practices
• Collaborate with other analysts and channel partners to review and improve campaign performance, web/app performance, and marketing strategies
• Present key findings and insights to senior leadership and marketing organization
• Maintain and monitor key performance dashboards including promoting the democratization of self-service dashboards
• Partner with key stakeholders to ensure campaigns, tactics, and ads are tagged properly
• Ensure attribution across our websites/app/marketing channels are working properly by QA’ing reporting
• Build cross-channel analyses tying web/app performance and marketing efforts to larger business questions
• Work closely with marketing execution teams and business leads to develop detailed reporting plans
• Work collaboratively in a Kanban style project management structure
• Assist in leading discussions on marketing trends and insights in omni-channel meetings.
• Have a deep understanding of our trafficking tools (e.g. Adobe Ad Cloud, Mailgun) and campaign tagging strategy to ensure tactics are tagged appropriately

While the day-to-day of the Senior Digital Marketing Analyst, Channel Analytics largely focuses on Digital Experience and Go-To-Market support, there are strategic initiatives this person will be involved in to evolve the data maturity of Vail Resorts. This includes (but not limited to) being a thought leader in building new datasets (between our channel and guest data), identifying new use cases for the use of Digital, informing the organization on post-cookie deprecation analysis opportunities and capabilities, informing the data strategy when onboarding new technology, and growing the data literacy of the team and the organization.

TOOLS LEVERAGED IN THIS ROLE:

• Primary: Adobe Analytics, SQL, Snowflake, Tableau, Microsoft Excel/Powerpoint, JIRA, Mouseflow
• Secondary: Meta, Smartly, Adobe Ad Cloud, Mailgun, Airship, Python

WHY THIS ROLE IS SPECIAL:

• Vail Resorts is at the forefront of the Travel and Tourism industry – redefining the ski industry in the 21st century
• Leveraging analytics is a core pillar of Vail Resorts’ strategy moving forward – a critical driver of our success leading to a strong willingness to invest
• We are a data-driven business with a proprietary guest database unmatched by any other company in the industry – a great foundation for building out advanced analytics
• The opportunity to take our capabilities to the next level – driving key guest insights, supporting our analytical capability development, and having significant impact on the business
• Direct exposure to leaders of the business – a unique opportunity to team with our business leadership to reimagine analytics
• All the free skiing / riding you and your dependents can handle – free Epic passes, discounted lodging and retail

Full Time roles are eligible for the above, plus:

• Health Insurance; Medical Insurance, Dental Insurance, and Vision Insurance plans (for eligible seasonal employees after working 500 hours)
• Free ski passes for dependents
• Critical Illness and Accident plan