Job Description: Resort Marketing Director – Crans-Montana

About the job

Job Description: Resort Marketing Director – Crans-Montana

Our mission is to offer our employees the experience of a lifetime, so that they in turn can provide the experience of a lifetime to our guests. We own and operate some of the world’s most renowned tourist destinations, as well as regional and local ski areas located near major cities. Together, they form a unique and unparalleled network. We are looking for ambitious leaders, innovators, and creators eager to join our talented teams. If you are ready to fully develop your potential, we want to meet you!

Applications for year-round positions are reviewed as they are received. They will be accepted up to 90 days after the posting date or until the position is filled (whichever comes first).

POSITION OVERVIEW

The Resort Marketing Director for Crans-Montana is responsible for the brand strategy, visitor development, and guest experience of the resort. He or she ensures that the Crans-Montana brand comes to life at every stage of the guest journey.

This person serves as the primary marketing contact on site at Crans-Montana and acts as the link between the group’s overall strategy, destination knowledge, local community realities, and excellence in marketing execution.

• Drive the resort’s marketing performance: Take responsibility for marketing strategies aimed at increasing visitation and revenue at Crans-Montana, relying on performance analysis, customer insights, and market dynamics to identify growth opportunities, optimise results, and contribute to defining the resort’s key priorities.
• KPIs: visitation, generated revenue, market share, customer loyalty, lead conversion, and business plan achievement.

• Develop the brand: Lead the development and deployment of the Crans-Montana brand foundations, positioning, and commercial strategy. Ensure the resort has a distinctive, attractive, and authentically local identity, while aligning with the overall strategy of Vail Resorts’ destination portfolio.
• KPIs: brand image and strength, awareness, advertising effectiveness, return on marketing investment, and legitimate external recognition.

• Differentiating the guest experience: Translate brand strategy, customer data, and local culture knowledge into distinctive experiences within the resort, events, brand activations, partner collaborations, on-site communication, signage, promotional materials for guests, creative content production, website content, and support for marketing activities.
• KPIs: return intention, Net Promoter Score (NPS), customer loyalty, satisfaction, and excellence in execution.

This position is responsible for achieving the following resort marketing objectives:

Crans-Montana

Success in this role will notably depend on the ability to build trustful relationships with resort management, central marketing teams, on-site marketing teams, strategic partners, agencies and external partners, local community stakeholders, and all internal stakeholders. This role requires an integrated marketing approach, a strong sense of responsibility, sound strategic judgement, and the ability to deliver results while respecting safety requirements, deadlines, and standards of excellence, always serving the guest experience.

SPECIFIC RESPONSIBILITIES

As Resort Marketing Director of Crans-Montana, you will assume the following responsibilities:

Leadership and talent development

• Provide unifying and motivating leadership to central and resort teams by clearly defining directions and priorities, and fostering strong cross-functional collaboration to realise Crans-Montana’s marketing priorities.
• Represent the strategic marketing function of the resort at Crans-Montana, develop authentic relationships with local stakeholders, and contribute to establishing a high-performing, integrated, and collaborative marketing culture.
• Implement effective working methods to improve coordination, decision-making, action execution, and communication with stakeholders across different sites and functions.

Strategy

• Develop and lead an ambitious brand development and growth strategy for Crans-Montana, consistent with the group’s overall destination portfolio strategy, while considering the resort’s unique alpine identity, development potential with target audiences, and local market specifics.
• Rely on resort-specific analyses, commercial performance, market dynamics, customer knowledge, and brand health indicators to identify new growth opportunities and contribute to evolving the guest experience.

Activation and commercialisation plans

• Develop and lead integrated activation and commercialisation plans that bring the Crans-Montana brand strategy to life across all guest touchpoints: creative content, digital channels, website, on-site communications, signage, events, activations, and promotional materials.
• Collaborate with external agencies, internal marketing teams, resort operational teams, strategic partners, and local stakeholders to deploy plans faithful to the brand identity, operationally realistic, and implemented to the highest quality standards.

Finance and annual planning

• Drive marketing actions contributing to Crans-Montana’s objectives regarding visitation, commercial revenue, customer loyalty, and brand development.
• Manage annual marketing budgets and project budgets rigorously, prioritising investments based on commercial objectives, customer impact, and expected forecasted results.

BRAND MARKETING LEADERSHIP

As head of marketing for the Crans-Montana resort, you will hold a strategic role within Vail Resorts’ Brand Marketing organisation. We believe brand marketers must be curious and critical thinkers, actively champion their ideas, stay in tune with cultural shifts, and place collaboration at the heart of their approach. We seek candidates who can demonstrate their ability to:

• Adopt a learning mindset by asking questions and acting to foster progress
• Build objective and convincing arguments based on strategy, data, and creativity
• Define a brand strategy grounded in relevant analysis and insights, taking direct responsibility for achieving commercial results
• Develop, bring to life, and preserve brands
• Be at the forefront in identifying trends relevant to our sector, brands, and customers, and act accordingly
• Guide and influence group priorities through a cross-functional position within the organisation
• Effectively lead teams by wisely managing own and others’ priorities, balancing short- and long-term business needs
• Simplify unnecessarily complex issues, develop new, more effective working methods, and unite teams and stakeholders around these changes
• Navigate uncertainty effectively with positive energy, professionalism, and a genuine partnership spirit
• Ensure own professional and personal development, as well as that of surrounding talents

POSITION REQUIREMENTS

• Bachelor’s degree or equivalent university diploma required, preferably in marketing, business management, communications, or a related field. An MBA or higher degree is an asset.
• At least eight years of professional experience marked by progressive responsibility in marketing, brand management, or business leadership.
• Proven experience in building and developing brands, creating marketing strategies that directly contribute to business results, and transforming customer insights into integrated go-to-market plans.
• Experience leading cross-functional teams and ability to influence senior executives and decision-makers across multiple sites and external partner organisations.
• Strong analytical skills, with the ability to assess business performance, market dynamics, brand health, creative and campaign effectiveness, and customer experience data.
• Excellent storytelling, presentation, communication, and professional relationship management skills.
• Demonstrated ability to manage multiple complex projects simultaneously, with a strong sense of responsibility, excellent prioritisation, and rigorous execution.
• Experience in budgeting, financial planning, and managing annual or project-related marketing investments is an asset.

BENEFITS

• Free ski pass, also for spouse and children. (If seasonal; preferential conditions for spouses)
• On-site meals provided (value included in salary and subject to social charges)
• Free ski equipment servicing
• Access to CMA Club with regional benefits (restaurants, wellness, etc.)
• Loyalty bonus every 5 years.
• 5 weeks’ holiday

Reach your peak at Vail Resorts. At Vail Resorts, our team draws strength from courageous and passionate people who push boundaries with ambition and challenge the status quo. Whether you are seeking a seasonal job or the career of a lifetime, join us today and reach your peak.