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Marketing Director

Job Details

Description

Job Title:                  Director of Marketing & Sales

Department:             Marketing

Reports To:              General Manager

Prepared By:           Sierra-at-Tahoe

Prepared Date:        01/2025

FLSA Status:           Exempt

Pay Status:              Salaried

YR Status:                FTYR

Benefit Status:        Full

Salary:                      Starting at $90k DOE


NOTE: This job description shall not be construed as a contract for employment. Must be at least 18 years of age. Sierra-at-Tahoe Resort is an at-will employer.


SUMMARY

The Director of Marketing & Sales is responsible for directing, supervising, and motivating staff in all sales, advertising, direct marketing, promotions, special events, website coordination, and public relations efforts related to the resort’s winter, summer and fall products and operations. As a customer-focused organization, a crucial element of success in this position is to generate trial, increase resort visitation and support the resort’s annual business goals. This is a full-time, on-site (non-remote) position.

 

 

 MAJOR FUNCTION & SCOPE:

 

  • Working collaboratively with the General Manager, other Executive Team members, community, partner and business associations, develops Marketing and Sales policies and programs for the entire company.

 

  • The major areas covered are; Marketing, Public Relations, Digital Media, Sales (including corporate, group, international), and Events.

 

  • Serves a critical and shared influence role over many Resort and community/industry associations such as chambers of commerce, resort associations, lodging associations, merchants associations, NSAA, Ski California and other affiliate organizations.

 

  • Coordinates implementation through Marketing, PR, Sales and Events staff.

 

  • Reports to the General Manager as the ranking Marketing and Sales executive representing the company. Assists and advises executive/senior management on Marketing and Sales issues. Acting within a team environment, helps drive other Resort initiatives through inter-disciplinary counsel, strategy, planning, advocacy and fulfillment.

 

 

  • Responsible for driving overall revenue and working collaboratively with sales and business solutions to meet quarterly and annual goals. Major focus on driving sales online and creating a successful ecommerce strategy.

 

  • Decisions made and actions taken can have far-reaching implications, impacting the Resort’s image and esteem as perceived by the employee population, industry, public, press, partners and interested affiliates. Position holds shared decision-making authority over the commitment of human capital and financial resources.

 

  • Position navigates through an overall scope exercising a very high degree of latitude, creative and independent thought, judgment and discretionary authority when dealing with sophisticated and highly detailed functions where the output of work and results accomplished are generally qualified through final products.

 

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

 

  • Helps define strategies, providing leadership and guidance in various marketing efforts driving guest awareness, visitation, brand and product development programs, sales, revenue and operational fulfillment targeting existing and new markets in support of short and long-term high impact/highly efficient marketing initiatives.

 

  • Originates Marketing and Sales practices and objectives that provide balance throughout all divisions; implements strategic marketing and sales plans and forecasts to achieve objectives for products, services, and fulfillment. Assists other departments within Resort to prepare material and deliver a consistent brand message.

 

  • Directs staffing, training and performance evaluations to develop and control sales and marketing programs; manages and directs staff including selection, performance and employment actions. Fosters a climate of teamwork and open/shared communication; serving as a role model across the resort in building and maintaining a culture of trust.

 

  • Position serves as the “gatekeeper” of the Resort’s brand and messaging.

 

  • Plans and oversees professional advertising and promotion activities including print, online, electronic and social media, direct mail and other direct and indirect sources.

 

  • Establishes and maintains a consistent corporate image throughout all product lines, promotional materials and events.

 

  • Primary contact with media, external press and public relations. Responsible for press releases, notices, announcements, write-ups and other external communication deliveries. Serves as a key contributor in the event of Resort’s administration of the Emergency Plan.

 

  • Achieves goals set for profit/loss ratios and market share concerning present conditions and industry economic trends.

 

  • Ensures effective control of marketing results and takes corrective action to guarantee that achievement of marketing objectives fall within designated budgets.

 

  • Facilitates and evaluates market research and adjusts marketing strategy to meet changing industry and competitive conditions. Interprets research results and shares key findings with the team.

 

  • Establishes and maintains relationships with industry influencers and key strategic partners (both internally and externally). Meets with key clients to build and foster strong working partnerships and alliances.

 

  • Monitors competitor products, sales and marketing activities maintaining clear and present knowledge of the industry, developments, conditions and factors impacting Sierra-at-Tahoe.

 

  • Develops and recommends product positioning, packaging, and pricing strategies to produce the highest possible long-term revenue potential and market share.

 

  • Directs sales forecasting activities and sets performance goals accordingly to territories, quotas and goals in-line with business segments including but not limited to; international and group sales, corporate sales, distribution channels, etc. Acts as counsel for wedding and other ancillary sales programs.

 

  • Serves as a liaison between sales department and other sales-related units.

 

  • Reviews and analyzes sales performances against programs, quotes and plans to determine effectiveness.

 

  • Guides preparation of marketing activity reports and presents to Senior Team and Sierra Management.

 

  • Analyzes and controls expenditures of division to conform to budgetary requirements.

 

  • May perform other inter-disciplinary functions, as assigned, involving; finance, accounting, operations, service, etc. in support of staffing and human capital fulfillment.

 

  • May job-share in other areas or the Resort based on variable business operating schedules to support the efficient and effective flow and continuity necessary to support guest service.

 


RESPONSIBILITIES TO SAFETY

  • Protect the safety of self, co-workers, and Sierra-at-Tahoe guests at all times.
  • Report any potentially harmful equipment or situations to the immediate supervisor without delay.
  • Report safety-related accidents and incidents at once to immediate supervisor.
  • Follow all company and department safety policies and procedures.
  • Operate equipment in a safe manner that will not lead to injury of self or others.
  • Drive in accordance with the law and Sierra-at-Tahoe Resort policies.

 

SUPERVISORY RESPONSIBILITIES

Manages 4 subordinate supervisors/managers who supervise a total of 2 to 5 employees in the Group Sales, Media/PR, and Special Events departments. Is responsible for the overall direction, coordination, and evaluation of these units. Carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

 

QUALIFICATIONS 

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

 

EDUCATION and/or EXPERIENCE

  • Bachelor’s degree in Marketing, Sales, Business or closely related field.
  • Affiliations with successful companies who practice effective Marketing Management.
  • Generalist background with broad and demonstrated knowledge of; sales and marketing techniques, event management, advertising, broadcasting, media and social media, web-based systems and e-commerce, public relations, surveys, research, along with sound financial principles in forecasting, planning, budgeting and pricing concepts, and return on investment modeling.
  • 8-10 years of experience in a marketing and/or sales role with at least three (3) years supervising others.
  • A minimum of three (3) years recent experience in a mid to upper-level management position in a complex and multi-dimensional company. Ski area management experience preferred.

 

PERSONAL CHARACTERISTICS:

  • High energy level and sound judgment, comfortable performing multifaceted projects in conjunction with day-to-day activities.
  • Superior interpersonal abilities. Ability to get along with diverse personalities, tactful, professional, flexible and capable of managing through ambiguity. Ability to communicate effectively both orally and in written form to diverse stakeholders including co-management, internal and external customers.
  • Demonstrate the ability to anticipate and solve practical problems and resolve issues. Must be able to present technical detail and have sound research and report-writing techniques. Must be metric-driven and capable of distinguishing trends and formulating plans of action based on data.
  • Resourceful and well organized.
  • Participative management style; advocate of the team concept.
  • Ability to establish credibility and be assertive, decisive and persuasive – along with the ability to recognize and support the Resort’s broader preferences and priorities.
  • Must be guest-oriented and willing to provide excellent guest service. Must be able to keep a positive attitude, adapt to change under variable conditions, meet peak/changing work demands, interact well with others, and maintain effective working relationships.
  • Must be comfortable around others and able to present a positive image within the Resort’s extended community including through professional networking and professional trade activism.
  • Must be capable of travel to and from multiple subsidiary lines of business with occasional off-site meeting requirements. Candidate must have the ability and desire to remain visible within the Resort complex; capable of stepping outside of their office to deliver services and maintain an active presence in the field. Candidate must be able to exercise judgment in defining and determining courses of action for situations not falling clearly within prescribed practice.

 

LANGUAGE SKILLS

Ability to read, analyze, and interpret common scientific and technical journals, financial

reports, and legal documents. Ability to respond to inquires and complaints from customers, regulatory agencies, or members of the business community. Ability to write speeches and articles for publication that conform to prescribed style and format. Ability to effectively present information to top management, public groups, and/or boards of directors.

 

MATHEMATICAL SKILLS

Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret graphs.

 

REASONING ABILITY

Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

 

CERTIFICATES, LICENSES, REGISTRATIONS

Resort certification on any necessary equipment.

 

PHYSICAL DEMANDS

 The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

 

While performing the duties of this job, the employee is regularly required to talk or hear. The employee frequently is required to walk. The employee is occasionally required to stand and ski or snowboard at intermediate or above skill level. The employee must regularly lift and/or move up to 25 pounds.

 

WORK ENVIRONMENT 

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

 

While performing the duties of this job, the employee is regularly exposed to guest/employee interaction, moving mechanical parts and outside weather conditions.  The employee is occasionally exposed to high, precarious places. The noise level in the workplace is usually moderate.

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