Marketing Manager

• Oct 2021 - Present

Owner/Photographer

• Jun 2013 - Present

Action sports and lifestyle photography based outside of Boulder, Colorado. Action sports and lifestyle photography based outside of Boulder, Colorado.

Marketing Manager

• Sep 2018 - Oct 2021

• Create and manage all marketing, communications, and events strategy and execution to drive increased mountain visitation, customer yield, and total revenue. • Co-manage $1MM+ annual marketing capital, operational, and labor expense budget. • Design and implement fully integrated multi-channel marketing promotional calendar including owned, earned, and paid media, as well as all web, SEO, CRM, SMS, direct mail, influencer, social, and digital signage.• Direct creative projects from ideation to final product.• Develop and deploy media-relations strategy including story conception and pitching; draft and distribute press releases to targeted media; maintain press contact lists and relationships; and act as business spokesperson.• Plan and execute all on- and off-mountain events, including trade shows, promotional activations, races and competitions, as well as large-scale signature events. • Reimagine content strategy by building out new team from scratch—including the hiring of a dedicated creative agency—successfully increasing brand affinity and emotional loyalty by +18% YoY during FY21. • Collaborate with cross-functional resort and corporate teams to ensure holistic business success. • Hire, onboard, lead, and development of team members including Digital Marketing Coordinator, Event Supervisor, Events & Partnerships Coordinator, Video Production Lead, a dozen content contractors, as well as outside agencies including brand/creative, multiple paid media agencies, CRM & SEO vendors, guest/market research firm, and a global influencer team. • Participate in key decision-making related to business-unit-wide strategic direction, product offerings, pricing, technology roadmaps, as well as critical sustainability goals & planning.• Demonstrate strong communications skills by presenting strategic marketing planning and results to senior leadership team, resort management, fellow marketing team members, as well as vendors and corporate partners.

Senior Specialist, CRM

• Nov 2013 - Jul 2018

Worked within the Customer Relationship Management team for the international resort operator.• Played key role in establishing, managing, and implementing CRM strategies and tactics for nine world-class ski resort brands with 10MM+ customer records and 60MM annual emails sent—resulting in $50MM+ of attributed revenue during FY18. • Maintained promotional calendar, including creating multi-touchpoint and timing strategies as well as coordination with cross-functional teams including IT, Analytics, Call Center, Strategic Alliance, Resorts, Season Pass, Destination Marketing, Web, Product Management, Hospitality, ESP vendors and partners, and other internal teams to meet critical business objectives.• Managed primary accounts and owned weekly planning and post-campaign analysis meetings with resort teams and regularly presented to senior management on topics related to best practices, performance, innovation, leadership, and feedback.• Lead CRM and support teams during Canyons, Park City, and Whistler Blackcomb resort systems integrations.• On-boarded new manager successfully and supervised day-to-day tasks for junior-level employees.• Guided strategic development and project management of all resort automated email programs—including implementing an Abandoned Cart trigger from pilot through production, resulting in the most revenue efficient campaign in the history of the company—generating $3MM+ annually. • Advanced from Direct Marketing Specialist to CRM Senior Specialist for consistently exceeding management expectations and team goals. • Designed, managed content, and executed innovative multi-channel campaigns involving advanced audience targeting with 300+ segments and inventive customer personalization with 120+ options.• Developed KPIs and analyzed campaign performance with customized reporting including automated weekly updates and an in-depth monthly CRM Dashboard to provide strategic, data-driven recommendations for future improvements.

Marketing Program Manager

• Sep 2008 - Oct 2013

Key member of marketing agency start-up with core expertise in B2B hi-tech, engineering, and scientific communities.• Developed and implemented proprietary CRM sales lead tracking program for Fortune 500 technology client. • Directed end-to-end email campaigns—including planning, targeting, execution, reporting, and on-going strategic adjustments.• Established marketing communications strategy involving business assessment, market analysis, multi-channel promotional calendar, budgeting, analytics, and owned creative development including email campaign design, customer case studies, and SEO-optimized web content.

Marketing Intern

• May 2007 - Jul 2008

Worked within the Personal Systems Group for the multinational Fortune 500 technology firm.• Managed $500k enterprise hardware demonstration equipment pool including project managing sales, technical, logistics, and external contractor teams as well as hands-on server equipment setup. • Created templates, forms, and other tracking mechanisms to maintain long-term process organization.• Volunteered for and drove additional, independent projects with little direction from management—including a special assignment to co-produce a series of internal sales training videos.