Corporate Director of Customer Data & Analytics

Xanterra Travel Collection•Greenwood Village, CO

12d•Onsite

About The Position

The Corporate Director of Customer Data & Analytics leads Xanterra Travel Collection’s use of customer data to build profitable, long-term guest relationships across its portfolio of brands. Reporting to the Vice President, Growth Marketing & Strategy, the role is based in Denver, Colorado, and owns the customer data foundation—including CRM architecture, identity resolution, data governance, and privacy operations—as well as the lifecycle marketing and analytics built on it. The Director develops strategy with brand marketing and sales leaders, oversees execution, and reports on consumer touchpoint performance across channels such as email, direct mail, and text messaging. The role provides vision and leadership for an omnichannel approach informed by data and analytics, working with cross-functional partners to improve business outcomes and guest experiences. The position oversees customer data platforms and integrations, privacy and consent processes, CRM and lifecycle campaign strategy, platform administration, analytics and reporting, vendors, and direct reports. It also supports revenue planning and advises brands on the effective use of customer data throughout sales and marketing.

Requirements

At least 7 years of experience in CRM, customer data management, lifecycle marketing, marketing automation, database marketing, and/or email marketing, including experience managing direct reports.
Bachelor’s degree in business, marketing, computer science, or a similar field, or equivalent experience.
Experience administering an enterprise CRM at multi-brand or multi-property scale.
Experience with customer data infrastructure such as Segment or another CDP, and with integrating property management or reservation systems into a CRM.
Experience with analytics and tagging software such as Google Analytics and Google Tag Manager, and business intelligence tools such as Power BI.
Working proficiency in SQL for data analysis, auditing, and reporting.
Experience designing identity resolution, data governance, or data quality programs.
Working knowledge of consumer privacy and marketing regulations, including CAN-SPAM, TCPA, CCPA/CPRA, other state privacy laws, and consent management.
Proven ability to identify, track, and report KPIs for lifecycle and multichannel marketing programs.
Experience managing integrated, multichannel campaigns and overseeing strategic use of email, direct mail, SMS, and other channels.
Experience developing database marketing strategies, project plans, and test plans.
Experience analyzing email, digital nurturing, or multichannel campaign performance.
Hands-on experience setting up, troubleshooting, and optimizing automated email programs.
Excellent planning, time management, and organizational skills.
Superior communication, presentation, diplomacy, and interpersonal skills.
Attention to detail.
Strong analytical and problem-solving skills.
Experience managing a departmental budget.
Ability to work independently and collaboratively as a self-starter.
Ability to manage varied tasks, prioritize workload, and deliver results to deadlines in a fast-paced environment.

Nice To Haves

HubSpot experience is strongly preferred.
Opera experience is preferred.
Basic knowledge of HTML.
Experience in hospitality, travel, or multi-property brand environments.
Experience with Python or JavaScript for data workflows or CRM custom code.
Experience applying AI tools to marketing, analytics, or content workflows.

Responsibilities

Own internal and external technology projects to grow CRM/CDP capabilities and partner with IT on a technology roadmap for data and address hygiene, campaign management, privacy, database analytics, business intelligence, and personalization.
Oversee centralized customer data tools and processes, including HubSpot CRM, Segment, the Preference Center, the Customer Privacy portal, and analytics platforms.
Partner with Legal to operationalize consumer data and privacy regulations and lead implementation of related policies and processes.
Develop database, trigger, and integrated nurturing campaign strategies using the CRM, and oversee execution and analysis.
Advise portfolio brands on using first-party, second-party, and zero-party data in sales and marketing plans.
Work with IT to guide and manage connections between digital tools and customer data platforms.
Own identity resolution, householding, and deduplication across brands to provide each guest with a single trusted profile.
Establish and enforce portfolio-wide data governance standards, including CRM architecture, business unit structure, property definitions, naming conventions, and data quality controls.
Integrate property management, reservation, and other source systems with the CRM, and represent customer data requirements in system selection and replacement projects.
Lead customer data integration for newly acquired or opened properties.
Partner with Sales and reservations teams to enable CRM lead management, pipeline tracking, and reporting.
Evaluate and manage third-party data enrichment, including demographic appends and data cleansing, to improve segmentation and targeting.
Evaluate and apply AI tools, including AI-assisted content, answer engine optimization, and predictive modeling, to improve customer insight and marketing efficiency.
Lead development, implementation, and maintenance of analytics tools across the digital ecosystem.
Manage direct reports who support execution, tracking, data hygiene, and related tasks.
Participate in corporate and brand revenue planning to support and integrate CRM strategy and plans.
Champion CRM concepts and examples of success with senior leaders across the business.
Identify and manage vendors and agencies for ongoing needs and special projects.
Cultivate relationships with stakeholders and contributors, including call center, Sales, MarCom, IT, and Legal.
Oversee strategic planning, building, and quality assurance of email messages, campaign automations, and triggered sends; work with brand marketing leaders to establish a framework for customer-journey campaigns.
Manage the strategic use of channels in CRM programs, including direct mail, SMS, and outbound calling.
Develop and pilot nurturing campaigns and audience segmentation refinements.
Develop and pilot engagement and lead-scoring methods to identify high-value leads.
Work with portfolio digital marketing teams to deploy personalized messaging through websites and other marketing channels.
Collaborate with creative and digital resources to develop copy, graphics, landing pages, and other campaign assets.
Help build and implement a data strategy that strengthens guest relationships and gives users greater control and transparency.
Lead ongoing development, deployment, and maintenance of customer tools such as the Preference Center, Cookie Management platform, and Privacy platform.
Administer customer data technology platforms, serving as the main vendor liaison and managing budgets, system maintenance, upgrades, and recommended integrations.
Work with account representatives, vendors, and internal IT resources to resolve issues, implement improvements, and secure resources for projects.
Manage audits of customer and preference databases and establish controls and processes for data and address hygiene, database processes, preference management, and direct mail execution in compliance with applicable laws.
Collaborate with the internal team to build standardized reports and custom reports and dashboards as needed.
Monitor and report on audience segmentation, email engagement, preference-center and opt-out trends, sender reputation, performance, and key trends, and recommend ways to optimize results.
Lead analyses of campaign, channel, and touchpoint effectiveness, segmentation, customer lifetime value, and other measures that support evidence-based customer acquisition, retention, and loyalty decisions.