Director, Digital and Guest Analytics

Aspen Skiing Company•Basalt, CO

20h

About The Position

The Director, Digital and Guest Analytics sets and executes the long-term strategy for digital and guest analytics across Aspen One, driving measurable growth in digital and ecommerce channels and advancing enterprise analytics maturity across ski, hospitality, and retail. This is a senior individual contributor role that collaborates closely with Digital Marketing, Marketing, IT, Product, and business unit teams, and serves as a trusted advisor to senior leaders across the organization. The Director leads the digital and guest analytics roadmap, manages the department's analytics budget and vendor portfolio, and directs the day-to-day work of three external vendors that support analytics, CDP, and measurement delivery. The role connects digital, marketing, ecommerce, sales, and retail performance into a unified analytics function that informs enterprise strategy and personalization at scale. This position reports to the Sr. Director of Data and Digital Technology. The salary range for this position is $119,000 to $150,000. Actual pay will be dependent on budget and experience; all our salaried roles are eligible for bonus.

Requirements

Bachelor’s degree or equivalent experience in Analytics, Marketing Analytics, Business Intelligence, MIS, Economics, or a related field
7 years of experience in digital analytics, marketing analytics, customer insights, or a related role required
3 years of people leadership required
Experience owning analytics initiatives end-to-end in a cross-functional environment
Demonstrated experience directing the work of external vendors or contractors
Advanced proficiency in Google Analytics (GA4) and Looker Studio (or similar BI tools)
Strong experience building and maintaining automated, scalable reporting
Hands-on experience with Customer Data Platforms (CDPs) or CRM platforms (e.g., Lexer, Salesforce Marketing Cloud, Adobe, Amperity)
Proficient knowledge in developing and executing business strategies that align with the company’s long-term goals
Working knowledge of SQL for light to moderate querying of the Customer Data Warehouse
Strong curiosity and problem-solving mindset; ability to dig into data independently, identify meaningful insights, and connect them to business impact
Executive presence and proven ability to influence senior leaders through data and insight
Financial acumen including budget management, ROI modeling, and vendor negotiation
Track record of translating enterprise strategy into analytics investment priorities
Excellent communication skills and ability to present insights to executive leadership and senior stakeholders
Proven ability to manage multiple priorities in a fast-paced environment
Demonstrated foresight and ability to plan, develop, and execute an analytics roadmap to mature the organization’s analytics capability over time
Ability to earn trust and respect from project stakeholders and influence decisions that need to be made to make projects successful
Experience directing vendors and contractors
Ability to effectively intake, plan, and prioritize work across multiple business teams, data domains, and technology platforms
Ability to communicate insights clearly to both technical and non-technical audiences
Ability to influence decisions through data, insight, and thoughtful recommendations
Ability to champion a culture of data-driven decision-making across guest-facing teams

Responsibilities

Define the long-term roadmap and multi-year strategy for digital and guest analytics, aligning priorities to enterprise business and digital goals
Define and evolve key performance indicators (KPIs) across digital marketing, ecommerce, and guest engagement
Serve as an analytics advisor to senior leaders by translating complex data into clear, actionable insights and shaping executive-level narratives
Establish best practices for analytics intake, prioritization, and delivery across teams
Partner with cross-functional teams (digital marketing, ecommerce, IT, product, business unit marketing) to ensure KPIs are clear, actionable, and aligned to business goals, and to provide analytics support by channel
Serve as key contributor to the digital monthly business reviews by providing reporting with accurate data, context, and insights that explain performance trends and drivers
Define and implement the plan for growing digital and guest analytics maturity through automated reporting, ongoing tracking of core KPIs, and connecting ad hoc analysis to business objectives
Develop, maintain, and automate ecommerce and digital marketing dashboards, including funnel reporting and annual demand forecasting, while establishing digital reporting best practices and delivering recurring, ad hoc, and executive-level insights to inform operational and strategic decision-making
Conduct ongoing analysis surrounding ecommerce, digital marketing, acquisition and retention, lifetime value (LTV), customer journeys, funnel analysis, and related areas
Apply analytical techniques such as cohort analysis, segmentation, and advanced models (e.g., RFM) to deepen understanding of customer behavior and performance trends
Support experimentation and performance optimization efforts, including A/B testing measurement and post-test analysis
Serve as the CDP subject matter expert and administrator by managing vendor relationships, training internal users, proactively mining guest data for actionable insights, and building and refining guest segments that support retention, loyalty, marketing campaigns, and targeted engagement strategies across ski, hospitality, and retail for Aspen One
Support campaign measurement and A/B testing, providing post-campaign insights and recommendations
Partner with digital and ecommerce leads to align data insights with personalization and recognition strategies
Lead projects to support advanced analytics capabilities such as RFM modeling, cohort and persona analysis, LTV modeling, and churn analysis
Direct the day-to-day work of three external vendors supporting analytics, CDP, and measurement, including scope definition, deliverable prioritization, and alignment to business objectives
Manage the annual analytics budget and vendor contracts, partnering with finance and procurement on forecasting and negotiations
Oversee vendor delivery, quality, and spend, and evaluate vendor capabilities to identify opportunities that improve analytics outcomes
Lead strategic vendor partnership decisions including contract renewals and portfolio rationalization
Other duties as assigned