Director, Relationship Marketing

Vail Resorts • Remo, VA

3d • $150,000 - $185,000 • Hybrid

About The Position

The Director, RM Strategy - Acquire & Database Health leads the Acquire portfolio within the enterprise Relationship Marketing strategy. Reporting to the Senior Director, this role is responsible in ensuring we are not just marketing to the same guests more effectively but continuously growing the number of guests we can reach, activate, and convert. It fills a strategic gap by providing dedicated ownership of acquisition, onboarding, database health, and early-lifecycle growth, complementing the team's existing engagement and retention focus. The Director will help advance the evolution from batch-and-blast campaign planning to connected lifecycle marketing built around guest needs, signals, journeys, and measurable outcomes. As the strategic lead for acquisition and activation, this person develops the strategy, roadmap, standards, and recommendations for database health, marketability, strategic partnerships, new-subscriber growth, referral programs, channel governance, direct mail acquisition, welcome and onboarding journeys, first-purchase conversion, app acquisition and push opt-in growth, and win-back or re-engagement. The Director also contributes thought leadership and reusable practices that strengthen the broader RM organization across Email, SMS, Push, In-App, Direct Mail, and emerging owned channels. Success requires the ability to translate the Vail Resorts RM vision into an actionable acquisition and activation roadmap while working hands-on to diagnose opportunities, build strategies and business cases, align stakeholders, and advance journeys, tests, and capability priorities. The role will leads through influence across RM Strategy, Activation, Creative, Analytics, Audience Management, MarTech, Product, Resort Marketing, Pass, Hospitality, Retail/Rental, and Operations.

Requirements

• Bachelor's degree in Marketing, Business, Communications, Analytics, or a related field, or equivalent relevant experience.
• 10+ years of progressive experience in CRM, lifecycle marketing, relationship marketing, loyalty, customer engagement, or a related discipline.
• Experience leading enterprise or portfolio-level strategy across multiple brands, products, business units, or complex guest journeys.
• Demonstrated success building acquisition, onboarding, conversion, engagement, retention, re-engagement, or win-back strategies that delivered measurable business outcomes.
• Deep expertise in audience segmentation, contact strategy, experimentation, marketing automation, triggered communications, personalization, and cross-channel orchestration.
• Experience working with customer data platforms, CRM or marketing automation platforms, mobile engagement platforms, analytics tools, and marketing databases.
• Ability to convert ambiguous business problems and complex data into clear strategies, roadmaps, executive recommendations, and action plans.
• Exceptional influence, facilitation, communication, and stakeholder-management skills in a highly matrixed environment.
• Demonstrated ability to lead transformation and drive adoption without relying on formal authority.
• Strong financial and analytical acumen, including the ability to interpret performance, develop business cases, and connect marketing activity to guest and business value.

Nice To Haves

• Experience in hospitality, travel, destination, retail, loyalty, subscription, or another high-consideration consumer business.
• Experience designing lifecycle programs across email, SMS, push, in-app, direct mail, and emerging owned channels.
• Familiarity with guest identity, householding, consent and marketability, predictive modeling, journey orchestration, and AI-enabled personalization.
• Experience establishing enterprise governance, operating models, decision rights, and reusable strategic frameworks.
• Experience partnering with offshore or shared-service execution teams while retaining strategic ownership and quality controls.
• MBA or advanced degree is helpful but not required.

Responsibilities

• Partner with the Senior Director to shape enterprise RM direction and lead the Acquire/Database Health portfolio within that strategy.
• Translate the Acquire north star into a sequenced roadmap, business cases, priorities, and measurable outcomes.
• Serve as a senior strategic advisor to the Senior Director and cross-functional partners, bringing a clear point of view on guest growth, acquisition, activation, personalization, automation, and emerging practices.
• Contribute reusable frameworks and standards that strengthen the broader RM Strategy Team and go-to-market strategies.
• Own strategies for database health, consent and marketability, new-subscriber growth, referrals, strategic partnerships, and channel governance.
• Lead direct mail and digital acquisition strategies that move prospects and newly known guests toward engagement and first purchase.
• Own welcome and onboarding, first-purchase conversion, app acquisition, push opt-in growth, and win-back or re-engagement strategies.
• Partner with Audience Management, Analytics, Product, and Technology to remove growth barriers and expand actionable audiences
• Lead connected acquisition, onboarding, activation, and re-engagement journeys across Email, SMS, Push, In-App, Direct Mail, and emerging channels.
• Define guest need states, audience intent, triggers, sequencing, cadence, personalization, suppression logic, content requirements, and success measures.
• Balance scheduled communications, triggered journeys, and real-time experiences based on guest need and business value.
• Identify automation and capability priorities that improve relevance, speed, scale, and conversion.
• Lead contact and channel governance for the portfolio, including prioritization, frequency, eligibility, suppression, overlap, and exceptions.
• Maintain portfolio visibility across brands, products, journeys, and channels; balance brand and LOB context with a cohesive Vail Resorts guest relationship; escalate enterprise trade-offs as applicable.
• Create clear briefs, journey standards, decision frameworks, and strategy packages that are ready for Operations & Enablement.
• Define business objectives, KPIs, measurement plans, and test hypotheses with Analytics and Test & Learn partners.
• Assess performance using incrementality, marketability, engagement, conversion, visitation, units, revenue, journey progression, and guest-experience signals.
• Turn insights into optimization decisions, investment recommendations, and executive narratives.
• Maintain a learning agenda that scales proven approaches and redesigns or stops lower-value work.
• Lead Acquire-focused PODs with clear objectives, decision rights, deliverables, and success measures.
• Provide complete strategy packages while RM Operations & Enablement owns feasibility, readiness, execution workflow, QA, deployment, and offshore delivery.
• Align Brand, Resort Marketing, Product, Technology, Analytics, Creative, Sales, and Operations around acquisition priorities and trade-offs.
• Influence new ways of working and mentor RM strategists without formal people-management responsibility.

Benefits

• Ski/Mountain Perks! Free passes for employees, employee discounted lift tickets for friends and family AND free ski lessons
• MORE employee discounts on lodging, food, gear, and mountain shuttles
• 401(k) Retirement Plan
• Employee Assistance Program
• Excellent training and professional development
• Health Insurance; Medical Insurance, Dental Insurance, and Vision Insurance plans (for eligible seasonal employees after working 500 hours)
• Free ski passes for dependents
• Critical Illness and Accident plans

What This Job Offers

• Job Type: Full-time
• Career Level: Director