Director, Social Media

Alterra Mountain Company•Denver, CO

4d•Hybrid

About The Position

The Director of Social Media is a creative and strategic leader responsible for developing and executing Alterra Mountain Company’s social media and content strategy. The role identifies campaign insights and creates targeted social campaigns to promote Ikon Pass, Alterra-owned destinations, their brands, and their communities. As part of the Enterprise Marketing Department, the Director integrates social media into broader marketing and communications strategies to drive demand and stakeholder engagement. The Director oversees social media tactics across the company’s businesses and serves as the technical and strategic expert for social channels and capabilities. The role plans and schedules local social content, measures execution across channels, and identifies opportunities for innovation. It works with resort teams, company leadership, marketing, public relations, messaging, customer service, partners, agencies, athletes, and influencers. The Director provides regular reporting, milestone insights, competitive analysis, annual plans, KPI dashboards, and ongoing technical and functional support. The role leads a small team, manages external agency relationships, oversees social monitoring tools and analytics, and supports social media marketing for Ikon Pass products and partner launches.

Requirements

Bachelor’s degree in marketing, communications, public relations, or a related field.
8+ years of progressive experience in social media marketing roles.
5–7 years of industry experience.
Knowledge of applicable social channels, including Facebook, Instagram, X, LinkedIn, and YouTube.
Understanding of marketing automation, social media analytics and KPIs, digital media strategies, paid social, customer acquisition, and consumer trends relating to social media consumption.
Familiarity with the travel industry and knowledge of email service providers such as Silverpop.
Broad understanding of IT architectures and technologies.
Strong organizational, analytical, detail-oriented, and action-oriented capabilities; acute listening skills; and strong written and oral communication skills.
Ability to honor commitments by delivering timely, high-quality results and to give effective presentations.
Strong understanding of consumer behavior and consumer research.
Leadership skills in a matrix organization, ability to manage external resources, and ability to lead change.
Experience with email capabilities and integration, consumer research, and customer survey tools.
Strong skills and experience with databases and statistical analysis; experience managing key performance indicators.
Experience working across multiple levels of social and marketing teams at enterprise and destination levels, including resort partners and owned destinations.
Experience managing multiple agencies or vendors simultaneously.
Project management skills related to video production or creative deliverables for social media channels.
Professional or lived experience marketing, communicating, and driving sales in a culturally competent manner to broad audiences and new or emerging markets, including underrepresented communities.
Ability to administer multiple social channels and add new channels as needed.

Nice To Haves

Experience with Simply Measured, Offerpop, Sprout, or other social vendor solutions.

Responsibilities

Develop and provide strategic oversight of social media communication tactics.
Collaborate with marketing and public relations teams on social campaigns that support business objectives; partner with the messaging team on complementary campaigns.
Develop short-form video content for social channels and the Ikon Pass platform.
Own social programming for new products, particularly Ikon Pass products and platform developments; create launch plans and support new partner additions.
Manage social media marketing automation and oversee the deployment, budget, and optimization of social monitoring and analytics tools.
Foster the Ikon Pass brand voice and community across social media, maintaining appropriate tone and brand standards.
Respond to customer messages and service issues, coordinating with contact centers, local teams, and media teams on responses and resolution.
Manage social relationships with resort partners, supporting Ikon Pass promotion, customer issues, launches, deadlines, milestone events, and special projects.
Develop strategies to grow engagement and community across social channels and identify opportunities on new channels.
Develop and oversee social and digital test-and-learn initiatives; identify technologies and platforms that can improve strategic impact.
Educate internal teams and resort partners on social media value, best practices, and evolving implications.
Develop KPI dashboards for different levels of the business and provide ongoing technical and functional support for social media channels.
Lead a small team of direct reports and optimize departmental capabilities and oversight.
Manage external social media agency relationships.
Work with athletes and influencers on content creation and contractual deal points.
Provide monthly reporting updates, milestone insights, competitive analysis, and annual plans across multiple channels.

Benefits

Free Ikon Pass for eligible employees and additional free skiing and riding privileges at Alterra Mountain Company resorts for eligible employees and their dependents.
Discounted skiing and riding for friends and family at Alterra Mountain Company resorts.
Flexible Time Off and Paid Time Off policies for eligible employees.
Discounts on outdoor gear, apparel, rental cars, and other items.
Medical, dental, vision, life, AD&D, short-term disability, and long-term disability insurance; employee assistance program; HSAs and FSAs.
401(k) plan with a generous company match.
Paid parental leave of up to six weeks for eligible employees.
Commuter benefits for Denver employees.
Hybrid workplace policy encouraging regular in-person collaboration at the company headquarters for eligible employees.
Short-term and long-term incentives may be available.