Ecommerce Content Specialist

Boyne Resorts • Petoskey, MI

1d

About The Position

Drive ecommerce revenue growth across Boyne Resorts’ portfolio of 13 resort properties by establishing conversion best practices, optimizing purchase journeys, and enabling resort web managers to execute digital commerce strategies independently. This role maximizes funnel performance across lift ticket, lesson, rental, and lodging purchase flows. You’ll serve as the bridge between resort marketing teams and the technical web development team, translating business goals into optimized digital experiences, building resort team capability, and protecting developer capacity for high-impact projects.
About Boyne Resorts
Boyne Resorts is a collection of 13 mountain and golf resort properties spanning the Northeast, Midwest, Rocky Mountains, and Pacific Northwest. Our Web Team maintains the digital presence for all properties, building high-performance websites while supporting resort marketing teams with content management, ecommerce optimization, and customer journey improvements.
Why This Role Matters
Ecommerce is a strategic growth channel. This role directly impacts revenue across all 13 properties. Resort web managers need expert guidance on content optimization, merchandising, and conversion best practices. Developer capacity is limited. Enabling resorts to self-serve frees developers for platform improvements. Coordinated ecommerce journeys from email/SMS through purchase completion require dedicated ownership. You’ll collaborate closely with:
Database Marketing team (email/SMS journey coordination)
CRM team (customer data, service channel optimization)
Resort web managers across all 13 properties

Requirements

• 3+ years in ecommerce, digital merchandising, or conversion rate optimization
• Proven track record improving online conversion rates and revenue per visitor
• Strong analytical skills with experience using Google Analytics, Looker Studio, A/B testing platforms, SEO and AEO tools
• Excellent stakeholder management skills working with non-technical business teams
• Experience creating training materials and driving user adoption of digital tools and processes
• Familiarity with CMS platforms and content management workflows
• Experience with Jira or similar project management tools for ticket triage and requirements documentation
• Self-motivated with ability to identify and act on optimization opportunities without direction

Nice To Haves

• Experience in multi-brand, multi-location ecommerce environments
• Familiarity with hospitality, travel, ski/resort, or seasonal business models
• Knowledge of headless commerce, and/or modern web architectures
• Background in SEO, web accessibility (WCAG 2.2), and AI content optimization
• Understanding of customer data platforms, marketing automation (Salesforce Marketing Cloud), or SMS platforms (Attentive)
• Experience with SiteImprove, Osano, or similar web governance tools

Responsibilities

• Ecommerce Strategy & Optimization (50%)
• Audit conversion paths across all resort properties, identifying friction points in lift ticket, lesson, rental, and lodging purchase flows
• Establish and enforce ecommerce best practices: clear CTAs, streamlined checkout, mobile optimization, and trust signals
• Conduct A/B testing and iterative improvements on high-impact conversion elements
• Analyze funnel performance data to prioritize optimization opportunities by revenue potential
• Collaborate with Database Marketing team on coordinated journeys from email/SMS to purchase completion
• Monitor competitor ecommerce experiences and recommend strategic enhancements
• Support SEO optimization and AI content readiness across resort web properties
• Resort Enablement & Training (30%)
• Build resort web manager capability through training on CMS workflows, content optimization, and ecommerce principles
• Create playbooks and templates for common scenarios: product launches, seasonal campaigns, promotional content updates
• Develop self-service documentation and video tutorials to reduce inbound support requests
• Conduct regular office hours or workshops to share wins, review analytics, and address resort challenges
• Champion data-driven decision making by teaching resort teams to interpret analytics and test hypotheses
• Align resort content strategies with seasonal campaign calendar (season passes, lift tickets, lodging campaigns)
• Resort Support & Ticket Management (20%)
• Lead triage of inbound resort requests in Jira, resolving tier-1 issues independently
• Translate resort requests into clear technical requirements when developer escalation is needed
• Identify patterns in support requests and create scalable solutions that prevent recurring issues
• Maintain standards for request documentation and prioritization in Jira
• Act as liaison between resort operations and the web development team

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed