Sr. Manager, Relationship Marketing

Vail Resorts • Broomfield, CO

5d • $110,000 - $145,000 • Hybrid

About The Position

Vail Resorts is reimagining Relationship Marketing from a channel-driven function into a connected Guest Engagement ecosystem that delivers personalized, relevant, and timely communications across every stage of the guest experience with Vail Resort brands and associated products. This role will play a critical leadership role in advancing that transformation. The Senior Manager, Relationship Marketing is responsible for developing and executing CRM strategies that deepen guest relationships, increase loyalty, drive repeat visitation, and support long-term lifetime value. This leader will oversee relationship marketing programs across Email, SMS, In-App, Push, and emerging owned channels while partnering closely with Brand, Analytics, Product, Technology, Resort Marketing, and Operations teams. Beyond campaign execution, this role will help shape the future of guest engagement at Vail Resorts by evolving from promotional messaging toward guest-signal driven journeys, automation, personalization, and real-time engagement experiences that create a seamless relationship across brands, resorts, and business lines.

Requirements

• Bachelor's degree in Business, Marketing, Communications or a related degree
• 8+ years of CRM, lifecycle marketing, relationship marketing, or customer engagement experience
• 3+ years of people leadership experience managing high-performing teams
• Experience using Microsoft Office (including Excel and PowerPoint), HTML, CSS, Omniture, Exact Target, Adobe Marketing Cloud, Marketing Automation Softwarex
• Deep expertise in email marketing, customer lifecycle management, segmentation, testing, and marketing automation
• Experience utilizing CDPs, marketing automation platforms, CRM systems, marketing databases; email marketing, campaign management, and analytics tools
• Proven track record of driving measurable business results through customer engagement programs; experience building and executing email campaigns
• Strong analytical skills with the ability to translate data into actionable insights
• Exceptional communication, collaboration, and stakeholder management skills
• Experience leading change, influencing cross-functional partners, and operating effectively in ambiguity
• Strong understanding of or willingness to learn B2C email marketing strategy & tactics nice to have; preferably in hospitality, travel, or ski company
• Track record of developing data-driven campaigns resulting in solid business results is necessary
• Ability to articulate and champion email marketing best practices
• Excellent project management skills
• Experience managing direct reports with a focus on leadership and career development.

Nice To Haves

• Experience in hospitality, travel, destination, retail, loyalty, subscription, or high-consideration consumer businesses
• Familiarity with customer data platforms, AI-enabled personalization, journey orchestration, and predictive marketing
• Experience building lifecycle programs that span multiple brands, products, or business units
• MBA or advanced degree preferred but not required
• Management of cross-functional relationships, especially with IT
• Experience with matrixed organizations
• Managed external vendor relationships
• Deep experience with email service platforms and customer data platforms
• Experience forecasting and managing a budget
• Ability to both develop and deliver presentations
• Ability to read and interpret financial and analytical reports
• Database Analytics skills (SQL, R, etc).

Responsibilities

• Lead the development and optimization of relationship marketing strategies designed to increase acquisition, activation, retention, loyalty, and win-back outcomes.
• Build guest-first contact strategies that leverage behavioral signals, preferences, engagement history, and purchase data.
• Shift communication approaches from campaign-based execution toward always-on, journey-based engagement.
• Drive the evolution of communications across multiple guest touchpoints and stages of the guest experience and communications.
• Own strategic planning and execution across Email, SMS, Push Notifications, In-App, Direct Mail, and future CRM channels.
• Develop integrated communication strategies that create a cohesive guest experience across brands and lines of business.
• Ensure content, cadence, targeting, and channel selection align to guest needs rather than siloed business objectives.
• Partner with channel owners and stakeholders to continuously improve engagement performance and guest experience.
• Champion the use of customer data, audience segmentation, experimentation, and predictive insights to improve engagement.
• Partner with Analytics, Data Engineering, CDP/Audience Management, and MarTech teams to expand personalization capabilities.
• Identify opportunities to increase automation, trigger-based communications, and orchestration across channels.
• Support the development of scalable audience and journey frameworks that improve efficiency and relevance.
• Own channel and program performance against key guest engagement, loyalty, visitation and unit/revenue objectives.
• Establish KPIs, measurement plans, testing frameworks, and reporting strategies that demonstrate business impact.
• Use data-driven insights to inform priorities, optimize guest journeys, and influence decision-making.
• Drive continuous improvement through experimentation and performance analysis.
• Help lead the transformation toward a connected Guest Relationship Ecosystem that supports proactive, personalized engagement.
• Contribute to initiatives involving guest identity, unified guest profiles, journey orchestration, operational communications, and next-generation CRM capabilities.
• Partner across business functions to identify opportunities to remove friction and create more connected guest experiences.
• Act as a change leader who can translate long-term vision into actionable roadmaps and measurable outcomes.
• Help transform Vail Resorts from a campaign-centric model to a connected, guest-first engagement ecosystem.
• Lead and develop a team of CRM and marketing professionals through coaching, performance management, and career development.
• Build strong relationships across Brand Marketing, Product, Technology, Analytics, Resort Operations, Sales, and Executive Leadership.
• Operate effectively in a highly matrixed environment while driving alignment around guest-first priorities.
• Influence enterprise strategies through strong communication, strategic thinking, and data-informed recommendations.
• Lead the team on best practices for email engagement, marketing automation, journey-based trigger communications, dynamic content from multiple data points, email content enhancements, list-building, database management, deliverability, data integrity, and CAN-SPAM/CASL/GDPR compliance.

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: Manager