Sr Manager Marketing Analytics

Department Purpose

The Marketing Analytics team is a newly formed group responsible for measuring guest behaviors and marketing effectiveness across the organization. This role will oversee three critical components of the business: Guest analytics marketing effectiveness and web analytics. Guest analytics encompasses evaluation of historical behavior trends by guest segment and development of insights and models to help inform marketing decisions at a guest segment level. Marketing effectiveness analytics involves assessing the impact of marketing spend and developing insights to help inform marketing decisions at a program and channel level. Web Analytics is designed to maximize the customer experience identify opportunity and revenue generated from our site traffic. Clear dissemination of insights to marketing leadership across the organization and relationship management will be crucial as you will need to navigate the complexities of an interrelated marketing organization

Job Summary

The primary purpose of the Sr. Manager of Marketing Analytics position will be to lead a team of marketing analysts in establishing customer segmentation web analytics and standardized performance metrics that are grounded in driving company performance. Central to success in this role will be the ability to contextualize analytics in a manner that results in easily understood and actionable recommendations. Ideal candidates will have a broad understanding of analytics expertise in developing marketing metrics digital analysis experience customer segmentation knowledge and previous experience leading an analytical team.

Job Responsibilities

• Customer Creating customer segmentation and defining performance reports and scorecards are components of the role but it is also critical to include an interpretation of customer behavior and theories on customer motivation that drive strong recommendations on targeted marketing efforts. Leading development of predictive models based on guest data will also be a core component of this role.
• Marketing Campaigns Responsible for all aspects of marketing campaign analysis and clear dissemination of results/insights to marketing leadership across the organization. This includes analysis of recurring/informational communications targeted offers mass media spend analysis of testing and incrementality assessment.
• Web Analytics Provide analysis of site traffic online bookings and user behavior to identify areas of opportunity for improved customer experience and revenue generation
• Online Optimization Leverage multiple sources of data (product/sales/systems reports survey data other marketing data) to identify additional opportunities to improve revenue generation and customer experience online.
• Standardization Ensure processes tools and documentation are in place to support efficient and consistent analysis across the team. Standardize methodology for addressing common questions and ensure that consistent approaches be utilized across the company. Proactively develop new analytic approaches and partner with other analytical groups to develop tools that support marketing tactics at every level.
• Partnership Through our internal decision support team work with marketing leaders throughout the organization to provide analytic input to decisions and evaluation of marketing effectiveness. Ensure smooth adoption of Enterprise Analytics initiatives and to handle escalations as needed. Evaluate individual business needs and identify opportunities for engagement of analytic support.
• Prioritization Allocate resources and prioritize projects to balance the support of broad initiatives recurrent reporting and proactive analysis with the direct requests. Evaluate the potential impact of analysis and effectively manage timeline expectations.
• Team Development Provide mentoring and training to team members work on their development and ensure succession planning is in place within the organization. Direct leaders in a manner that guarantees the needs of all internal customers are being met.
• Data Analysis Analyze and organize the data available to the business. Inspect clean understand and transform data while keeping the big picture of the business model in mind and analyze with focus and purpose to transform quality data into an asset.
• Testing Support testing & validation of data enhancements and development from the technology organization. Proactively suggest customer segment reinvestment tests based on current trending
• Knowledge Base Maintain accessible knowledge base and archive of past analyses facilitating trended results of segmentation reinvestment and customer population shifts.

Job Requirements

• At least 5 years prior marketing analytics experience required with at least 3 years in a leadership capacity.
• 3 years experience with analytic tools/software such as SAS SPSS MS Access MS Excel Cognos
• 2 years experience leading development of predictive models based on guest data preferred
• 2 years leading test analysis of direct marketing efforts preferred
• 2 years experience with Adobe Omniture Tools preferred
• Extensive experience with customer and transactional data and teams focused on analyzing and interpreting customer data interpreting results and formulating recommendations for various functional areas of a marketing organization
• The ideal candidate will have a balanced skilled set including broad business knowledge data management/BI understanding and facilitation/communication.
• Strong organizational and project management skills are essential. Must be able to handle multiple projects simultaneously and coordinate across multiple functions within an organization.
• Hospitality or travel industry experience helpful but not required; broad marketing experience in a company driven by analytics.
• Demonstrated strength in written and verbal communication adjusting message to audience. Excellent interpersonal and relationship management skills with the ability to communicate effectively at all levels of the organization.
• Demonstrated success working with very large data sets developing tools for streamlined analysis and creating reports that succinctly summarize complex concepts
• Highly collaborative approach and open communication style
• High degree of proficiency MS Office Suite Outlook & Internet applications
• High level of comfort with technology
• Relational database skills/understanding critical
• Knowledge of brand personalities/brand & division locations
• Minimal travel to resort locations and also to partner/vendor locations
• Familiarity with online trends and travel sites is preferred
• Bachelors degree in related field (Business Technology Accounting Finance Economics Marketing or Mathematics) required

Have Fun. Serve Others. Do Right. Drive Value. Do Good. Be Safe. These are the values Vail Resorts employees embrace daily. As the premier mountain resort company in the world and a leader in luxury destinationbased travel at iconic locations we operate in three highly integrated and interdependent segments including mountain lodging and real estate. Vail Resorts employees are good at what they do and we welcome people who bring enthusiasm pride and commitment to creating an Experience of a Lifetime to our stakeholders.

Vail Resorts is an Equal Opportunity Employer. Qualified applicants will receive consideration for employment without regard to race color religion sex national origin disability or protected veteran status.