Vail Resorts Marketing Analyst, Channel Effectiveness in Broomfield, Colorado

Reach Your Peak at Vail Resorts. You're someone who pushes boundaries and challenges the status quo. You're brave, ambitious and passionate in everything you do. And we want you on our team. Pursue your fullest potential and never settle in the quest to deliver extraordinary guest service. Join one of the world's most innovative companies and re-imagine a mountain resort experience with us. Welcome to Vail Resorts. Reach Your Peak.

Welcome to Vail Resorts. Reach Your Peak.

Job Summary:

The Marketing Analytics team is responsible for using a data driven approach to inform marketing decisions, monitoring business trends, measuring guest behaviors, ensuring the highest data quality and maximizing channel effectiveness across the organization. Channel Analytics assesses the impact of CRM, Media, Digital, AB Testing / Personalization, Social, Direct Mail, and AI marketing efforts to develop insights and inform marketing decisions across guest segments and line of business strategies. 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. Data Governance and Data Science is about ensuring data, models, tools and metrics are correct and common across the organization. Decision Support is providing interpretation and recommendation for internal customers as well as acting as a central point of contact.

The primary purpose of the Channel Effectiveness analyst position will be to support and monitor the effectiveness of CRM & Media marketing programs across future oriented efforts, provide recommendation for improvements and help with strategy to optimize overall performance. Your involvement in marketing includes: producing detailed ad-hoc analysis as required by the business leaders, ensuring recurring analysis processes are conducted correctly and in a timely manner, developing new analytical approaches for more effective analysis and identifying trends in the macro marketing data. You will be responsible for helping understand marketing effectiveness across primary CRM and Media channels: email, paid media, social, direct mail, SMS, and in-app push notifications and how behaviors differ by guest segment. You will coordinate with the IT team to identify opportunities for improved efficiency and to ensure reporting is created in the most standardized and automated manner possible.

Job Responsibilites:

  • 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, results of any test performed and incrementality.

  • [Reporting] Create and distribute recurring reports that evaluate channel effectiveness and leverage available standard tools. Partnership and assistance of omni-channel multi-touch attribution performance reporting with future recommendations for improvement.

  • [Interpretation] Partner with marketing analytics decision support team and line of business / channel stakeholders to provide interpretation/translation in order to make effective recommendations.

  • [Knowledge Base] Populate and maintain accessible knowledge base and archive of past analyses to facilitate trended results of offer performance, guidance/tools related to pro-forma assumptions and improved quality of future analysis. Leverage prior learnings to make recommendations on strategy to marketing leadership.

  • [Efficiency/Consistency] Develop approaches, templates and tools that ensure a consistent approach in all analysis whether ad-hoc or recurrent.

  • [Testing] Support analysis of strategic CRM, Media, and omni-channel campaign tests that measure guest responses and conversion against primary KPI’s. Cultivate and promote a test-and-learn environment within marketing and serve as the center of excellence for testing design and measurement best practices.

  • [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. Create new KPI’s to measure effectiveness of marketing campaigns across channels and guest segments.

  • [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. Analyze with focus and purpose to transform quality data into an asset.

  • [Ad-hoc] Support complex ad-hoc campaign analysis as required by leadership and the support team.

Job Requriments:

  • Bachelors degree in related field (Business, Technology, Accounting, Finance, Economics, Marketing, or Mathematics) required.

  • 1-3 years prior marketing analytics, digital analytics, or other campaign analytics experience.

  • Forward thinker with excellent teamwork, communication, analytical, organizational and problem solving skills.

  • Demonstrated success working with very large data sets, developing tools for streamlined analysis and creating reports that succinctly summarize complex concepts.

  • Strong written and verbal communication skills, adjusting message to audience.

  • Excellent interpersonal and relationship management skills, with the ability to communicate effectively at all levels of the organization.

  • Strong organizational and project management skills are essential. Must be able handle multiple projects simultaneously and coordinate across multiple functions within an organization.

  • Highly collaborative approach and open communication style.Experience with 1 or more data processing (SQL/Alteryx), programming (R/Python), data visualization (Tableau) and online data analysis (Adobe Analytics/Google Analytics) software preferred

  • Knowledge of basic Media / CRM metrics, DSP (Demand Side Platform) and DMP (Data Management Platform) to extract campaign analytics data experience preferred but not required

We offer a variety of career opportunities at our world-class resorts and corporate headquarters near Boulder, Colorado in fields like Finance & Accounting, Human Resources, Information Technology, Legal, Public Affairs & Sustainability, Marketing, Sales & Communications and more. Our corporate team shares both a passion for the outdoors and a drive to re-imagine the mountain resort experience around the world. Learn more at www.vailresortscareers.com

Vail Resorts is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability, protected veteran status or any other status protected by applicable law.

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