Director Of Guest Retention

Vail Resorts Broomfield , CO 80021

Posted 3 months ago

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.


The Director, Guest Retention is a data-driven, guest-centric marketer with a passion for driving results and building high-performing teams. S/he will be responsible for determining strategies to increase guest return rate and generate loyalty that translates into increased customer lifetime value. This role will be responsible for defining business objectives, strategy, and guest segmentation; leading a cross-functional team to execute an integrated go-to-market plan and manage stakeholders across multiple lines of business. This role requires strong analytical capabilities as well as the business acumen to translate data into action. This role requires strong leadership skills, and a highly developed set of marketing and general management skills that can translate into successful growth in revenue. This role will partner with the Directors of both Acquisition and Reactivation to ensure our guests remain high quality after activation, supporting the long-term health of our Retention and Loyalty programs The Director, Guest Retention is intended for high potential individuals interested in driving business results through data-driven marketing strategies.

Job Responsibilities:

Business Ownership:

  • Own and drive lift access revenue and guest repeat rate through the clearly defined business objectives, strategies, and KPIs to monitor results and performance

  • Define objectives and strategies to drive loyalty, translating to increased customer lifetime value across all guests

  • Bring the external world in, leverage best practices and innovation to drive transformation in business results

  • Leverage data to influence and align the Marketing, Sales, and Communication - Executives down to program managers/executors -on guest retention and loyalty objectives

  • Leverage data to draw clear narratives on performance and communicate business performance based on complex data sets

  • Clearly articulate and communicate business objectives and strategies to set expectations for stakeholders across the organization, including executive level audiences

Marketing Strategy

  • Lead the development of integrated guest centric retention campaigns to drive results through media, social, email, SMS, push digital, and other channels

  • Work closely with analytics and insights teams to understand drivers of guest retention and motivators to define segmentation and personalization strategies based on quantitative and qualitative data

  • Develop, optimize and evolve lifecycle marketing strategies using all channels to increase guest retention & loyalty

  • Demonstrated experience managing cross-functional projects and priorities


  • Strong learning agility. Enjoys and excels in environments where he/she must tackle and solve new and increasingly complex strategic business challenges and issuesincorporating the newest ideas, technologies, and approaches to business.

  • A brave, ambitious, and passionate leader who is comfortable in his/her own skin while also demonstrating a high level of emotional intelligence and self-awareness.

  • Demonstrated experience in building, mentoring, and managing a high-performing team, with focused approach towards professional development and succession planning to develop high performing team.

  • Provide clear and candid feedback around individual strengths and opportunities through focused coaching

  • Develop and support talent strategies and succession planning to align with cross-functional needs


  • Bachelors degree. Degree in business or related field preferred; MBA or other advanced business learning or coursework preferred

Work Experience:

  • 10+ years of relevant work experience including proven ability to successfully lead and oversee critical projects and multi-faceted efforts.

  • Experience with analyzing information and data to make decisions

  • Experience in being a self-starter and self-motivated efforts without the need for daily direction

  • Experience supporting and working with C-level executives in a business environment

  • Proven track record for problem solving, showcasing success using different skill sets

Other Requirements:

  • Applies systems thinking to generate new thoughts and opportunities; has ability to build on strategic and innovative thoughts/ideas

  • Continuously adapts to changes and effectively navigates through ambiguity; decides and acts without having the picture totally defined; appropriately changes ones strategy in response to new information

  • Drives for results makes things happen and conveys a sense of urgency

  • Demonstrates project/program management and analytical skills with the ability to identify and understand complex problems, make decisions, create plans and solutions, and take action

  • Effectively manages stakeholders and possesses a working knowledge of change management

  • Possesses strong interpersonal and relationship building skills with adaptability to work with people from various cultures and areas of the business; builds and maintains highly effective working relationships; has a comprehensive and well-developed network

  • Plans leadership/strategic meetings to achieve desired business outcomes

  • Works effectively at the Executive level and with leadership teams across the organization

  • Demonstrates strong business and financial acumen

  • Leverages strong financial analysis skills and the ability to simplify and present complex information and ideas

  • Prepares executive-level presentations (e.g., content development, speaking pts, scripts, etc.)

  • Learns quickly and invests the effort and energy to learn and grow..

  • Oriented to quality and attention to detail

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

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.


Requisition ID 169692

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Director Of Guest Retention

Vail Resorts