- Job Title: Vice President of Marketing
- Company: Aspen Skiing Company
- Location: Aspen, Colorado, United States
- Job Type: Full-time
- Category: Marketing
- Date Posted: May 12, 2025
- Experience Level: 15+ years
- Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing comprehensive marketing strategies to drive brand growth, guest engagement, and business performance
- Collaborating cross-functionally with PR, Events, Partnerships, Social, Digital Marketing, and Data teams to ensure alignment and impact across all marketing efforts
- Identifying growth opportunities, including increasing incremental spend and share of wallet
- Targeting core skiers, snowboarders, adventure travelers, summer travelers, and luxury experience seekers
- Working closely with the Aspen One digital team to translate guest insights, market trends, and business analytics into actionable marketing strategies
- Creating and partnering in the execution of major brand moments and strategic brand collaborations
ASSUMPTION: This role requires a strategic thinker and visionary leader with exceptional communication skills, a deep understanding of skiing and snowboarding culture, and the ability to balance brand storytelling with data-driven performance marketing.
📋 Key Responsibilities
- Develop and execute a comprehensive marketing strategy that drives brand growth, guest engagement, and business performance
- Align marketing initiatives with revenue-driving objectives, including international and domestic sales, lift ticket and pass sales, ski school participation, retail and rental performance, F&B engagement, summer expansion programs, and lodging partnerships
- Lead an integrated marketing calendar, ensuring marketing efforts are synchronized across PR, social, digital, partnerships, and events to maximize impact
- Identify key growth opportunities, including increasing incremental spend and share of wallet
- Develop targeted strategies to reach core skiers, snowboarders, adventure travelers, summer travelers, and luxury experience seekers
- Work in close partnership with the Aspen One digital team to translate guest insights, market trends, and business analytics into actionable marketing strategies
- Partner with the creative team to shape brand messaging, creative direction, and guest engagement strategies that balance performance-driven sport with the unique cultural experiences that make Aspen a global destination
- Serve as a cultural connector, ensuring Aspen Skiing Company remains at the forefront of the evolving ski and snowboard landscape, engaging with community members, thought leaders, innovators, and strategic partners to enhance the brand's influence
- Create and partner in the execution of major brand moments, working closely with PR, Events, and Partnerships teams to deliver high-profile activations that amplify Aspen's presence on the global stage
- Develop strategic brand collaborations that enhance Aspen's market position, working with premium partners, elite athletes, and industry leaders to reinforce the brand's credibility and reach
- Work closely with Performance Marketing and Digital teams to optimize paid media strategies, balancing brand-building efforts with measurable ROI
- Navigate a complex organizational structure, setting priorities, streamlining processes, and ensuring seamless communication across teams
- Oversee loyalty-building strategies, ensuring repeat visitation and strong brand affinity among Aspen's core audience segments
- Present performance insights to senior leadership, making data-backed recommendations for future marketing initiatives
- Other duties as assigned
ASSUMPTION: This role requires strong analytical and project management skills, as well as the ability to manage multiple priorities and projects simultaneously without sacrificing quality.
🎯 Required Qualifications
- Education:
- Bachelor's degree in Marketing or a related field
- Experience:
- 15+ years of marketing leadership experience in skiing, snowboarding, outdoor sports, destination marketing, luxury hospitality, or lifestyle brands
- Required Skills:
- A deep understanding of skiing and snowboarding culture, industry dynamics, and evolving guest expectations
- Proven ability to balance brand storytelling with data-driven performance marketing
- Strong relationships with top industry partners, elite athletes, and thought leaders in the ski and snowboard space
- Strong analytical and project management skills
- Excellent communication skills (written and verbal)
- Ability to manage multiple priorities and projects simultaneously without sacrificing quality
- Ability to work effectively with different departments to achieve business objectives
- Ability to set and communicate a bold, forward-thinking vision for the company
- Ability to influence both internal and external stakeholders to align with the company's strategic direction
- Ability to make critical decisions quickly and effectively, even under pressure or uncertainty
- Preferred Skills:
- Experience with marketing automation tools and CRM systems
- Familiarity with data analysis and visualization tools
- Knowledge of the Aspen area and its unique culture
ASSUMPTION: Candidates with experience in the ski industry or a related field will have a strong advantage in this role.
💰 Compensation & Benefits
- Salary Range: $165,000 - $200,000 per year (budgeted range, actual pay may vary based on budget and experience)
- Benefits:
- Health, Dental, and Vision Insurance Programs
- Flexible Spending Account Programs
- Life Insurance Programs
- Paid Time Off Programs
- Paid Leave Programs
- 401(k) Savings Plan
- Employee Ski Pass and Dependent Ski Passes
- Other company perks
Working Hours: Full-time, typically Monday-Friday, with occasional evenings and weekends as needed
ASSUMPTION: The salary range provided is based on the budgeted range listed in the job description. Actual pay may vary based on budget and experience.
📌 Applicant Insights
🔍 Company Context
- Industry: Hospitality and Tourism
- Company Size: 11-50 employees (Aspen Hospitality, a division of Aspen One)
- Founded: 2020 (Aspen Hospitality), 1946 (Aspen Skiing Company)
- Company Description: Aspen Hospitality, a division of Aspen One, owns and operates a portfolio of hotels and residences, including The Little Nell, Limelight Hotels, and ASPENX Mountain Club. Aspen One is the parent company of Aspen Skiing Company, Aspen Hospitality, and ASPENX, leveraging its influence across all business units to advance climate action, community engagement, and racial justice.
- Company Specialties: Luxury hospitality, ski-in/ski-out hotels, mountain clubs, and residences
📊 Role Analysis
- Career Level: Executive (VP) level
- Reporting Structure: Reports directly to the Chief Marketing Officer
- Work Arrangement: On-site, full-time position with occasional remote work possible
- Growth Opportunities:
- Potential to shape the marketing strategy and direction of the company
- Opportunities to collaborate with industry leaders and influencers
- Possibility to expand the role's scope based on performance and company growth
ASSUMPTION: This role offers significant growth potential for the right candidate, as Aspen Hospitality continues to expand its portfolio and influence in the luxury hospitality and ski industries.
🌍 Location & Work Environment
- Office Type: Upscale, professional office environment
- Office Location(s): Aspen, Colorado, United States
- Geographic Context:
- Aspen is a world-renowned ski resort town located in the Rocky Mountains of Colorado
- Known for its four ski areas: Aspen Mountain, Aspen Highlands, Buttermilk, and Snowmass
- Offers a mix of outdoor recreation, cultural events, and luxury amenities
- Work Schedule: Full-time, typically Monday-Friday, with occasional evenings and weekends as needed
ASSUMPTION: Aspen's unique combination of outdoor recreation, cultural events, and luxury amenities makes it an attractive location for marketing professionals seeking a balance between work and lifestyle.
💼 Interview & Application Insights
- Typical Process:
1. Online application submission
2. Phone or video screen with the HR department
3. In-depth interview with the hiring manager and/or marketing team members
4. Final interview with the Chief Marketing Officer
- Key Assessment Areas:
1. Marketing strategy and vision
2. Industry knowledge and experience
3. Communication and presentation skills
4. Cultural fit and alignment with Aspen's brand values
- Application Tips:
1. Tailor your resume and cover letter to highlight relevant marketing experience and achievements
2. Showcase your understanding of Aspen's unique brand and marketing opportunities in your application materials
3. Prepare for behavioral interview questions that focus on your marketing strategy, leadership, and problem-solving skills
ASSUMPTION: Aspen Skiing Company values candidates who demonstrate a strong understanding of the ski industry, marketing trends, and the unique opportunities presented by the Aspen brand.
🛠️ Tools & Technologies
- Marketing automation tools (e.g., HubSpot, Marketo)
- CRM systems (e.g., Salesforce, Zoho CRM)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello)
- Microsoft Office Suite (Word, Excel, PowerPoint)
ASSUMPTION: Familiarity with industry-standard marketing tools and technologies is expected for this role.
👔 Cultural Fit Considerations
- Company Values:
1. Passion for the mountains and outdoor recreation
2. Commitment to sustainability and environmental stewardship
3. Dedication to exceptional guest experiences and employee engagement
- Work Style:
1. Collaborative and cross-functional team environment
2. Fast-paced and dynamic, with a focus on innovation and continuous improvement
3. Results-driven, with a strong emphasis on performance and accountability
- Self-Assessment Questions:
1. How do you balance brand storytelling with data-driven performance marketing?
2. How do you approach working with diverse teams and stakeholders to achieve business objectives?
3. How do you stay up-to-date with industry trends and best practices in marketing?
ASSUMPTION: Candidates who align with Aspen's brand values and work style will be most successful in this role.
⚠️ Potential Challenges
- Balancing the needs and expectations of various internal and external stakeholders
- Navigating a complex organizational structure and streamlining processes
- Managing multiple priorities and projects simultaneously without sacrificing quality
- Adapting to a dynamic and fast-paced work environment
- Maintaining a strong work-life balance in a resort town setting
ASSUMPTION: These challenges can be overcome by a strategic thinker and visionary leader with strong communication, project management, and stakeholder engagement skills.
📈 Similar Roles Comparison
- How this role differs from related positions:
- Focus on the luxury hospitality and ski industries
- Opportunity to shape the marketing strategy and direction of a growing portfolio of hotels and residences
- Collaboration with industry leaders and influencers to enhance Aspen's global reputation
- Industry-specific context:
- The ski industry is cyclical and dependent on weather conditions, requiring marketing strategies that account for seasonality and demand fluctuations
- The luxury hospitality industry is competitive and fast-paced, with a strong emphasis on exceptional guest experiences and personalized service
- Career path comparison:
- This role offers significant growth potential for the right candidate, with opportunities to advance within the marketing department or expand into other areas of the business
ASSUMPTION: This role presents unique opportunities and challenges compared to similar marketing positions in other industries or company sizes.
📝 Sample Projects
- Developing and executing a targeted marketing campaign to increase lift ticket and pass sales among core skiers and snowboarders
- Collaborating with the creative team to refresh Aspen's brand identity and visual language, ensuring alignment with the company's unique culture and values
- Partnering with elite athletes and industry leaders to create strategic brand collaborations that enhance Aspen's market position and reach
ASSUMPTION: These sample projects illustrate the strategic and creative nature of the VP of Marketing role at Aspen Skiing Company.
❓ Key Questions to Ask During Interview
- How does the company support the growth and development of its marketing team members?
- What are the key priorities for the marketing department in the first 90 days?
- How does the company approach cross-functional collaboration and stakeholder engagement?
- What are the most significant challenges facing the marketing department, and how can this role address them?
- How does the company measure the success of its marketing initiatives, and what key performance indicators (KPIs) are most important?
ASSUMPTION: These questions will help you better understand the role's responsibilities, priorities, and the company's approach to marketing and team development.
📌 Next Steps for Applicants
- To apply for this position:
1. Submit your application through [this link](https://jobs.smartrecruiters.com/AspenSkiingCompany/744000058899126-vp-of-marketing)
2. Tailor your resume and cover letter to highlight relevant marketing experience and achievements
3. Prepare for behavioral interview questions that focus on your marketing strategy, leadership, and problem-solving skills
4. Research Aspen's unique brand and marketing opportunities to demonstrate your understanding of the role and company
5. Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications
⚠️ Disclaimer: This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
