VP of Marketing

Company Description

ABOUT ASPEN SKIING COMPANY 

With roots dating back to 1946 and a division of Aspen One, Aspen Skiing Company owns and operates four mountains—Snowmass, Aspen Mountain, Aspen Highlands, and Buttermilk—creating premium, sustainable, and transformative experiences in recreation, culture, and nature. In addition, the company runs the award-winning Aspen Snowmass Ski & Snowboard School, Four Mountain Sports rental and retail shops, and a collection of sustainably sourced on-mountain food and beverage outlets. Aspen Snowmass encompasses 5,680 acres of skiable terrain across four mountains, more than 40 ski lifts and more than 410 trails. Aspen One is the parent company of Aspen Skiing Company, Aspen Hospitality and Aspen Ventures and leverages its influence across all of its business units to advance climate action, community engagement and racial justice. For more information, visit www.aspensnowmass.com or follow @aspensnowmass on Twitter, Instagram or Facebook.  

Job Description

Summary  

The Vice President of Marketing is a strategic leader responsible for driving brand growth and business success through an integrated approach to marketing, guest engagement, and cultural storytelling. This role will oversee the development and execution of marketing strategies that elevate Aspen’s global reputation while directly supporting business initiatives, guest acquisition and retention, revenue generation, incremental revenue growth, and long-term brand equity. The VP of Marketing must be an expert at cross-functional collaboration, working closely with PR, Events, Partnerships, Social, Digital Marketing, and Data teams within Aspen One to ensure alignment and impact across all marketing efforts. This position reports to the Chief Marketing Officer.  

The budgeted salary range for this position is $165,000 - $200,000. Actual pay will be dependent on budget and experience; all our salaried roles are eligible for bonus. 

Applications for this position will be accepted until May 25, 2025.

Essential Job Functions

• 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 our Aspen One digital team to translate guest insights, market trends, and business analytics into actionable marketing strategies
• Partner with 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

Qualifications

Education and Experience Requirements 

• Bachelor’s degree in Marketing or related field 
• 15+ years of marketing leadership experience in skiing, snowboarding, outdoor sports, destination marketing, luxury hospitality, or