Director of Social Media & Influencer Marketing

Company Description

ABOUT ASPEN ONE 

Aspen One is the parent company of Aspen Skiing Company, Aspen Hospitality, and Aspen Ventures. Aspen One enables the expansion of the Aspen brand and ethos globally by developing enhanced strategies and services to support growth and accelerate investment across ski, hospitality, retail, experiences, and clubs. Aspen One leverages its influence across all its business units to advance climate action, community engagement, and racial justice. For more information on Aspen One, visit www.aspen.com. 

Job Description

Position Summary

The Director of Social Media and Influencer Marketing is responsible for developing Aspen One’s social media strategy, leading channel governance and storytelling around the incredible experiences that only Aspen One’s brands can deliver. The role sets the strategy behind our brands’ first and most frequent points of contact with the world. Additionally, the role will lead influencer marketing initiatives tied to business objectives, integrating influencer marketing tactics into social strategy and execution, to amplify the variety of one-of-a-kind experiences our brands offer. This role reports to the VP of Corporate and Brand Communications.

The budgeted salary range for this position is $103,508 - 135,000. 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 April 27, 2025.

Essential Job Functions/Key Job Responsibilities

• Create a roadmap for Influencer Marketing and Organic Social growth to support the growth and brand initiatives across all Aspen One brands
• Continually stay ahead of the curve on best practices, platform updates and changes, algorithms, comp sets, and what’s trending, in a timely manner and on-brand within individual channels and the industry
• Create analytic measurement framework and Key Performance Indicators, deliver consistent reporting, course correct and initiate new ideas that are measurable and innovative
• Create clear strategic and tactical guidelines for team members to follow that outline social platforms purpose, what we do and what we don’t, creative, look and feel and copy/messaging with assistance of creative and communication teams
• Manage all logins and contracts related to Social and Influencer Marketing

Social:

• Develop and implement strategic plan across all Aspen One owned organic social channels; ensure tie back to brand creative, business goals, products and go to market calendar
• Define purpose, audience and goals for existing and new social channels, to develop end-to-end social media content strategies and calendars
• Execution of Social Media across Aspen One according to brand creative guidelines and social strategy, including management of external agencies for Social Media support
• Monitor, organize and regularly report on data and insights (gathered from social tools), to discover unique insights and opportunities to continuously improve social strategy

Influencer:

• Develop strategic plans for social content across both contracted and reactive influencer marketing opportunities
• Lead execution of Influencer marketing across organic social team cohesively, connecting the dots across all business units, ensuring maximum impact, driving the business forward, aligning to marketing strategies to grow reach, awareness, affinity, and engagement and expanding into international marketplaces to create brand excitement and future guests
• Create measurable framework around Influencer Key Performance Indicators and reporting structure on performance
• Oversee influencer partnerships (from identification and outreach to negotiation), campaign execution, and performance tracking
• Lead and collaborate with any contracted agencies to build cohesive strategies and ensure integration with the business
• Other duties as assigned

Qualifications

Education and Experience Requirements

• Bachelor’s degree in marketing, social media, communications or related field
• 10+ years of experience in the field of marketing, communications, and social media required, with expert knowledge across key social channels and platforms
• Hospitality, outdoor industry and/or ski resort experience highly preferred

Knowledge, Skills & Abilities

• Knowledge of Adobe Creative Suite, photo and video production
• Project management experience and ability to function in a highly matrixed environment
• Proficient knowledge in developing and executing business strategies that align with the company’s long-ter