Job Summary:
The Director of Marketing Performance Analytics is responsible for leading the enterprise analytics capabilities that drive measurable improvements in marketing performance across Vail Resorts' guest journey. This leader serves as a strategic partner to Marketing, Go-to-Market, Digital Experience, CRM, Paid Media, Organic, Ecommerce, and Executive Leadership, helping the organization make smarter, faster, and more impactful marketing decisions.
The team is responsible for four core capabilities:
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Marketing Reporting & Measurement
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Marketing Insights & Performance Analytics
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Advanced Analytics & Measurement Science
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Enterprise Experimentation
This role combines strategic leadership with technical credibility—building a high-performing analytics organization while partnering across the business to identify opportunities, influence investment decisions, and accelerate growth. Success in this role requires equal strength in business strategy, marketing performance, organizational leadership, and analytical thinking.
Job Responsibilities:
This is not a traditional reporting or business intelligence leadership role. Success will be measured by the organization's ability to improve marketing performance, accelerate learning through experimentation, and influence enterprise growth decisions.
1. Lead the Marketing Performance Analytics organization: Build, develop and inspire a high-performing team responsible for enterprise reporting, marketing insights, experimentation, and advanced analytics while fostering a culture of curiosity, accountability, continuous learning, and business impact.
2. Serve as the strategic analytics partner to Marketing leadership: Partner closely with leaders across Paid Media, CRM, Comms,Ecommerce, Digital Experience, Mobile App, and broader Go-to-Market teams to shape strategy, identify growth opportunities, prioritize analytical work, and influence key business decisions.
3. Elevate marketing insights beyond reporting: Guide the team in transforming data into actionable business recommendations by combining analytical rigor with deep understanding of marketing strategy, customer behavior, and commercial objectives. Lead both recurringperformance reviews and high-impact ad hoc analyses that inform executive decision making.
4. Own the enterprise marketing measurement ecosystem: Ensure scalable, trusted, and actionable reporting across all marketing channels by partnering closely with Data Engineering, Marketing Technology, and business stakeholders to continuously improve measurement capabilities, data quality, KPI governance, and reporting infrastructure.
5. Lead enterprise experimentation: Own the vision, governance, and execution of Vail Resorts' marketing experimentation capability.Develop a long-term learning agenda that enables systematic testing across marketing channels and digital experiences while establishing best practices in hypothesis development, test design, statistical rigor, and knowledge sharing.
6. Advance analytical capabilities: Lead the application of advanced analytical methodologies—including Marketing Mix Modeling, incrementality measurement, attribution, forecasting, and predictive analytics—to improve marketing investment decisions and maximize business performance.
7. Shape the future operating model: Continuously evolve the Marketing Performance Analytics organization by improving workflows,delivery models, operating processes, talent strategy, and cross-functional collaboration to increase scalability, consistency, and organizational effectiveness.
8. Influence executive decision making: Translate complex analytical findings into clear, compelling business recommendations for senior leaders and executives, enabling confident, data-informed decisions across marketing investment, guest engagement, and growth strategy.
9. Build strong cross-functional partnerships: Develop trusted relationships across Marketing, Technology, Data Engineering, Product, Finance, and Commercial teams to ensure analytical priorities remain aligned with enterprise objectives and business needs.
10. Champion innovation in marketing analytics: Stay current on emerging trends, technologies, AI-enabled analytics, measurementmethodologies, and industry best practices, continuously identifying opportunities to modernize capabilities and improve marketing performance.
