Director of Brand, Communications and Marketing Operations

Director, Brand, Communications and Marketing Operations

The heart of this role is our guest and the guest experience. The Director of Brand, Communications, and Marketing Operations at Crystal Mountain is responsible for developing creative ways to serve guests and express our brand digitally and on-site, while also providing strong project management to keep the team operating effectively.

As the Director of Marketing, this role is essential to the strategic brand management and marketing operations of Crystal Mountain Ski Resort. The position requires a creative, driven, and business savvy individual who can elevate our work to the next level of excellence. This position is responsible for developing and implementing annual marketing plans and activities that generate sales, increase brand value, achieve company OKRs, and drive consumer engagement.

The role is also responsible for developing budgets and evaluating KPIs and ROI. This role requires long-range organizational planning, as well as a creative and adaptable skill set that can respond quickly to changing business conditions and consumer needs as the winter snow arrives and the summer sun emerges.

This position manages four direct reports (Project and Communications Manager, Digital Marketing Manager, Creative Services & Content Specialist, and Contact Center Manager) and three to seven indirect reports, depending on the season. The team is responsible for product launches, budget tracking, digital marketing, communications, public relations, social media, data collection and analysis, brand performance reporting, and administrative duties related to brand marketing.

The role also collaborates closely with Revenue Management, the Director of Sales, Events and Partnerships, and department heads throughout the resort.

This role serves as the creative steward of the Crystal Mountain brand, ensuring that every guest touchpoint from advertising to on-mountain experiences delivers a compelling, emotionally resonant story about distinct mountain adventure that only Crystal Mountain can offer. The Director will guide the development and lead the implementation of compelling creative campaigns, immersive brand experiences and authentic storytelling that elevate Crystal Mountain's position as the premier Pacific Northwest mountain destination.

The primary function of this role is to help achieve Crystal Mountain Ski Resort's annual business goals through strategic planning, management of the consumer journey, expression of the authentic brand, and leadership of marketing, digital, and communication plans, as well as ensuring best in class guest service through the contact center for both winter and summer seasons.

This is a full-time, year-round on-mountain position with the ability to work from home two to three days per week depending on business needs.

• Develop and implement an annual marketing plan based on the resort strategy supported by a detailed budget; deliver seasonal and annual performance recaps, evaluate goal attainment, and recommend actions to enhance results.
• Monitor weekly business performance and guest satisfaction feedback, and use these insights to shape initiatives that support annual OKRs in both the short and long term.
• Adapt to changing business conditions and apply new tactics as needed to solve complex problems.
• Collaborate with cross-functional teams to create guest offerings aligned with the consumer journey and guest needs.
• Lead the creative vision for seasonal marketing campaigns, ensuring concepts reflect Crystal Mountain's brand voice, sense of place, and adventurous spirit.
• Lead development and implementation of promotion and paid advertising plans.
• Translate business goals into bold creative briefs that inspire compelling campaigns across digital, social, video, experiential, and on-mountain channels; perform post campaign analysis and optimize.
• Champion innovative formats including video storytelling, experiential marketing, interactive digital experiences, and user-generated content.
• Serve as the creative conduit across F&B outlets, retail, ski & ride school, and other teams; transforming their business needs into compelling content, digital and physical experiences.
• Maintain, follow, and enforce brand guidelines and standards for digital and on mountain guest experience.
• Oversee and collaborate with external agencies on initiatives including paid advertising, communications, organic social media, and the ambassador program when engaged

• Lead and inspire the team to deliver on responsibilities including Brand Management, Communications, Digital Engagement, Creative Services, Content Management, and the Contact Center.
• Coach, develop, and mentor direct reports daily and ensure indirect reports also receive appropriate coaching and development. Maintain accurate department RACI.
• Lead the development of photo and video storytelling that captures the authentic culture of the mountain community.
• Support consumer events…