Marketing Specialist – Content and Insights

WORK AND PLAY IN THE MOUNTAINSJoin our team of big mountain adventurers at the largest ski resort in Washington! Here at Crystal, it’s more than our work. It’s our passion for the guest experience, the outdoors, and the community that bring us together at the end of the tree-lined road. We come from near and far to be up on the mountain because it’s an experience you just don’t get anywhere else. Events are always on the calendar and friends are always down to play. Work in the beautiful National Forest, neighboring Mt. Rainier, as a premier Ikon Pass destination with a whole lot of stoke to share.

JUST LIKE THE TREES, WE ARE GROWING! Apply today to grow your mountain roots with us— whether you are looking to escape the city, expand your skills, or progress in the ski industry, we have a variety of roles for hard-working and enthusiastic team-players. Find your line, join our team!

BIG PEAKS, BIGGER PERKS

Employee perks:

• Free Alterra season pass (unlimited, direct to lift at all Alterra resorts)

• + Free Alterra season pass for spouse and dependents 25 & under

• 50% off window ticket price at IKON partner resorts

• Free access to Alterra Mountain destinations during time off

• Free ski-referral letters for employees to use at other mountain resorts during time off

• Free friends & family day-ski vouchers (Periodic allotment)

• Discounts on Ski & Snowboard Lessons

• Discounts on Ski & Snowboard Rentals

• Discounts on Gear Tune-Ups

• Discounts on Food & Beverage

• Discounts at Crystal Mountain Retail shops

• Free Crystal branded swag

• Pro deals on gear with 100s of brands

• Discount Marketplace

• Deals on accessories, auto, electronics, entertainment, fitness, food, home, pet supplies, travel, and more

• Employee-only Night Skiing events

• Employee Housing Available for eligible positions

• Accrued paid time off for eligible positions

• Group health insurance for eligible positions

• 401K benefit and generous match with immediate vesting for all staff members over 18

• Opportunities for growth, advancement, and year-round employment

POSITION TITLE: Marketing Specialist – Content and Insights

BUSINESS UNIT: Marketing 

POSITION REPORTS TO: Director of Marketing

POSITIONS REPORTING TO THIS ROLE: N/A

LOCATION: Crystal Mountain, Enumclaw, Washington.  Hybrid work up to 2 days per week remote possible. 

STATUS: Flex Full-Time| 32 hours/week | Benefits Eligible

WAGE: $26-$32.00/hour + benefits

RESORT OVERVIEW, CULTURE AND VISION 

Crystal Mountain is the Pacific Northwest’s premier destination for skiers, snowboarders, and summer adventurers.  We are part of Alterra Mountain Company which consists of some of the world’s most aspirational brands.  

A career with Crystal Mountain is more than what you do today; it’s being part of creating a community rooted in the spirit of the mountains, united by a passion for adventure, and celebrating the legendary adventures and enduring memories that mountains bring to everyone.

Crystal Mountain delivers best in class service and adventures worthy of our extraordinary terrain and beauty.   

We are here to shape the future of mountain adventure.

We Embrace Empowerment

We Honor AuthenticityWe Cultivate Collaboration

We Prioritize Purpose

JOB SUMMARY:

Crystal Mountain is looking for a highly organized, analytically curious marketer who can help us better understand what our guests want, what our marketing is telling them, and what's actually working.

As the Marketing Specialist – Content & Insights, you'll serve as the operational hub for Crystal's content engine and help lead the Marketing team's approach to analytics, reporting, customer research, audiences, and insights.

You'll connect information that often lives in different places—content calendars, campaign results, website behavior, email performance, social engagement, guest feedback, customer research, and resort priorities—and turn it into something the Marketing team can use.

You'll work closely with Communications, Creative, Digital, Sales, agencies, and departments throughout Crystal to ensure the team has the content, information, audiences, and insights needed to make better marketing decisions.

The ideal candidate is naturally curious, highly organized, comfortable with data, and always asking the next question:

What happened? Why? What does it tell us about our guests? And what should we do next?

ESSENTIAL DUTIES

ANALYTICS & MARKETING PERFORMANCE

Build a consistent picture of Marketing performance.

• Develop and maintain recurring Marketing dashboards and reports. 

• Aggregate data across website, CRM/email, social, paid media, PR, campaigns, products, guest feedback, and other available channels. 

• Develop weekly, monthly, seasonal, campaign, and annual performance reporting. 

• Track performance against Marketing KPIs, annual plans, and company objectives. 

• Establish useful benchmarks and year-over-year comparisons. 

• Identify significant trends, anomalies, opportunities, and areas requiring deeper analysis. 

• Partner with channel owners and agency partners to ensure reporting is accurate and consistent. 

• Support campaign and product postmortems with quantitative and qualitative findings. 

• Connect Marketing performance with guest engagement, conversion, visitation, and revenue where data allows. 

• Present findings in clear, concise formats that Marketing leadership and cross-functional teams can quickly understand.

CONTENT MANAGEMENT & CONTENT ENGINE

Execute the operational engine that connects Crystal's stories, business priorities, and marketing channels.

• Maintain Crystal's integrated Marketing content calendar. 

• Gather upcoming content needs and opportunities from departments throughout the resort. 

• Coordinate content requirements across campaigns, product launches, events, email, website, social, paid media, PR, and other channels. 

• Partner with the Marketing Communications Specialist to translate content needs into storytelling opportunities. 

• Partner with Creative Services + Brand to translate content needs into creative deliverables. 

• Identify gaps in available photography, video, copy, product information, and other content. 

• Maintain an organized and searchable content and asset library. 

• Track content needs, status, owners, deadlines, and distribution. 

• Help maximize existing content by identifying opportunities for reuse across channels and campaigns. 

• Support development of content briefs based on business objectives, audiences, channel requirements, and previous performance. 

• Help ensure guest-facing content remains accurate and current across key Marketing channels. 

• Support Marketing Specialist with Snow and Mountain Reporting

INSIGHTS & RECOMMENDATIONS

Don't just report the numbers. Help determine what they mean.

• Translate performance data into clear insights and recommendations. 

• Identify what's working, what's not, and where Marketing should test or adjust. 

• Surface patterns across channels rather than evaluating each channel in isolation. 

• Identify high-performing content themes, creative, audiences, messages, offers, and experiences. 

• Partner with Communications, Creative, and Digital to apply learnings to future work. 

• Create concise insight summaries for Marketing leadership and appropriate resort stakeholders. 

• Maintain a record of campaign and seasonal learnings to build institutional knowledge year over year. 

The standard for reporting should be:

What happened Why it matters What we learned What we do next.

CUSTOMER RESEARCH

Help Crystal continuously learn from its guests.

• Coordinate ongoing consumer and guest research. 

• Analyze surveys, NPS, Medallia, Call Center feedback, digital behavior, CRM engagement, social insights, and other available customer signals. 

• Support guest surveys, focus groups, intercept research, and other qualitative and quantitative research initiatives. 

• Develop research briefs around key business and Marketing questions. 

• Identify recurring guest needs, pain points, behaviors, and opportunities. 

• Partner with resort departments to gather relevant guest insights. 

• Consolidate findings from multiple research sources into actionable recommendations. 

• Maintain a research library and historical benchmarks. 

AUDIENCES & SEGMENTATION

Help Crystal understand who we're talking to before we decide what to say.

• Develop and maintain Crystal's priority audience framework. 

• Help define audience segments based on customer behavior, demographics, interests, visitation, lifecycle, product usage, and available first-party data. 

• Partner with Digital/CRM resources on technical audience development and activation. 

• Develop audience briefs for major campaigns, products, events, and initiatives. 

• Identify opportunities for greater personalization and relevance across the guest journey. 

• Analyze performance by audience where data is available. 

• Help connect audience insights to messaging, creative, content, offers, products, and channel strategy. 

• Support CRM and lifecycle initiatives with customer insights and audience recommendations. 

MARKET & COMPETITIVE RESEARCH

Keep Crystal connected to what's happening beyond the mountain.

• Conduct ongoing competitive research across mountain resorts and destinations. 

• Monitor relevant outdoor, travel, hospitality, entertainment, and experience-economy brands. 

• Track changes in consumer behavior, travel patterns, cultural trends, and emerging marketing practices. 

• Monitor competitor products, promotions, pricing communication, campaigns, content, and guest experiences. 

• Identify meaningful competitive points of difference and whitespace opportunities for Crystal. 

• Share relevant trends and findings with Marketing leadership and appropriate teams. 

• CAMPAIGN & MARKETING SUPPORT

Connect insights to execution.

• Support campaign and product planning with historical performance, research, audience insights, and competitive context. 

• Develop audience and insight sections of campaign briefs. 

• Support email/newsletter planning with content and audience recommendations. 

• Support website optimization by identifying content gaps and performance opportunities. 

• Help maintain accurate guest-facing product information. 

• Participate in campaign kickoff, launch, testing, and postmortem processes. 

• Support annual Marketing planning by consolidating prior-year analytics, results, research, and learnings. 

WHAT SUCCESS LOOKS LIKE

Success means the Marketing team increasingly makes decisions based on what we know rather than what we assume.

Crystal has a reliable content pipeline. Leadership can quickly understand Marketing performance. Campaign teams know who they're trying to reach. Guest feedback is routinely incorporated into decisions. Strong content gets identified and amplified. Campaign learnings aren't forgotten when the season ends.

Most importantly, data becomes useful.

The Marketing Specialist helps the team answer:

Who is our guest? What do they care about? What are they doing? What's working? What are we learning? What should we do next?

QUALIFICATIONS, KNOWLEDGE, SKILLS & ABILITIES

• Bachelor's degree in Marketing, Business, Analytics, Communications, Consumer Research, or related field preferred. 

• 2+ years of experience in marketing, analytics, research, content operations, hospitality, tourism, or related field. 

• Strong analytical skills and comfort working with multiple data sources. 

• Strong Excel skills and experience with marketing analytics/reporting platforms preferred. 

• Experience with website, CRM/email, social, paid-media, or customer-experience analytics preferred. 

• Ability to translate complex data into clear insights and recommendations. 

• Strong organizational and project-management skills. 

• Experience with customer research, surveys, segmentation, or audience development preferred.

• Strong written and verbal communication skills. 

• Excellent attention to detail and commitment to data accuracy. 

• Natural curiosity about consumer behavior and what drives decision-making. 

• Ability to see connections across channels, audiences, campaigns, and guest experiences. 

• Ability to manage multiple projects and priorities simultaneously. 

• Experience in ski, outdoor recreation, travel, tourism, hospitality, or the experience economy preferred. 

• Demonstrated growth mindset and willingness to test, learn, and continually improve.