Senior Digital Marketing Analyst, Channel Analytics

The Analytics & Insights (A&I) team's purpose is to empower data-driven decision making and strategic innovation for the Vail Resorts Enterprise. We have a shared passion for problem-solving, innovation, tackling complex enterprise challenges, and positively impacting business results. We approach problem-solving from perspectives that are data-driven as well as grounded in business intuition.The A&I team fosters an environment that's inclusive and diverse, supporting all team members to be themselves. We value everyone's ideas and perspectives and believe that our team's diversity is critical to our ability to deliver exceptional work products and experiences.Position PurposeVail Resorts is hiring a Senior Digital Marketing Analyst, Channel Analytics. The goal of the Senior Digital Marketing Analyst is to enable and empower stakeholders to understand data effectively and use that data to impact meaningful business outcomes and optimizations for our Go-To-Market strategy and to our website/app.Job SpecificationsOutlet: CorporateThe budgeted range starts at $74,100 - $96,465 + annual bonus. Actual pay will be adjusted based on experienceShift & Schedule Availability: Full Time, Year RoundWeekend work may be expected occasionally, during peak sales weekendsOther Specifics: Hybrid - RemoteHybrid: If you live within 50 miles of the Broomfield Office, you will be required to go into the office Tuesday to Thursday starting in September 2024Remote: If you live 50+ miles from our Broomfield Office, you'll be classified as a Remote employeeJob ResponsibilitiesThis role will report to the Sr. Manager, Channel Analytics and support Go-To-Market and Digital Experience teams reporting end-to-end from initial measurement planning to dashboard building to post-campaign insight and analysis as well as performing website/app audits and analysis. This role will partner with marketing channel teams (Digital, Paid Media, Relationship Marketing, etc.) in support of our various lines of business (e.g. Season Pass, Ski/Ride School, Hospitality, My Epic Gear & Rentals).Some examples of what this person will do:Analyze and provide insights on digital performance and marketing campaignsIdentify success metrics for website and app analytics with knowledge of web behaviors and best UX practicesCollaborate with other analysts and channel partners to review and improve campaign performance, web/app performance, and marketing strategiesPresent key findings and insights to senior leadership and marketing organizationMaintain and monitor key performance dashboards including promoting the democratization of self-service dashboardsPartner with key stakeholders to ensure campaigns, tactics, and ads are tagged properlyEnsure attribution across our websites/app/marketing channels are working properly by QA'ing reportingBuild cross-channel analyses tying web/app performance and marketing efforts to larger business questionsWork closely with marketing execution teams and business leads to develop detailed reporting plansWork collaboratively in a Kanban style project management structureAssist in leading discussions on marketing trends and insights in omni-channel meetings.Have a deep understanding of our trafficking tools (e.g. Adobe Ad Cloud, Mailgun) and campaign tagging strategy to ensure tactics are tagged appropriatelyWhile the day-to-day of the Senior Digital Marketing Analyst, Channel Analytics largely focuses on Digital Experience and Go-To-Market support, there are strategic initiatives this person will be involved in to evolve the data maturity of Vail Resorts. This includes (but not limited to) being a thought leader in building new datasets (between our channel and guest data), identifying new use cases for the use of Digital, informing the organization on post-cookie deprecation analysis opportunities and capabilities, informing the data strategy when onboarding new technology, and growing the data literacy of the team and the organization.Tools leveraged in this rolePrimary: Adobe Analytics, SQL, Snowflake, Tableau, Microsoft Excel/Powerpoint, JIRA, MouseflowSecondary: Meta, Smartly, Adobe Ad Cloud, Mailgun, Airship, PythonWhy this role is specialVail Resorts is at the forefront of the Travel and Tourism industry – redefining the ski industry in the 21st centuryLeveraging analytics is a core pillar of Vail Resorts' strategy moving forward – a critical driver of our success leading to a strong willingness to investWe are a data-driven business with a proprietary guest database unmatched by any other company in the industry – a great foundation for building out advanced analyticsThe opportunity to take our capabilities to the next level – driving key guest insights, supporting our analytical capability development, and having significant impact on the businessDirect exposure to leaders of the business – a unique opportunity to team with our business leadership to reimagine analyticsAll the free skiing / riding you and your dependents can handle – free Epic passes, discounted lodging and retailJob RequirementsBachelor's degree in related field (Business, Technology, Economics, Marketing, Communications, Statistics, Computer Science, Data Science, or Mathematics) preferred3-6 years of digital/marketing/media analytics experienceExperience with Adobe Analytics requiredExperience evaluating digital marketing effectiveness and how to interpret metrics (e.g. Email Opens, Impressions (View-Through and Click-Through), Clicks, Revenue Per Delivered, Return on Ad Spend, Visits vs Visitors, Bounce Rate, Conversion Rates, Funnel Drop-Out Rates)Knowledge of HTML and ability to decipher web analytics taggingAbility to take general marketing questions and return deep analyses with minimal guidance using data storytelling techniquesAbility to communicate with stakeholders at a variety of levelsComfortable in a fast-paced, deadline driven environmentNatural curiosity in digital marketing and analytical approaches to solving problemsHighly collaborative approach and open communication stylePreferredProficiency in SQLKnowledge of Snowflake and/or cloud-based databasesKnowledge of JIRA and project management toolsExposure and knowledge of multiple channels (Paid Media, Relationship Marketing, Digital)Familiarity with Vail Resorts, its operations, and key product offeringsThe expected Total Compensation for this role is $74,100 - $96,465 + annual bonus. Individual compensation decisions are based on a variety of factors.Job BenefitsSki/Mountain Perks! Free passes for employees, employee discounted lift tickets for friends and family AND free ski lessonsMORE employee discounts on lodging, food, gear, and mountain shuttles401(k) Retirement PlanEmployee Assistance ProgramExcellent training and professional developmentFull Time roles are eligible for the above, plus:Health Insurance; Medical Insurance, Dental Insurance, and Vision Insurance plans (for eligible seasonal employees after working 500 hours)Free ski passes for dependentsCritical Illness and Accident plansVail Resorts offers a ‘Hybrid' work environment where employees living within 50 miles of the Broomfield office work on-site Tuesday, Wednesday, Thursday and have flexibility to work off-site on Mondays and Fridays. Employees living outside of a commutable distance can work remotely from British Columbia, Washington D.C., and the 16 U.S. states* in which we currently operate. This includes: California, Colorado, Indiana, Michigan, Minnesota, Missouri, New Hampshire, New York, Nevada, Ohio, Pennsylvania, Utah, Vermont, Washington State, Wisconsin, and Wyoming.#J-18808-Ljbffr