Boyne Resorts

Vice President of Marketing - Boyne Resorts & Western Region

Job Locations US-MI-Petoskey
Posted Date 1 week ago(11/20/2020 8:52 AM)
Requisition ID
# of Openings
Boyne Corporate
Position Type
Full-Time Year Round
Year Round
Targeted Job Start Date


Boyne Resorts is conducting a national search to identify an accomplished marketing leader with extensive experience working in the ski industries to serve as the company’s Vice President of Boyne Resorts corporate brand and to oversee the marketing and sales efforts of Boyne’s 3 western resorts; Cypress, Summit at Snoqualmie and Brighton. This new position will be critical to leading the development of a number of corporate initiatives and in guiding the western resorts to strategically developing sustainable growth plans.


While developing best-in-class sales and marketing teams,
this position will support Boyne Resorts’ Core Values

Think Long Term | Excellence in Execution | Have Passion and a Positive Attitude | Develop Great People  


You will report directly to the Chief Marketing Officer of Boyne Resorts and work closely with the Western region COO. The corporate team will be direct reports and the resort teams will be indirect. Leading by example is an essential element to this role as you build strong functional and collaborative relationships with the Boyne Resorts senior team and other department heads at each resort.


*A minimum of ten years of marketing and sales in the ski resort or related industries is required*


- As the Vice President of Marketing for Boyne Resorts -

You will be responsible for leading the organization through a number of strategic initiatives:

Boyne Rewards loyalty program
Boyne Application development
Branding initiatives across the portfolio of resorts
The Forever Project sustainability initiative
Leading and developing research projects
Managing the Corporate Marketing Creative team


- As the Vice President of the Western Region -

You will be responsible for overseeing the marketing and sales teams at Boyne’s 3 western resorts: Cypress, Summit at Snoqualmie and Brighton. In this role you will mentor the teams while setting benchmarks and establishing best practices, working with the teams to develop sustainable growth strategies that include:

Marketing Automation
Product development
Brand and retail communication
Content calendars
Acquisition and Retention funnels
Develop CRM initiatives that include increasing size, depth and usability of current and future resort database resources

You will be successful in this position if you can:

Be a mentor: Provide guidance, support and education to the team members “Coach, develop great people…recruit the best talent”

Lead by example: Knowledge and leadership through influence are essential to this role

Work with the senior management teams across the organization to develop and implement strategic plans

Establish a list of marketing and sales metrics that analyze, share and educate senior teams and allow tracking of successes and progress

Guide development of revenue and pricing strategies: work with the marketing and sales and revenue management teams at the resort to build and execute marketing plans as well as implement key marketing and sales programs to grow guest database


Must-have Talents:

  • Experience developing high-level marketing and sales strategies—in line with the strategic vision of the organization—keeping the brands in the fore front
  • A deep understanding of traditional and innovative marketing and sales strategies and a proven track record of creating initiatives that drive and increase revenue in a sustainable way
  • An understanding—at the executive level—of the importance of mentoring and developing collaborative teams
  • Expertise in developing measurable KPI’s and the use of technologies to develop dashboards that support those measurements
  • Expertise in brand management and the creative process
  • Significant knowledge of marketing and sales technologies such as, marketing automation and social listening, content calendars, CRM and funnel management

Other Qualifications:

  • Ski Resort specific experience and a deep understanding of the ski and hospitality industries. A minimum of ten years of marketing and sales in the resort or related industries
  • Experience in pricing and product development along with yield management skills
  • Working understanding of consumer segmentation, behavior and trends as related to resort industry
  • Strong communication skills, clear and concise
  • Extensive management, organizational and interpersonal skills
  • Strategic and innovative thinker with ability to communicate a vision and drive results
  • Strong problem-solving skills
  • Persuasive influencer
  • Self-assured and results oriented
  • Flexibility, adaptability and open-mindedness to support Boyne Resorts’ Core Values


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