Boyne Resorts

Chief Marketing Officer, Boyne Resorts

Job Locations US-MI-Petoskey
Posted Date 4 days ago(1/12/2021 10:56 AM)
Requisition ID
# of Openings
Boyne Corporate
Position Type
Full-Time Year Round
Year Round


Boyne Resorts is conducting a national search to identify an accomplished marketing leader to serve as the company’s Chief Marketing Officer, CMO, and to oversee the overall marketing and sales efforts for Boyne Resorts. This position is critical to leading and guiding the company to meet its brand positioning and revenue growth goals.


This position will support Boyne Resorts’ Core Values while developing best-in-class sales and marketing teams and execution strategies

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


You will report directly to the Chief Executive Officer of Boyne Resorts. The corporate team leads will be direct reports (solid line) and the resort teams will be indirect (dotted line).


As the CMO for Boyne Resorts you will be responsible for leading and mentoring the corporate and resort teams. In this role you will:

Help to set goals, strategic direction, and hold the company’s teams to adhere to best practices

Build strong functional and collaborative relationships with the Boyne Resorts senior team through a matrix structure.

Support the individuality of the respective resort brands while finding synergies and avenues to take advantage of our overall company scale and 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 and collaborate with the senior management teams across the organization to develop and implement strategic plans to support each resort’s unique vision and market opportunities


Support and maintain a dashboard of marketing and sales metrics that analyze and inform senior teams on how they are tracking toward their goals


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:

  • Significant knowledge of marketing and sales technologies such as:
    • Marketing automation tools, digital strategies, and social listening
    • Content calendars
    • CRM
    • Funnel management
  • 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 across a geographically dispersed environment
  • 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

Other Qualifications:

  • Deep understanding of the resort, travel and hospitality industries. Ski Resort specific experience is a big advantage. A minimum of ten years of marketing and sales in the resort or related industries
  • Experience in travel or resort branding efforts and product development efforts
  • An understanding of dynamic pricing models and key economic drivers of this business.
  • 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 within a matrix structure
  • Shown to have overseen initiatives in coordination with remote team members who are not necessarily their direct (hard line) reports
  • Strategic and innovative thinker with proven ability to communicate a vision and drive results
  • Proven strong problem-solving skills
  • Persuasive influencer
  • Self-assured and results oriented
  • Showcased and led flexible, adaptive and open-minded experiences


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