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Hours Full-time, Part-time
Location Broomfield, CO
Broomfield, Colorado

About this job

DEPARTMENT PURPOSE

The Marketing Analytics team is a newly formed group responsible for: monitoring business trends and informing marketing decisions, measuring guest behaviors and maximizing marketing effectiveness across the organization. Guest analytics encompasses evaluation of historical behavior trends by guest segment and development of insights and models to help inform marketing decisions at a guest segment level. Marketing effectiveness analytics involves assessing the impact of marketing spend and developing insights to help inform marketing decisions at a program and channel level.

POSITION PURPOSE

The primary purpose of the Customer Analytics position will include: Creating customer segmentation that allows better understanding of the business and more targeted deployment of marketing interventions, producing ad-hoc customer trend analysis as required by the business leaders, compiling standard customer reports from the data team, ensuring reports and processes are conducted correctly and in a timely manner and identifying customer trends at a macro level. You will coordinate with the IT team to identify opportunities for improved efficiency and to ensure reporting is created in the most standardized and automated manner possible.

Job Responsibilities
  • [Segmentation] Work on the creation and maintenance of all aspects of customer segmentation. This will require working in the database (via SQL/SAS/similar) to identify logical/actionable customer segmentation and partnering with the development teams to ensure segments are easily available for analytics and marketing efforts.
  • [Behavioral Modeling] Profile guest behaviors and ensure segmentation contains actionable and distinct groups that can be easily articulated to the marketing organization.
  • [Reporting] Create and distribute recurring reports that evaluate customer trends.
  • [Interpretation] Provide interpretation/translation of guest trends and any material changes and make effective recommendations to marketing leaders based on those insights.
  • [Efficiency/Consistency] Development of processes, templates and tools that ensure a consistent approach in all customer segment reporting. Work with the IT group to ensure maximum efficiency in the report creation process and automate where possible.
  • [Test Setup] Proactively suggest customer segment tests based on current trending.
  • [Standardization] Ensure processes, tools and documentation are in place to support efficient and consistent analysis across the team. Standardize methodology for addressing common questions and ensure that consistent approaches be utilized across the company. Proactively develop new analytic approaches and partner with other analytical groups to develop tools that support marketing tactics at every level.
  • [Knowledge Base] Maintain accessible knowledge base and archive of past analyses facilitating trended results of customer population shifts.
  • [Data Analysis] Analyze and organize the data available to the business. Inspect, clean, understand, and transform data while keeping the big picture of the business model in mind and analyze with focus and purpose to transform quality data into an asset.
  • [Ad-hoc] Support complex ad-hoc customer analysis as required by leadership and the support team


Job Requirements
  • 2+ years prior marketing analytics experience
  • Experience with customer segmentation and segment-level trend analysis
  • Experience with analytic tools/software such as MS Access, MS Excel and similar programs, experience with data processing (SAS/SQL) a plus
  • Demonstrated success working with very large data sets, developing tools for streamlined analysis and creating reports that succinctly summarize complex concepts
  • Demonstrated strength in written and verbal communication, adjusting message to audience. Excellent interpersonal and relationship management skills, with the ability to communicate effectively at all levels of the organization
  • Strong organizational and project management skills are essential. Must be able to handle multiple projects simultaneously and coordinate across multiple functions within an organization
  • Hospitality or travel industry experience helpful but not required; broad marketing experience in a company driven by analytics
  • Highly collaborative approach and open communication style
  • High degree of proficiency MS Office Suite, Outlook & Internet applications
  • High level of comfort with technology
  • Experience with analytic tools/software such as SAS, SPSS, MS Access, Cognos would be preferred
  • Knowledge of brand personalities/brand & division locations preferred
  • Minimal travel to resort locations and also to partner/vendor locations
  • Familiarity with Vail Resorts and its operations is helpful
  • Bachelors degree in related field (Business, Technology, Accounting, Finance, Economics, Marketing, or Mathematics) required


Have Fun. Serve Others. Do Right. Drive Value. Do Good. Be Safe . These are the values Vail Resorts employees embrace daily. As the premier mountain resort company in the world and a leader in luxury, destination-based travel at iconic locations, we operate in three highly integrated and interdependent segments including mountain, lodging and real estate. Vail Resorts employees are good at what they do and we welcome people who bring enthusiasm, pride and commitment to creating an Experience of a Lifetime to our stakeholders.

Vail Resorts is an Equal Opportunity Employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability or protected veteran status.