Company Description
Aspen Hospitality, a division of Aspen One, owns and operates a portfolio of hotels and residences that currently consists of The Little Nell, Aspen's only Five-Star, Five-Diamond, ski-in/ski-out hotel and its affiliated Residences at The Little Nell, both of which are located at the base of Aspen Mountain; the Limelight Hotel Aspen and Limelight Hotel Snowmass in Colorado; the Limelight Hotel Ketchum near Sun Valley in Idaho and the Limelight Denver, adjacent to Denver’s Union Station. Two additional Limelight Hotels in Mammoth, California, and Boulder, Colorado, are currently in development as well as a new Nell property at Rockefeller Center in New York City. Aspen Hospitality also owns and operates the ASPENX Mountain Club and the Snowmass Mountain Club. Aspen One is the parent company of Aspen Skiing Company, Aspen Hospitality and ASPENX and leverages its influence across all of its business units to advance climate action, community engagement and racial justice. For more information, visit www.aspenhospitality.co.
Job Description
Summary
The Head of Marketing, Aspen Hospitality is responsible for leading the overall marketing strategy for Aspen Hospitality with a strong focus on supporting our portfolio properties in tactical marketing execution to drive revenue. The position will collaborate across multiple teams to drive brand positioning and development for The Little Nell and Limelight brands, as well as lead marketing support for business driving initiatives at the property level. This position will also oversee execution the Aspen Hospitality corporate brand, in particular working with our Human Resources team to enhance employee branding, as well as working closely with our business development team to facilitate/enhance our positioning amongst hotel investors and potential capital partners. The position will improve presence, relevance and differentiation among key audiences including current and prospective guests, travel professionals, media, investors, industry influencers, employees and future employees.
The budgeted salary range for this position is $200,000-$260,000. Actual pay will be dependent on budget and experience, all our salaried roles are eligible for bonus.
Job Posting Deadline
Applications for this position will be accepted until June 15, 2024.
Essential Job Functions
- Lead marketing strategy for the hospitality brands and residences to increase awareness, maximize presence, drive the business and amplify relevance and differentiation in both our current and new markets
- Create and execute a comprehensive annual marketing plan; partner with our PR, sales and content and creative teams to showcase and drive business to the company’s hotels, restaurants, clubs and experiences
- Partner with the creative, content, social PR and partnership teams to ensure a consistent execution of the brand visual identity across all channels. Includes the development of tools and playbooks to enable on-brand execution at every turn
- Inspire the corporate marketing team, property marketing leaders and all stakeholders, driving a strong team culture, strong team member engagement and instilling desire to achieve and surpass aspirational goals as a team
- Partner with the brand and digital marketing teams to execute a 360-consumer journey and partner with other disciplines to bring that journey to life across all touchpoints
- Partner with the on-property team to drive experiential programming that bring the brands' mission to life for consumers
- Establish and implement insights and data driven marketing strategies, assess and refine tactics based on KPI results in real time, and leverage the brand marketing performance results to inform specifics property marketing execution
- Develop and manage corporate and property marketing budgets, ensuring efficient allocation of resources to achieve strategic objectives
- Spearhead marketing and communications initiatives that drive demand and market penetration for existing properties and new developments
- Partner with content and creative teams to establish a robust social media strategy across all channels, influencer marketing, experiential programming, and customer education marketing
- Regularly monitor and report on the performance of marketing campaigns, making data-driven recommendations for improvement
- Identify market trends and opportunities to drive brand awareness and revenue growth
- Be the expert on global industry trends and conditions to communicate to corporate and hotel leadership with implications to hotel performance and appropriate changes in forward strategy
- With the CBO, own and lead hospitality brand identities and ensure consistency across all communication channels, campaigns and assets
- Serve as a brand stakeholder for new property consideration including developing templates for presentations, proposals, etc. and regularly update corporate development website, project-marketing materials, etc.
- Collaborate with the development team on communication, marketing and presentation materials for new properties
- Lead marketing strategy for new property brand alignment and work with brand specific marketing team on go-to-market strategy
- Partner with the digital team to manage the web presence for all brands (corporate, hotels, clubs) and collaborate with relevant teams on site strategy
- Advise executive committee on hospitality marketing and communications strategy
- Collaborate with partnership, creative and design teams across the ASC portfolio on key initiatives
- Partner with operational teams on brand moments, in-room collateral, uniforms, signage, overall design and décor, menu design, and custom scents across the hospitality brands
- Partner with the HR team to ensure brand alignment in recruitment and onboarding presentation materials and on-going education for all associates
- Continuously identify opportunities to enhance Aspen Hospitality’s marketing efforts, supporting and guiding the on-property teams
Qualifications
Bachelor’s degree in journalism, public relations, marketing, communication, business or related discipline, MBA or advanced degree is preferred- 15+ years of experience in marketing, branding and communication with a minimum of five years of experience at a director level in the hospitality or service industry, luxury experience a plus
- Experience working with a board of directors and/or active ownership group
- Experience in robust brand rollouts and launches
- Working knowledge of relevant technologies to include CRM, Marketing Automation, HTML, WordPress and graphic design tools, such as Adobe Creative software
- Proven track-record of unifying, transforming, elevating and repositioning the brands of complex businesses
- Detail-oriented project manager with an eye for great design who can manage both internal and external resources
- Experience refining, evolving and deploying a brand and messaging architecture that is highly relevant to our target audience
- Demonstrated communications expertise with exceptional verbal communication skills and a clear and persuasive writing style
- Proven track record of hiring, mentoring, and retaining world-class marketing talent across internal team members, freelance graphic designers, writers, videographers and agencies
- Experience across key brand and communication disciplines including video, marketing content creation, digital marketing, regional websites and social media
- Ability to organize and manage multiple projects simultaneously and have an immediate impact in a high-growth, fast-paced, entrepreneurial environment
- Must be a creative, flexible, hands-on marketer that’s comfortable rolling up your sleeves and doing whatever it takes to get the job done even in the face of time, budget, and resource constraints
- Strong budget management and marketing measurement skills with experience achieving best-in-class Customer Acquisition Cost (CAC) ratios and proven record of managing budgets preferably in excess of $1 million annually
Additional Information
Supervision Given and Received
Given: Exercises supervision over the VP Marketing, Luxury Products, Director of Marketing for Limelight Hotels, and the Marketing Manager, The Little Nell. Assigns result driven projects and assists with unusual situations that do not have clear objectives. Instruction, advice and assistance available at request of employee. Responsibilities include, but are not limited to, interviewing, hiring, performance evaluation; recognition; disciplinary action; training and development, budgeting, and labor relations.
Received: Works under limited supervision of the Chief Brand Officer. Receives guidance in terms of broad goals and overall objectives and is responsible for establishing strategical methods to attain them. Can formulate policies but does not necessarily have final authority for approval. A review of work is not detailed and emphasizes the accomplishment of broad work objectives, rather than specific assignments.
Work Environment and Physical Demands
- Ability to stand, type and sit at desk/computer for most of the work shift executing repetitive movements
- No adverse or hazardous conditions
- Not required, but preferred to be able to occasionally lift, push or pull 25 lbs. individually or with assistance (weight limits can vary according to position, but no more than 50)
Job Benefits
This position is categorized as a regular full-time position eligible for the following benefits:
Enrollment dates differ across the various programs.
- Health, Dental and Vision Insurance Programs
- Flexible Spending Account Programs
- Life Insurance Programs
- Paid Time Off Programs
- Paid Leave Programs
- 401(k) Savings Plan
- Employee Ski Pass and Dependent Ski Passes
- Other company perks
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. By accepting a position with Aspen Skiing Company, you acknowledge that you are able to perform the essential functions of the job with or without reasonable accommodation. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job. To request accommodation during the application and interviewing process, please contact Human Resources at 970-300-7700.
This job description is designed to indicate the general nature and level of work. It is not designed to contain or be interpreted as a comprehensive list of all duties, responsibilities, and qualifications required of employees assigned to this job. Duties and responsibilities may change at any time with or without notice.
Aspen Skiing Company / ASPENX / The Little Nell / Limelight Hotel is an equal opportunity employer.
For an overview of Aspen Skiing Company's benefits and other compensation visit www.aspensnowmass.com/employment/benefits-and-perks
As of March 11th 2022, Aspen Skiing Company, ASPENX, The Little Nell, and The Limelight Hotels will no longer require all active employees to be fully vaccinated in the workplace. Read more about our policies as it relates to employee safety here
