Senior Digital Marketing Analyst, Channel Analytics

$74,100 - $96,465/Yr

Vail Resorts - Broomfield, CO

Full-time - Mid Level

Remote - Broomfield, CO

Amusement, Gambling, and Recreation Industries

About the position

Vail Resorts is seeking a Senior Digital Marketing Analyst, Channel Analytics, to join our Analytics & Insights (A&I) team. This role is pivotal in empowering stakeholders to effectively understand and utilize data to drive meaningful business outcomes and optimize our Go-To-Market strategy, as well as our website and app performance. The A&I team is dedicated to fostering a culture of data-driven decision-making and strategic innovation, tackling complex challenges with a blend of analytical rigor and business intuition. We believe that a diverse and inclusive environment enhances our ability to deliver exceptional work products and experiences, and we encourage all team members to bring their unique perspectives to the table. As a Senior Digital Marketing Analyst, you will report to the Sr. Manager of Channel Analytics and collaborate closely with the Go-To-Market and Digital Experience teams. Your responsibilities will encompass the entire analytics process, from initial measurement planning to dashboard creation and post-campaign analysis. You will analyze digital performance and marketing campaigns, identify success metrics for our website and app, and collaborate with various marketing channel teams to enhance campaign performance and marketing strategies. This role also involves presenting key insights to senior leadership and maintaining key performance dashboards to promote self-service analytics across the organization. In addition to your day-to-day responsibilities, you will play a crucial role in strategic initiatives aimed at evolving the data maturity of Vail Resorts. This includes building new datasets, identifying new use cases for digital analytics, and informing the organization about post-cookie deprecation opportunities. You will also contribute to the growth of data literacy within the team and the broader organization, ensuring that data-driven insights are accessible and actionable for all stakeholders.

Responsibilities

• Analyze and provide insights on digital performance and marketing campaigns.
• Identify success metrics for website and app analytics with knowledge of web behaviors and best UX practices.
• Collaborate with other analysts and channel partners to review and improve campaign performance, web/app performance, and marketing strategies.
• Present key findings and insights to senior leadership and marketing organization.
• Maintain and monitor key performance dashboards including promoting the democratization of self-service dashboards.
• Partner with key stakeholders to ensure campaigns, tactics, and ads are tagged properly.
• Ensure attribution across our websites/app/marketing channels are working properly by QA'ing reporting.
• Build cross-channel analyses tying web/app performance and marketing efforts to larger business questions.
• Work closely with marketing execution teams and business leads to develop detailed reporting plans.
• Assist in leading discussions on marketing trends and insights in omni-channel meetings.

Requirements

• Bachelor's degree in related field (Business, Technology, Economics, Marketing, Communications, Statistics, Computer Science, Data Science, or Mathematics) preferred.
• 3-6 years of digital/marketing/media analytics experience.
• Experience with Adobe Analytics required.
• Experience 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 tagging.
• Ability to take general marketing questions and return deep analyses with minimal guidance using data storytelling techniques.
• Ability to communicate with stakeholders at a variety of levels.
• Comfortable in a fast-paced, deadline driven environment.
• Natural curiosity in digital marketing and analytical approaches to solving problems.
• Highly collaborative approach and open communication style.

Nice-to-haves

• Proficiency in SQL.
• Knowledge of Snowflake and/or cloud-based databases.
• Knowledge of JIRA and project management tools.
• Exposure and knowledge of multiple channels (Paid Media, Relationship Marketing, Digital).
• Familiarity with Vail Resorts, its operations, and key product offerings.

Benefits

• Ski/Mountain Perks! Free passes for employees, employee discounted lift tickets for friends and family AND free ski lessons.
• MORE employee discounts on lodging, food, gear, and mountain shuttles.
• 401(k) Retirement Plan.
• Employee Assistance Program.
• Excellent training and professional development.
• Health Insurance; Medical Insurance, Dental Insurance, and Vision Insurance plans (for eligible seasonal employees after working 500 hours).
• Free ski passes for dependents.
• Critical Illness and Accident plans.