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 Vice President of Brand Marketing leads the development and execution of marketing plans across various channels, ensuring cohesive brand positioning and successful communication initiatives. This position also manages cross-functional teams, partner with shared services to drive PR and social media strategies, develop on-property experiences, and collaborate with creative teams to enhance content and guest experiences.
The budgeted salary range for this position is $200,000 - $240,000. 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 December 1, 2024.
Essential Job Functions
- Partner with on-property team to develop on-property experiences, executed by property teams, to enhance guest experiences, drive traffic, and increase brand awareness
- Coordinate with partners to execute promotions and campaigns that meet the distinct needs of each property
- Establish marketing strategies to maximize cross-promotion with key partners
- Collaborate with events and operations to develop high-impact events and activations
- Partner with communication shared services to drive brand storytelling to support all business objectives
- In tandem with shared services, manage PR and social media agencies, providing consistent, relevant content including PR driving packages, promotions, partnerships, property highlights, and trend commentary to generate ongoing coverage for hotels and the brand
- Leverage brand storytelling to build a holistic communications strategy, supporting individual properties through thought leadership, off-site events, and business development
- Brief in and partner with creative teams, producers, and influencers to develop engaging, shareable content that enhances PR storytelling
- Own buying, merchandising and curation of hotel boutiques in partnership with Aspen Collection buying and merchandising team
- Partner with our shared services creative team to lead brand positioning or repositioning efforts, either by managing an external branding agency or evolving existing brands based on performance opportunities and scalability
- With the CBO, own and lead hospitality brand identities and ensure consistency across all communication channels, campaigns and assets
- Lead marketing strategy for new property brand alignment and work with brand specific marketing team on go-to-market strategy as well as pre-opening marketing planning (1-2 years out) to establish budgets and identify non-traditional, high-impact opportunities
- Build strategy for all new hotel openings including pre-opening efforts (press/media, brand awareness/guerilla marketing, partnerships, influencer relationships), opening events (grand opening parties, launch week programming), employment ads, promoting brand as employer of choice, PR related to employment and post-opening programming calendar
- Collaborate with cross-functional teams, agencies, and vendors to ensure alignment and execution of the marketing plan
- Create and implement standardized marketing templates, playbooks, and cross-selling tools in partnership with the project management and creative teams
- Partner with creative to develop tools and collateral such as email creatives, ad templates, and other marketing materials to support brand consistency
- 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
- Partner with the creative team on mood boards, shot lists, and execution of photoshoots and video shoots
- Collaborate with the creative team to enhance the guest experience through wayfinding, signage, collateral, and in-room amenities
- Partner with shared services team to identify and engage influencers and content creators for brand amplification and content needs
- Oversee the hiring, training, development, and supervision of the field marketing team
- Lead and manage a team of creative, committed, and collaborative individuals, fostering a high-performance environment focused on innovation and results
Qualifications
- Bachelor's degree in marketing, business, or a related field
- 10 plus years experience in brand activation, integrated marketing, or related fields required
- Strong leadership skills with experience managing cross-functional teams and external partners
- Excellent communication and storytelling abilities
- Minimum of 5yrs experience in content creation, creative development, and working with influencers and content creators
Additional Information
Supervision Given and Received
Given: Exercises supervision over the hospitality marketing team. A variety of routine tasks sets general expectations of results expected within company’s policies and procedures. Responsibilities include but are not limited to, interviewing, hiring, planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
Received: Works under limited supervision of the Head of Marketing. 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)
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 One, Aspen Snowmass, Aspen Ventures or Aspen Hospitality 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 One is an equal opportunity employer (Minority/Female/Disabled/Veteran). At Aspen One, inclusion, equity, and diversity are fundamental to fulfilling our vision of building a better workplace and better world. From our hiring practices through the entire employee experience, we embrace and celebrate the unique experiences, perspectives and cultural backgrounds that each employee brings to the workplace. We encourage diverse points of view which allows us to develop innovative solutions to the ever-evolving world of work. Aspen One strives to foster an environment where our employees feel respected, valued and empowered, and our team members are at the forefront of helping us promote and sustain an inclusive workplace that works for all.
For an overview of Aspen One Company's benefits and other compensation visit www.aspensnowmass.com/employment/benefits-and-perks
Aspen One participates in E-Verify.
E-Verify & Right to Work Poster
