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Brand Director Resume Example

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BRAND DIRECTOR
Professional Summary
Skilled Marketing Director versed in driving positioning, pricing and go-to-market strategies. In-depth knowledge of ski and summer resort destination market needs and trends. Talented at creating and executing growth initiatives.
Skills
  • Natural leader
  • Strategic marketing
  • Budget development and management
  • Creative and innovative
  • Social media engagement
  • Digital marketing
  • Market research
  • Excellent Public Speaker
Work History
Brand Director05/2008 to Current
Jackson Hole Mountain Resort – Teton Village, WY
  • Responsible for creating and maintaining the JHMR brand as a premier ski and snowboard resort and the image of Jackson Hole as a rugged, yet sophisticated year round western recreation destination.
  • Driven consistent skier day growth with increased destination skier mix to 78%.
  • Managed $2m budget and all financial and strategic aspects of Brand Development including, Digital/web, Electronic Customer Relationship Management (Ecrm), Creative Services, Social Media and Video, Media Relations and internal communications.
  • Created and directed the Jackson Hole Mountain Resort 50th anniversary strategic and execution plan resulting in record revenue year.
  • Investigated new growth opportunities and initiated major brand and family market research studies and analyzed findings.
  • Responsible for contract airline marketing relationships in association with JH AIR and JH Central Reservations.
  • Responsible for marketing all profit center businesses (non-core) including Mountain Sports School, six retail brands, eight restaurants and co-marketing Jackson Hole Resort Lodging a premiere property management brand.
  • Oversee management, content, traffic, re targeting for jacksonhole.com, maintaining it as the #1 most visited destination site for visitors coming to Jackson Hole.Oversee social media and video content campaigns. JHMR has the strongest social media influence and numbers in the ski industry. #1 in Facebook, #2 in Instagram, #8 in Twitter, YouTube #2.
  • Responsible for creating Ecrm strategy to become the most powerful and efficient marketing tool for JHMR. Seasonal planning with third party vendors including behavioral strategiesand ongoingdatabase development.
  • Responsible for summer product marketing, identified as the newest business opportunity for expansion. Work with the communications team to drive internal promotion of company programs, initiatives, guiding principles and mission.
  • Direct the hiring, training and performance evaluations for marketing and sales staff and supervised their daily activities.
  • Strategic partner leadershipfor JHMR in the community, roles included JH Chamber of Commerce Board for 8 years and Board Chair, Travel and Tourism Board Marketing marketing liaison, JH Air Improvement Resources Board (non voting), Wyoming Office of Tourism agency review committee.





Communications Director09/1997 to 04/2008
Jackson Hole Mountain Resort – Teton Village WY
  • Responsible for exceeding aggressive corporate growth goals in a predominantly flat US domestic ski market by developing and implementing market tailored communications strategies.
  • Increased the advertising value equivalent of PR exposure for the resort 7x per annum during my tenure.
  • Developed a year round corporate communications strategy, including Resort Crisis Communications Plan, webcams and resort conditions updates, resort-wide flat screen media information centers for guests, employee newsletter “First Tracks” and “Mountain Roundup” daily guest newsletter.
  • Traveled extensively to represent the resort domestically and internationally, working with wholesale, travel agents and media.
  • Spokesperson for the resort and strategic planning team member for major issues and events.Community Coordinator of a PR consortium that includes Wyoming Tourism, Jackson Hole Chamber of Commerce, Grand Targhee Resort, Snow King Resort and others to leverage small budgets to achieve results in traditionally expensive markets such as New York and Chicago.

Sales Manager (Jackson Hole)01/1997 to 09/1997
Resorts Interactive – Aspen, CO
  • Developed advertising accounts and partnerships for the Jackson Hole Interactive CD-ROM vacation planner.
  • Created Sales plans and executed in the Jackson Hole marketplace.
  • Assisted advertising reach beyond Jackson Hole by placement of the product into tourism sales distribution channels via state and regional tourism offices and international marketing co-op\'s.


Product Manager05/1994 to 10/1996
United Airlines – London, England
  • Directed and coordinated product development and marketing of packaged leisure tour and ski products to the US for United Airlines in the extremely competitive UK market.
  • Developed the United Vacations Marketing, Sales and PR plans. Responsibilities extended to implementation through product contracting, sales distribution and promotion within trade sales channels, brochure production, public relations, and advertising in targeted sales distribution channels.

Brochure Production 09/1992 to 05/1994
Thomson Holidays (now Tui) – London, England
  • Number 1 Tour Operator in the UK sending over 3m tourists to Europe and the world. Responsibilities included product selection, contracting and brochure layout for two specialty short-haul programs Simply Greece and Discovery Turkey.

Education
Bachelor of Arts: Travel and Tourism1992University of Northumberland- Newcastle Upon Tyne, England
Board and Leadership Experience
  • Board and Community Participation and Service has been integral to the success of my career.
  • J H Chamber of Commerce - 8 year Board Member, Chair
  • Jackson Hole Air Improvement Resources (JH AIR) Board member 1 year
  • Wyoming Tourism Office - Regular expert speaker at tourism conference and select committee for Branding Agency of Record
  • Vertical Harvest - 2 year Board Member, Current Chair
  • Wyoming Governors Council on Developmental Disability , 4 year Board Member
  • Community Children\' Project - 4 year Board Member, Vice Chair
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Resume Overview

Companies Worked For:

  • Jackson Hole Mountain Resort
  • Resorts Interactive
  • United Airlines
  • Thomson Holidays (now Tui)

School Attended

  • University of Northumberland

Job Titles Held:

  • Brand Director
  • Communications Director
  • Sales Manager (Jackson Hole)
  • Product Manager
  • Brochure Production

Degrees

  • Bachelor of Arts : Travel and Tourism 1992

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