Director of Sales and Marketing


Job Summary: Plans, directs, and coordinates sales, marketing, communications, events, and promotional efforts for the resort.

Essential Functions:

  • Oversees a staff of approximately 4 employees in both sales and marketing functions, establishing performance goals and monitoring performance on a continual basis
  • Provides leadership and direction to sales staff to achieve goals and objectives.
  • Attends meetings and represents the sales and marketing functions as a member of the company’s senior executive staff.
  • Develops annual marketing plan, and works with sales manager to develop annual sales plan.
  • Designs and plans pre-season and in-season marketing campaigns designed to create awareness of the resort and drive revenue to the various revenue centers at the resort including season passes, lift tickets, rental/retail, food and beverage, and lodging.
  • Aligns strategic in-market promotions to increase the reach of the brand, drive ticket sales and keep Bolton Valley top of mind.
  • Plans and oversees the organization’s advertising and promotion activities including print, radio, television, internet, and email, and leverages relationships with local, regional and national press outlets to keep Bolton Valley in the news.
  • Oversees online communication and marketing of Bolton Valley through and social media outlets, and oversees the website
  • Oversees the development of resort collateral including brochures, trail maps, posters, etc.
  • Provides marketing insight and leadership to complement internal sales functions.
  • Evaluates market reactions to promotional programs to ensure the timely adjustment of marketing strategy and plans in order to meet changing market and competitive conditions.
  • Manages and oversees all sponsorships and special event initiatives to ensure maximum revenue generation, high guest impact, and sufficient internal communication.
  • Oversees snow reporting on, Snowcountry, email distribution list, fax list to shops and lodges, and snow phone.
  • Oversees content development, copywriting, graphic design, and design layout.
  • Works with revenue departments and COO to evaluate and establish product pricing.
  • Coordinates data collection and is responsible for producing data analysis to inform the company’s yield management strategy across all revenue departments.
  • Develops earned media plan and creates relationships with local, regional and national press outlets to carry out the plan.

NOTE: All Bolton Valley employees are required to perform alternate functions from time to time, both within and outside of their assigned department, particularly during peak periods such as holiday weekends.

Customer Service Expectations: Interacts with customers at special events produced by the marketing department, via email by answering the [email protected] emails, and on the web through the resort’s Facebook and Twitter pages. The Sales and Marketing Director is expected to be courteous and professional in accordance with Bolton’s commitment to providing superior customer service.


  • Bachelor’s Degree
  • Five years related experience in resort marketing, including management of staff
  • Ability to travel to off-site promotional events overnight (approx. 5-10 days per year), and approximately 10 day trips per year throughout Vermont

Required Knowledge and Skills:

  • Knowledge of resort marketing and promotions
  • Proven ability to build an advertising plan that reaches target audience while staying within a budget
  • Excellent written and oral communication skills
  • Ability to manage outside vendors to successfully complete projects
  • Intermediate-level ski and/or snowboarding ability to be on the mountain for promotional opportunities preferred
  • General knowledge of Microsoft Office products such as Word and Excel
  • Familiarity with content management systems for websites
  • Familiarity with social media and other third party websites pertinent to the job of marketing the resort.
  • Familiarity with database management

Physical and Mental Demands: Long periods of sitting and working at a computer. Trade shows involve prolonged periods of standing at the Bolton Valley booth, talking with potential guests. Involves the physical demands inherent in intermediate-level skiing/snowboarding.

Work Environment: Work is performed primarily indoors in either an office environment or at publicity venues, but involves some outdoor skiing/snowboarding in extreme weather conditions, including cold, wind, snow and rain.

Compensation and Benefits:

  • Salary is dependent upon experience
  • Benefits include: Health and dental contributions, vacation, sick, and holiday paid time off, family ski pass, discounted on-site childcare, resort discounts, and more.

Disclaimer: The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. This is not an exhaustive list of all responsibilities, duties, and skills required. All employees may be required to perform duties outside of their normal responsibilities from time to time, as needed.

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