Corporate Director of Customer Data & Analytics

Overview

Join the Xanterra Travel Collection team:

Xanterra Travel Collection is a premier group of travel and leisure businesses with a focus on sustainability and exceptional service. Headquartered in Greenwood Village, Colorado, we operate iconic properties and services in stunning locations worldwide, including lodging, food and beverage, Windstar Cruises, short-line railroads, and adventure travel. We are dedicated to creating unforgettable experiences for our guests and providing transformative career opportunities for our team members.

Job Summary:

Reporting to the Vice President, Growth Marketing & Strategy and based in Denver, CO, the Corporate Director of Customer Data & Analytics will lead the Xanterra Travel Collection’s® efforts in leveraging customer data to build profitable, long-term customer relationships across all brands in the portfolio. This role owns the customer data foundation, including CRM architecture, identity resolution, data governance, and privacy operations, along with the lifecycle marketing and analytics built on top of it. The role is responsible for developing strategy in conjunction with brand marketing and sales leaders, overseeing execution, and reporting on performance of consumer touchpoints such as email, direct mail, text messages, consumer privacy and preferences, and other channels that drive conversion and retention across the customer journey. This innovative self-starter will provide vision and leadership while using data and analytics to guide and optimize the omnichannel approach, collaborating with cross-functional partners to deliver better business outcomes and guest experiences.

Responsibilities

Strategy and Management:

• Own the internal and external technology projects necessary to grow CRM/CDP while partnering with IT to co-develop and implement a technology road map suited to support the needs of the businesses regarding data/address hygiene, campaign management, privacy, database analytics, business intelligence, personalization, and other appropriate applications.
• Oversee centralized tools and processes for managing Xanterra’s customer data such as our CRM (HubSpot), customer data pipeline (Segment), Preference Center, Customer Privacy portal, and Analytics platforms.
• Partner with Legal to operationalize the requirements of laws governing consumer data, such as privacy regulations, and lead implementation of new policies and processes that support ongoing compliance.
• Lead strategy development for database marketing campaigns, trigger campaigns and integrated nurturing campaigns using our CRM, and oversee execution and analysis.
• Serve as strategic resource for brands in portfolio to help advise on how to use first party, second party and zero party data in sales and marketing plans.
• Working with IT, guide and manage the technical aspects of connecting our digital tools to our customer data platforms.
• Own identity resolution, householding, and deduplication across brands so each guest has a single, trusted profile.
• Establish and enforce data governance standards across the portfolio, including CRM architecture, business unit structure, property definitions, naming conventions, and data quality controls.
• Integrate property management, reservation, and other source systems with the CRM, and represent customer data requirements in system selection and replacement projects.
• Lead customer data integration for newly acquired or opened properties.
• Partner with Sales and reservations teams to enable lead management, pipeline tracking, and reporting in the CRM.
• Evaluate and manage third-party data enrichment, such as demographic appends and data cleansing, to improve segmentation and targeting.
• Evaluate and apply AI tools, including AI-assisted content, answer engine optimization, and predictive modeling, to improve customer insight and marketing efficiency.
• Lead the development, implementation, and maintenance of our analytics suite of tools across our digital ecosystem.
• Manage direct reports, who will assist with execution, tracking, data hygiene, and other tasks.
• Participate in corporate and brand revenue planning process to ensure support and integration of CRM strategy and plan.
• Champion CRM concepts and examples of success to senior leaders in all aspects of the business.
• Identify and manage necessary vendors/agencies for ongoing needs and special projects (print/mail partner, CRM implementation partner, data enrichment providers, etc.)
• Cultivate relationships with key stakeholders and contributors (call center, Sales, MarCom, IT, Legal, etc.).

CRM Campaign Development:

• Oversee and assist with strategic planning, building and QA of email messages, campaign automations, and triggered sends. Working with marketing leaders across the brands in the portfolio, help create a strategic framework for managing various campaigns along the customer journey. 
• Manage the strategic use of other channels in CRM programs, such as direct mail, SMS, outbound calling, etc.
• Develop and pilot new nurturing campaigns and refinements in audience segmentation.
• Develop and pilot a method for deploying engagement and lead scoring to help identify high value leads.
• Work with digital marketing teams across portfolio to deploy personalized messaging through our websites and various marketing channels.
• Collaborate with creative and digital resources on the development of copy, graphics, landing pages, and other assets needed for email and other channels.

Customer Privacy:

• Help build and implement Xanterra’s data strategy to build stronger relationships with our guests that allows greater user control and transparency.
• Lead the ongoing development, deployment, and maintenance for customer tools such as our Preference Center, Cookie Management platform, and Privacy platform.

Platform Management:

• Serve as the technology platform administrator for tools that manage customer data, including the main liaison to the vendor(s), budget management, system maintenance and upgrades, and recommended integrations.
• Work with account reps, vendors, and internal IT resources as needed to resolve issues, implement updates and improvements, or secure resources for specific projects.
• Manage audits of the customer and preference databases and establishing and maintaining appropriate controls and processes to ensure proper levels of data/address hygiene, customer database processes, preference management, and direct mail execution, ensuring compliance with state, federal, and international laws.

Reporting and Analytics:

• Collaborate with internal team to build suite of standardized reports, and custom reports and dashboards as needed.
• Lead the effort to monitor and report on audience segmentation, email engagement, preference center and opt out trends, sender reputation, performance and key trends, providing recommendations and insights for optimizing performance.
• Lead the analytics charge in scoping and completing a range of analyses to determine effectiveness of overall campaigns, specific channels and individual touch points, segmentation analysis, customer lifetime value, and other analytical techniques to improve customer acquisition, retention, and loyalty making evidence-based decisions.

Qualifications

Required Qualifications:

• Minimum of 7 years of experience in CRM, customer data management, lifecycle marketing, marketing automation, database marketing, and/or email marketing, including experience managing direct reports.
• Bachelor’s degree in business, marketing, computer science, or similar, or equivalent experience.
• Experience administering an enterprise CRM at multi-brand or multi-property scale; HubSpot strongly preferred.
• Experience with customer data infrastructure, such as Segment or another CDP, and with integrating property management or reservation systems into a CRM (Opera preferred).
• Experience with analytics and tagging software such as Google Analytics and Google Tag Manager, and with BI tools such as Power BI.
• Working proficiency in SQL for data analysis, auditing, and reporting.
• Experience designing identity resolution, data governance, or data quality programs.
• Working knowledge of consumer privacy and marketing regulations (e.g., CAN-SPAM, TCPA, CCPA/CPRA, and other state privacy laws) and consent management.
• Results-oriented with the proven ability to identify, track, and report on KPIs for lifecycle and multi-channel marketing programs.
• Experience managing integrated, multi-channel campaigns and overseeing the strategic use of email, direct mail, SMS, and other key channels.
• Experience with developing database marketing strategies, project plans, and test plans.
• Experience analyzing performance for email, digital nurturing programs, or multi-channel marketing campaigns.
• Practical hands-on experience setting up, troubleshooting, and optimizing automated email programs.
• Excellent planning, time management, and organization skills.
• Superior communication, presentation, diplomacy, and interpersonal skills.
• Attention to detail.
• Strong analytical and problem-solving skills.
• Experience managing a departmental budget.
• Self-starter who can work independently and collaborate in a team environment.
• Ability to manage a diverse set of tasks, prioritize workload, and deliver results against deadlines in a fast-paced environment.

Preferred Qualifications:

• Basic knowledge of HTML.
• Experience in hospitality, travel, or multi-property brand environments.
• Experience with Python or JavaScript for data workflows or CRM custom code.
• Experience applying AI tools to marketing, analytics, or content workflows.

Compensation:

The salary range is $125,000 - $150,000 depending on experience plus incentive.

Benefits:

For full-time employees, Xanterra offers a comprehensive benefits package including: Medical, Dental & Vision; HSA & FSA; Life & Disability; Accident, Hospital & Critical Illness; Pet Insurance; PTO and paid Holidays; 401(k) with Company Match; Employee Assistance Plan; Education Assistance; RTD-Denver transit pass for in-office employees, and Employee Discounts & Travel Deals.

Xanterra Travel Collection is committed to a diverse and inclusive workplace. We are an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, pregnancy, genetic information, protected veteran status, or any other legally protected status.