Director – Social Media

Year Round

COLLABORATION | AUTHENTICITY | PURPOSE | EMPOWERMENT

Alterra Mountain Company is a family of iconic year-round mountain destinations, the world’s largest heli-skiing operation, and Ikon Pass - the premier ski and snowboard season pass offering access to more than 50 iconic mountain destinations around the world. Headquartered in Denver, Colorado and born out of a shared love of the mountains and adventure, Alterra Mountain Company exists to shape the future of mountain adventure.

WHAT WE OFFER

• Free Ikon Pass for all eligible employees + additional free skiing/riding privileges across the family of Alterra Mountain Company resorts for eligible employees and their dependents

• Discounted skiing/riding for friends and family of eligible employees across the family of Alterra Mountain Company resorts

• Flexible Time Off (FTO) and Paid Time Off (PTO) policies for eligible employees to relax and recharge

• Generous discounts on outdoor gear, apparel, rental cars, etc.

• Medical, dental, vision, life, AD&D, short-term & long-term disability insurance, EAP, HSAs, FSAs, and more

• 401(k) plan with generous company match

• Paid parental leave of up to 6 weeks for eligible employees

• Commuter benefits (Denver employees only)

• Hybrid workplace policy encouraging regular in-person collaboration in our dog-friendly company headquarters office located in Denver’s RiNo Art District neighborhood (for eligible employees).

For information on Alterra Mountain Company’s Social Responsibility work, please see our webpage at https://www.alterramtn.co/impact. Among other resources, Alterra has a slate of Employee Resource Groups to support our workforce.

POSITION OVERVIEW

The Director of Social Media is a creative and strategic leader, responsible for developing and executing Alterra Mountain Company’s social media and content strategy. This leader identifies powerful campaign insights to create targeted social campaigns that promote Ikon Pass as well as all Alterra Mountain Company owned destinations, their brands, and their growing communities. As an essential member of the Enterprise Marketing Department, the Director of Social Media will integrate social into the Company’s overarching marketing and communications strategies to help drive demand and stakeholder engagement.

The Director of Social Media will have oversight into the social media tactics at all our businesses and be the technical expert for all capabilities (internal and external) to drive this critical platform throughout the organization.

The role will help schedule and plan local social content with oversight and measurement of all social execution across multiple social channels. The role will also be expected to bring innovation and ideas to the table for use at appropriate times and with appropriate locations. This role will have interaction across the organization with both the local resort-based teams as well as Alterra leadership. This role is the subject matter expert and strategic leader for all social channels (Facebook, Instagram, X, LinkedIn, YouTube, etc.). They are responsible for providing  monthly reporting updates, specific milestone insights, competitive analysis, and development of clear annual plans for multiple channels.

AREAS OF RESPONSIBILITY

• Strategic oversight and development of social media communication tactics.
• Closely collaborate with marketing and public relations teams to execute strategic, award-winning social campaigns that achieve business objectives.
• Partner with the messaging team and provide complimentary social campaigns.
• Specific focus on short-form video production to be used across all channels and the Ikon Pass social platform.
• Own social programming for all new products. Specifically for Ikon Pass products and new product development inside the platform.
• Create launch plans and support new partner additions to the Ikon Pass suite of products.
• Responsible for marketing automation within social media.
• Oversee the deployment of social monitoring tools and analytics – including budget oversight and optimization.
• Foster the voice and brand of Ikon Pass, and the Ikon Pass community, on Social Media both internally and directly with customers. Speak in the appropriate tone and standards tied to the positioning of Ikon Pass and its brand pillars.
• Respond to customer messages and customer service issues. Work closely with other channels (contact centers, local teams, media team, etc.) on appropriate responses and issue resolution.
• Manage resort partner social relationships across the Ikon Pass platform. Work closely with resort partners on the promotion of Ikon Pass, customer issues, as well as milestone events like launch, deadlines, and special projects.
• Develop cohesive strategies that drive growth, engagement and community across social channels (Facebook, Instagram, X, LinkedIn, YouTube, etc.); access new channel opportunities.
• Develop and oversee the execution of social and digital test-and-learn opportunities; bring forward new technologies and platforms to increase the impact of strategic efforts.
• Educate internal and resort partner teams on social media's value, best practices and ongoing evolution implications.
• Development of KPI dashboards applicable for all levels of the business.
• Ongoing technical and functional support for all social media avenues.
• Lead a small team of direct reports with a focus on optimizing the department’s capabilities and oversight of all areas listed above.
• Manage the external agency relationships tied to social media.
• Work with athletes and influencers on content creation and contractual deal points.

KNOWLEDGE, SKILLS AND ABILITY REQUIREMENTS

Knowledge:

• All applicable social channels (Facebook, Instagram, X, LinkedIn, YouTube, etc.)
• Understanding of Marketing Automation
• Social media analytics and KPI’s
• Familiarity with travel industry
• Knowledge of ESPs such as Silverpop
• Broad understanding of IT architectures and technologies
• Knowledge of Digital media strategies and link to social media marketing
• Paid Social efforts and link back to broader customer acquisition
• Understand general consumer trends as they relate to social media consumption

Skills & Abilities:

• Highly organized, analytical, detail and action oriented
• Acute listening skills
• Good written and oral communication skills
• Honors commitments through the delivery of timely and high quality results
• Excellent presentation skills
• Excellent understanding of consumer behavior and consumer research
• Leadership qualities in a matrix organization
• Ability to manage outside resources
• Change leader

EDUCATION & EXPERIENCE REQUIREMENTS

Education:

• Bachelor’s degree in marketing, communications, public relations or related field.

Experience:

• 8+ years progressive experience working in social media marketing related roles with 5-7 years industry experience.
• Knowledge of Simply Measured, Offerpop, Sprout (examples), and other Social vendor solutions.
• Experience with email capabilities and integration.
• Experience with Consumer research and customer survey tools.
• Strong skills and experience with databases and statistical analysis.
• Managed key performance indicators.
• Experience interacting with multiple levels of team members in the Social and Marketing space. Both at the enterprise level and at destinations – both resort partners and owned.
• Experience dealing with multiple agencies or vendors simultaneously.
• Project management skills tied to video production or creative deliverables for all Social Media channels.
• Professional/lived experience proactively marketing, communicating, and driving sales in a culturally competent manner to a broad range of audiences and new/emerging markets, including to underrepresented communities.
• Administrative duties for multiple social channels and ability to add new channels as needed.

The base salary range below represents the low and high end of the salary range for this position. Actual salaries will vary and may be above or below the range based on various factors including but not limited to experience, education, training, location, merit system, quantity or quality of production, responsibilities, and regular and/or necessary travel. The range listed is just one component of the Company’s total compensation package for employees. Other rewards may include short-term and long-term incentives and many region-specific benefits.

Denver area base salary range: $125,000 - $185,000 per year

Application Deadline: This position is open and still accepting applications.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily with or without reasonable accommodations.

Alterra Mountain Company and its affiliates are equal opportunity employers.