Position Summary
The Senior Manager, Digital & Guest Analytics supports the growth of Aspen One’s digital and ecommerce channels and advances enterprise digital strategy across ski, hospitality, and retail businesses. This senior individual contributor leads business analytics efforts, including dashboard development, performance analysis, and automated reporting, while leveraging CDP and Customer Data Warehouse data to drive guest segmentation and personalization. The role connects digital, marketing, ecommerce, sales, and retail performance metrics into clear, actionable insights that enhance the end-to-end guest journey. As the owner of the digital analytics roadmap, this position balances recurring reporting with deeper analysis to advance analytics maturity. Serving as a trusted partner to Digital Marketing, Marketing, IT, and business leadership, the Senior Manager translates complex data into executive-ready insights and oversees vendors and contractors to ensure high-quality delivery. This position reports to the Senior Director of Data and Digital Engineering.
The salary range for this position is $89,000 to $124,500. 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 March 31, 2026.
Essential Job Functions/Key Job Responsibilities
Digital Analytics Roadmap & Leadership
- Develop and manage the digital and guest analytics roadmap, aligning analytics priorities to business and digital strategy
- Define and evolve key performance indicators (KPIs) across digital marketing, ecommerce, and guest engagement
- Serve as an analytics advisor by translating complex data into clear, actionable insights for leadership while establishing best practices for analytics intake, prioritization, and delivery across teams.
Business, Digital & Ecommerce Analytics
- Partner with cross-functional teams (digital marketing, ecommerce, IT, product, business unit (BU) marketing) to ensure Key Performance Indicators (KPIs) are clear, actionable, and aligned to business goals while providing analytics needs by channel
- Serve as key contributor to the digital monthly business reviews report in support of the digital team by providing reporting with accurate data, context, and insights that explain performance trends and drivers.
- Create and work with engineering and business teams to implement a plan for growing digital and guest analytics maturity through automated reporting, ongoing tracking of core KPIs, and connecting ad-hoc analysis to business objectives
- Develop, maintain, and automate ecommerce and digital marketing dashboards—including funnel reporting and annual demand forecasting—while establishing digital reporting best practices and delivering recurring, ad hoc, and executive-level insights to inform operational and strategic decision-making.
- Conduct ongoing analysis surrounding ecommerce, digital marketing, acquisition/retention, lifetime value (LTV), customer journeys, funnel analysis, etc.
- Apply analytical techniques such as cohort analysis, segmentation, and advanced models (e.g., RFM) to deepen understanding of customer behavior and performance trends.
- Support experimentation and performance optimization efforts, including A/B testing measurement and post-test analysis.
Customer Data Platform (CDP) & Guest Insights
- Serve as the CDP subject matter expert and administrator by managing vendor relationships, training internal users, proactively mining guest data for actionable insights, and building and refining guest segments that support retention, loyalty, marketing campaigns, and targeted engagement strategies across ski, hospitality, and retail for Aspen One.
- Support campaign measurement and A/B testing, providing post-campaign insights and recommendations
- Partner with digital and ecommerce leads to align data insights with personalization and recognition strategies
- Contribute to a culture of data-driven decision-making across all guest-facing lines of business
- Lead projects to support advanced analytics capabilities such as RFM modeling, cohort and persona analysis, LTV modeling, and churn analysis.
Vendor & Contractor Management
- Define scopes of work, prioritize deliverables, and ensure alignment to business objectives
- Manage day-to-day relationships with analytics, CDP, and measurement vendors by overseeing work delivery, quality, and budgets, and evaluating vendor capabilities to identify opportunities that improve analytics outcomes.
- Other duties as assigned