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Director of Marketing

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The Director of Marketing oversees Frias Properties’ promotion and advertising efforts under three primary umbrellas: short-term rental guest acquisition, homeowner solicitation, and real estate sales. It involves developing the overall marketing strategy and executing campaigns independently or with the help of outside vendors.

In addition to promotional functions, this person is charged with maintaining the brand voice & visual presentation as well as managing communications to various audiences including staff, in-house guests, homeowners, HOA members, and more.

The candidate is expected to be a positive and productive member of the Frias Properties team; represent the company professionally with vendors, the Aspen business community and other partners; stay current with emerging technology and trends; and seek out revenue-generating ideas for the company. The ideal candidate has a strong marketing/communications background, experience executing digital campaigns, knowledge of OTA channel management, excellent organizational skills, and is eager to work with a team. It is important for this person to have a strong affinity for Aspen as a premier vacation destination.

Essential Job Functions

These are the essential duties and responsibilities of this position; additional duties may be assigned.

STRATEGIC PLANNING

  • Develop an annual marketing plan and budget for both short-term rental guest acquisition and owner solicitation
  • Establish relationships with vendors to fulfill marketing services
  • Innovate revenue-driving solutions on FriasProperties.com including funnel optimization and presentation of homeowner solicitation materials
  • Define the brand voice and visuals and maintain consistency on behalf throughout company communications

GUEST ACQUISITION

  • Execute marketing initiatives to drive bookings on FriasProperties.com, from email marketing and programmatic display to paid search and publisher-direct placements
  • Oversee FriasProperties.com and AspenHomeRental.com and execute content/ image updates, create and post seasonal information, enhance design/functionality, and more
  • Manage email marketing efforts for Frias Properties, including strategy, design, segmentation/list management, deployment, and reporting
  • Manage ongoing Search Engine Optimization and Paid Search campaigns via outside vendor
  • Seek out new advertising opportunities to targeted audiences and execute all deliverables
  • Work with sales team to identify need periods and create promotions
  • Create monthly reports detailing website performance driven by current advertising initiatives using Google Analytics, Call Tracking Metrics, and other reporting tools

GUEST COMMUNICATION

  • Oversee all transactional email campaigns, including reservation confirmations, guest registration requests, and post-stay surveys
  • Seasonally refresh guest information disseminated before and after check-in, both in print and digital communication
  • Monitor website form submissions and direct leads to reservations, operations, etc.
  • Communicate marketing goals to guest service and sales teams
  • Monitor online review websites and respond to guest feedback

HOMEOWNER SOLICITATION & COMMUNICATION

  • Execute homeowner solicitation marketing campaigns to drive leads to Directors of Operations and General Manager with the goal of generating new management contracts
  • Work with operations team to identify unique value propositions for new marketing angles
  • Work with sales team to plan and execute fractional owner outreach
  • Create and maintain management presentations and agreements
  • Write monthly owner statement letters 

REAL ESTATE SUPPORT

  • Support FPA managing partners in their real estate marketing
  • Solicit FPA guests and homeowners for real estate business
  • Leverage tools provided by Sotheby’s International Realty

Specific Job Knowledge, Skills & Abilities

EDUCATION and/or EXPERIENCE:
We prefer a candidate with at least 5 years of marketing experience, with an emphasis on digital campaign execution and a familiarity of Aspen tourism promotion.  

SOFTWARE KNOWLEDGE

  • Familiarity working with a content management system (Drupal preferred) as well as basic HTML and CSS coding skills
  • Proficiency with Adobe Creative Suite, including Photoshop, InDesign, and Acrobat
  • Expertise in Google Analytics and Google Data Studio
  • Familiarity with Adwords, Microsoft Ads, Meta advertising suite, and various other web-based advertising portals
  • Ability to learn new software and work with developers to fix issues and deploy enhancements

LANGUAGE SKILLS:
Strong communication skills, both oral and written, are required.

Benefits

This position is salaried. Benefits include:

  • Commissions
  • Seasonal performance bonuses
  • 401K program
  • Health insurance
  • Ski pass assistance
  • Transportation subsidy
  • Paid vacation and sick time

To apply for the Director of Marketing position, contact Human Resources Manager Krystal Glassier-Levy at (970) 920-2000 or Krystal@FriasProperties.com.