Vice President, Growth Marketing & Strategy

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.

We are currently seeking a Vice President, Growth Marketing & Strategy to lead demand generation, audience growth, and digitally enabled commercial performance across its parks, hotels, and train portfolio. Reporting to the Chief Commercial Officer, this executive will align growth marketing, CRM, analytics, digital discovery, partnership marketing, OTA strategy, and e-commerce with enterprise commercial priorities. The successful candidate will bring a sophisticated understanding of hospitality demand generation, strong financial and analytical discipline, and the ability to influence across a complex portfolio of brands, properties, and functional teams.

Responsibilities

Commercial Growth & Demand Generation

• Lead growth strategies that improve demand capture, capacity utilization, direct booking contribution, and revenue performance across parks, hotels, and train properties.
• Partner with sales, revenue management, marketing, and property leadership to identify need periods, shoulder-season opportunities, soft booking windows, and under-leveraged guest segments.
• Align marketing investment with pricing, packaging, yield opportunities, and sales priorities to ensure campaigns are connected to measurable commercial outcomes.
• Develop targeted demand programs across transient, group, midweek, seasonal, and high-value audience opportunities.

Strategy, Planning & Market Intelligence

• Serve as a strategic partner to the CCO in developing commercial growth roadmaps for parks, hotels, and train properties.
• Use market analysis, competitive intelligence, scenario planning, and performance trends to identify risks and opportunities before they affect results.
• Evaluate revenue levers, partnership opportunities, channel strategies, and technology investments that support profitable growth.
• Translate insights into clear executive recommendations and practical activation plans.
• Set commercial priorities for CRM, loyalty, retargeting, lifecycle marketing, and audience development strategies that convert intent into bookings, repeat stays, and higher-value guest relationships.
• Partner with Customer Data & Analytics team to use segmentation, testing, attribution, and first-party data to improve conversion, acquisition efficiency, channel profitability, and long-term guest value.

Commercial Analytics & Executive Reporting

• Partner with analytics teams to develop executive-level reporting that connects marketing investment to occupancy, ADR, RevPAR, booking pace, channel cost, direct contribution, cancellation trends, and margin.
• Support disciplined budget allocation and prioritization based on capacity needs, revenue potential, and commercial impact.
• Provide senior leadership with forward-looking recommendations that increase occupancy, protect rate, improve mix, and strengthen profitability.
• Identify opportunities to apply AI and automation to forecasting, personalization, campaign optimization, workflow efficiency, and decision support.

AI, Search Evolution & Digital Discovery

• Lead the organization’s approach to emerging AI-assisted travel discovery, including generative search, AI overviews, conversational trip planning, answer engines, and evolving booking behaviors and preparing the brands for agentic commerce.
• Partner with marketing, digital, revenue management, analytics, and property teams to understand how changing search behavior affects visibility, referral traffic, direct demand, and guest decision-making.
• Develop test-and-learn strategies that keep properties visible, accurately represented, and bookable as travelers shift from keyword search to AI-assisted recommendations.
• Translate AI and digital discovery trends into practical strategies that improve content accuracy, brand presence, direct-booking pathways, and personalized demand generation.

Cross-Functional Partnership

• Build strong partnerships with brand marketing, sales, revenue management, operations, finance, agency partners, and property teams to align around shared growth objectives.
• Establish clear KPIs, operating rhythms, and accountability for initiatives that influence demand generation, conversion, occupancy, ADR, RevPAR, booking pace, direct booking share, acquisition cost, and contribution.
• Collaborate with tour and cruise brand leaders where appropriate, while supporting distinct brand strategies, leadership structures, and revenue planning responsibilities.
• Ensure CRM, analytics, e-commerce, partnership marketing, social media, and creative services are coordinated around commercial priorities.

Measures of Success

• Improved ability to fill available capacity across parks, hotels, and train properties while balancing occupancy, ADR, RevPAR, and contribution.
• Stronger marketing efficiency, direct booking contribution, distribution economics, guest acquisition, and linkage between campaign investment and revenue outcomes.
• Greater forward visibility into demand shifts, booking pace, pickup trends, rate opportunity, channel mix, cancellation exposure, and market dynamics.
• A disciplined approach to AI-assisted search, digital discovery, content strategy, data activation, and direct-booking growth.
• A trusted executive partnership with the CCO, characterized by proactive insight, clear recommendations, and effective cross-functional activation.

Qualifications

• 15+ years of progressive leadership experience in hotel commercial strategy, growth marketing, digital marketing, revenue management partnership, sales strategy, and enterprise revenue leadership.
• Relevant experience in hospitality, lodging, resorts, parks, leisure, travel, or destination-based commercial organizations preferred.
• Demonstrated ability to lead through influence across direct, matrixed, and cross-functional teams in a complex enterprise environment.
• Strong financial and analytical capability across forecasting, budgeting, scenario modeling, booking pace, market segmentation, channel performance, occupancy, ADR, RevPAR, and profitability.
• Deep expertise in performance marketing, CRM, digital acquisition, attribution, audience development, and distribution strategy.
• Executive presence, strategic judgment, operational discipline, and the ability to translate complex information into clear decisions and actions.
• Experience applying AI, automation, and emerging technologies to improve marketing performance, customer insight, productivity, and commercial decision-making.
• Preferred familiarity with AI search, generative engine optimization, conversational search behavior, travel discovery platforms, or related digital discovery tools.

Candidate Profile

• The ideal candidate is a commercially minded marketing executive who combines strategic vision with analytical rigor, operational discipline, and a strong bias for action.
• This leader will be comfortable working across brands, properties, agencies, and enterprise functions to turn market insight and performance data into practical growth initiatives.
• They will bring the executive presence, collaboration style, and accountability mindset required to influence senior stakeholders, align teams, and deliver measurable commercial impact.

Compensation:

The salary range is $175,000.00 - $225,000.00 based on experience + bonus 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.