🚀 Overview
Led the development and execution of Sierra-at-Tahoe’s lifecycle marketing and CRM communication system, transforming email marketing into a structured revenue and engagement engine. The platform supported customer acquisition, retention, seasonal campaigns, and operational communications across the full guest lifecycle.
👤 My Role
Served as CRM strategist, email channel manager, and email developer responsible for end-to-end lifecycle marketing strategy, segmentation, campaign execution, automation, performance analysis, and email system optimization.
⚠️ The Challenge
- Seasonal business requiring highly time-sensitive communication
- Lack of structured segmentation and lifecycle messaging strategy
- Heavy reliance on manual email communication workflows
- Need to improve retention, engagement, and repeat visitation
- High demand for timely operational and promotional messaging
🛠️ The Solution
CRM Strategy & Segmentation
Developed a customer segmentation strategy based on:
- Purchase behavior
- Customer longevity
- Engagement history
- Demographic and influence factors
Enabled highly targeted messaging across multiple audience types.
Email Channel Management
Owned the full email marketing channel including:
- One-off promotional campaigns
- Automated lifecycle emails
- Transactional messaging
- Triggered behavioral campaigns
Delivered consistent communication across all customer touchpoints.
Lifecycle Marketing System
Designed and executed communications across the full customer journey:
- Seasonal newsletters and announcements
- Season pass sales campaigns
- Lesson and program promotions
- Snow reports and operational updates
- Ski and snowboard team communications
Automated & Triggered Campaigns
Built automated workflows including:
- Pre-arrival guest communications
- Post-visit follow-ups
- Birthday and anniversary messaging
- Behavioral-triggered engagement campaigns
Optimization & Reporting
- Monitored email performance metrics including open rate, CTR, and conversions
- Reported on list growth and engagement trends
- Continuously optimized campaigns based on data insights
📈 Outcome / Impact
- Generated $3.2M+ in revenue through email marketing
- Increased skier visits by 23%
- Improved customer retention by 16%
- Reduced email marketing costs by 50% through optimization
- Recognized by Ski Area Management for Best Deep Snow Email Messaging (2017)
- Email became a primary driver of website traffic and online sales
🧰 Tech Used
HTML Email Development CSS CRM / Email Marketing Platform Automation & Trigger Systems Segmentation Strategy A/B Testing Analytics & Performance Reporting