Manager, Performance Marketing

Why join CMH? 
We work hard, we play hard, and we have the best time doing it. Our mission is to guide our staff and guests through life-changing mountain experiences, and our vision is to be recognized as the world leader of guided mountain experiences – by our guests, our employees, our partners, and our communities. We're all drawn to CMH for different reasons, but we stay for the people–both employees and guests–who are brought together by a unique shared passion for skiing, riding, the mountain world, and life in general. CMH is where mountain magic happens!

Things that are important to us:

• Safety as a cornerstone.

• Share our passion – every day.

• Always act with integrity.

• We work as a team.

• Aim for best.

• Balance our social, fiscal, and environmental responsibilities. 

Things that are important to you:

• The opportunity to build lifelong friendships with staff and guests from around the world.

• Working for a company that stands behind its mission, vision, and values.

• An inclusive and rewarding company culture where employees are valued and supported.

• Explore and work at a world-class mountain destination.

• Enjoy meals created by culinary professionals that incorporate fresh, local ingredients.

• Work with hospitality professionals that take pride in providing a high-end guest experience.

• An opportunity to grow and learn in a work environment that promotes feedback and development.

• Discounts with brand partners and on CMH merchandise.

• Opportunities to heli-hike and heli-ski, as available.

CMH is honored to operate in the traditional territories of the Ktunaxa, Secwépemc, Syilx, Sinixt, Carrier (Dakelh), and Stoney Nakoda Nations.
 

Position Title:                                               Manager, Performance Marketing

Business Unit or Department:                  Alterra Experiences Division (CMH and Mike Wiegele Heli-Skiing)

Title Position Reports to:                           Sr. Manager Marketing Operations 

Location (if applicable):                             Banff, Alberta (or approved remote work location) with remote travel expectations 

LSA Status:                                                    Exempt

Job Status:                                                    Year-round

Date of last Review:                                    October 2026

Desired Start Date:                                     November 2026

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.

Alterra Experiences division is an operating unit of Alterra Mountain Company. The Experiences division is dedicated to building Alterra’s adventure hospitality operations and maximizing the impact of bringing together the world’s two largest heli-skiing businesses – CMH Heli-Skiing & Summer Adventures (“CMH”) & Mike Wiegele Helicopter Skiing (“MWHS”).  The Experiences team structure ensures operational focus, while providing shared services functionality supporting growth of both CMH & MWHS.

CMH - With 60 years of experience, CMH has evolved into the world’s largest Heli-Skiing and Heli-Hiking company, operating 11 lodges in the winter and 3 in the summer throughout British Columbia, Canada. The business’s central office is in Banff, Alberta, Canada.

MWHS - Has 50+ years of experience and operates the first and only heli-ski village resort.  Located in Blue River, BC, MWHS features 22 exclusive log chalet accommodations plus village amenities and provides access to more than 1.5 million acres of terrain and over 100 peaks.

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.
• Paid Time Off (PTO) policies for employees to relax and recharge.
• Pro deals with our brand-partner affiliations.
• Group benefits plan eligibility.
• RRSP plan with company matching.
• Dog friendly offices.
• Opportunities to heli-hike and heli-ski as available.

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 SUMMARY

CMH and MWHS are category-defining brands operating in an ultra-premium, experience-led market. The guests we serve and aspire to reach require a high level of marketing sophistication, cultural fluency, and brand stewardship. Our Performance Marketing Manager is a cross-functional role responsible for CMH’s email marketing program and paid media efforts which are executed through Alterra's media agency. This position will play a pivotal role in bringing MWHS onto the Alterra Marketing Technology stack.

Working within a portfolio-based marketing team, you'll drive acquisition and nurture-based programs for CMH guests and prospects. Through cross-team collaboration with our Sales, Guest Services and Finance teams, you’ll help shape strategic planning, and budgeting decisions for demand generation with the reporting and insight to back them up. This is a hands-on program management role, focused on executing without needing day-to-day oversight, while navigating the realities of a corporate parent company structure, including disconnected data across both new and legacy technology platforms.

ESSENTIAL DUTIES

Performance Marketing

• Define paid media goals, audiences, and targeting priorities for CMH, and recommend and manage budget allocation, working with the Marketing leadership team and media agency, expanding to MWHS over time.
• Strong strategic capabilities for navigating the most impactful landing destinations across our digital web properties that considers audience expectations, channel performance, path to conversion, and brand platform goals.
• Partner with Brand & Content leads, expertly pairing channel needs with seasonal creative strategy and production workflows.
• Brief and direct the Alterra media agency that executes campaigns across search, social, and display.
• Review agency performance against goals including pacing, CAC, and targeting.
• Balance collaboration and accountability with agency partner to ensure you’re meeting marketing team and core business KPIs.

SEO & Organic Search

• Protect and grow the search rank of all web properties through keyword research, competitor analysis, AI and organic search optimization, and on-page optimization recommendations.

Email, Lifecycle & CDP

• Build and run automated personalized email and lifecycle flows including welcome, inquiry/abandoned-booking nurture, trip communication, win-back, and repeat-guest/referral.
• Build audience strategy for the marketing ESP (Insider One) and support the sales organization in their CRM marketing efforts. This requires strong business data literacy.
• Run A/B tests and monitor deliverability, sender reputation, and list health.
• Monitor list hygiene, data management, and privacy compliance for guest data in the CDP.
• Serve as liaison for email and database strategy within the Alterra network.
• Support the CMH CDP transition to Hightouch and help to build the roadmap to in bringing MWHS onto the same Martech stack over time.

Collaboration & Reporting

• Build strong partnerships across the business, agency partners, and Alterra shared services teams. A high level of emotional intelligence and diplomacy is required to be successful long-term in this role.
• Map and refine the end-to-end customer journey across paid, SEO, and email, closing gaps where prospects drop off.
• Track KPIs (ROI, CPA, CPC, conversion rate, CTR) and build reporting that ties spend and sends to leads for the commercial team.
• Stay current on emerging AI-driven discovery and ensure the agency is accounting for it.

REQUIRED QUALIFICATIONS

• Minimum 5 years’ experience in an occupational health & safety role.
• 5+ years of hands-on paid media, email marketing, and SEO programs including managing an outside agency.
• Willingness to actively participate in continuous professional development.
• Proven ability to handle multiple priorities in a fast-paced environment.
• Experience in the ski industry, preferred. Travel, outdoor, or hospitality experience a plus

EDUCATION REQUIREMENTS

• Post Secondary Degree in Marketing, Business, Communications, or equivalent practical experience. 

COMPENTENCIES, KNOWLEDGE, SKILLS, ABILITIES, AND OTHER QUALITIES
Required Technical Skills

• Working knowledge of Ad platforms (Google Ads, Meta, LinkedIn) to direct and evaluate agency and shared services work.
• Hands-on fluency with email service providers from journey build, deployment, and measurement
• Knowledge of leveraging a CDP to design impactful audience builds that drive results.
• Experience with marketing technology stack migrations, working with a multi-layered remote project team.
• Web Analytics proficiency; GA4, Looker Studio, Adobe.
• SEO fundamentals, A/B testing, and CRO frameworks.
• Experience directing an outside agency and holding accountability around KPIs.

Professional Qualities

• As the functional expert for paid and email marketing channels, you are a knowledgeable self-starter with the ability to drive projects from inception to completion.
• Structured, detail-oriented, and organized, with strong strategic planning skills; able to operate in a fast-paced environment under tight timeframes.
• Collaborative and relationship-oriented, building trust with stakeholders at all levels of the company including remote hub-and-spoke locations, while thriving independently.
• Clear, professional communicator who presents metrics and forecasts to stakeholders and maintains diplomacy and discretion in all interactions.
• Trustworthy, goal-oriented, adaptable, and a strong critical thinker and problem-solver with the integrity Alterra expects of every employee.

All employees will demonstrate integrity, discretion, and critical thinking, along with adaptability and effective problem-solving skills. A positive, collaborative working style is essential, with the ability to build meaningful relationships with key internal and external stakeholders. Strong organizational skills, attention to detail, and strategic planning abilities are crucial. The candidate must be able to communicate clearly, effectively, and in a timely manner, maintaining professionalism and confidentiality in all interactions. Proficiency in Microsoft Office and the ability to quickly learn other relevant software platforms are important, as is the ability to prioritize tasks in a fast-paced environment with fluctuating seasonal workloads and changing priorities. The role requires a trustworthy, goal-oriented, respectful, and self-directed individual who can navigate complex responsibilities. Additionally, the candidate must have the confidence to interact with all levels of the company, including those in remote locations within a hub-and-spoke model.

ADDITIONAL REQUIREMENTS
Participate in emergency response training and provide support during emergency situations; assist guests and employees in the field program during area visits as needed.

 WORKING CONDITIONS

• Able to lift, carry, or otherwise move and position up to 20 pounds on an occasional basis.
• Manual dexterity to operate a computer and other common office equipment on a constant basis.
• This position is required, at times, to work on evenings, weekends, and holidays based on the needs of the business. 
• This position may require occasional travel to Alterra Experience Division areas, as well as some travel to industry functions on an occasional basis. 
• Alterra Experience Division is committed to developing a rich culture, a diverse workforce, and a healthy work environment in which every employee is treated fairly and respected. Each employee will contribute to the company's success while also having the opportunity to achieve their full potential as individuals.

OTHER DUTIES AS ASSIGNED

This position description is an overview of the scope of responsibilities for the role described above. With the evolution of CMH, the responsibilities of this position may change, as may the details that are associated with many of the tasks. During these times of change, this position requires flexibility and willingness to accept new responsibilities and potentially transfer others.

COMPENSATION

A competitive compensation package will be provided including an attractive base salary which is based upon qualifications, experience, and skill set, as well as an annual incentive program. Further details will be discussed in a personal interview.

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.