Vice President of Marketing & Sales

Description

Benefits:

• Health insurance
• Paid time off
• Vision insurance
• Dental insurance

This position is critical to the ministry of Sky Ranch and contributes directly to our mission of leading youth and families to know and follow Christ. The Vice President of Marketing & Sales provides leadership and coordination of all Marketing and Sales Functions, and is accountable for CRM, analytics, conversion, attribution, digital acquisition, automation, AI, customer segmentation, and ROI. This position develops and implements strategies and monitors and analyzes marketing and sales activity against goals. The Vice President remains current with evolving trends and continually evaluates new strategies, platforms, technologies, and opportunities that can strengthen Sky Ranch's reach, relevance, customer engagement, and revenue growth.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Strategic Leadership

• Provide strategic leadership and direction for all Marketing and Sales efforts across Sky Ranch.
• Develop, implement, and continuously refine a comprehensive, integrated Marketing and Sales strategy aligned with Sky Ranch’s mission, vision, strategic objectives, and financial goals.
• Establish clear, measurable goals and key performance indicators (KPI’s) for Marketing and Sales and regularly evaluate performance against those objectives.
• Partner with the Executive Leadership Team (ELT), Senior Leadership Team (SLT), and Core Leadership Team (CLT) to develop strategies that support organizational growth, program objectives, customer engagement, and ministry impact.
• Serve as the organizational champion for customer-centric thinking and ensure customer insights inform strategic and operational decisions.
• Identify emerging trends, market opportunities, competitive dynamics, and changing customer behaviors that may impact Sky Ranch’s future growth.

Sales & Revenue Generation

• Provide strategic leadership for Sky Ranch’s sales efforts and establish a comprehensive revenue-generation strategy across all programs, locations, and geographies.
• Develop sales strategies that maximize enrollment, occupancy, revenue, customer retention, and lifetime customer value.
• Establish and manage sales pipelines, conversion strategies, forecasting processes, and performance metrics.
• Ensure marketing and sales work together seamlessly throughout the customer acquisition and enrollment journey.
• Identify opportunities to expand existing markets, penetrate new markets, develop new audiences, and increase participation across Sky Ranch programs.
• Develop strategies to increase customer retention, repeat participation, referrals, and long-term engagement with Sky Ranch.
• Utilize customer, market, and financial data to make informed decisions regarding pricing, promotions, campaigns, market expansion, and resource allocation.

Marketing & Brand Leadership

• Provide organizational leadership for Sky Ranch’s Marketing function, including brand strategy, market development, digital marketing, communications, content, public relations, social media, and customer engagement.
• Strengthen and protect the Sky Ranch brand and ensure consistent brand positioning, messaging, voice, and visual identity across all channels, programs, locations, and customer touchpoints.
• Develop and maintain a comprehensive marketing strategy that effectively communicates the unique value of the Sky Ranch experience and its ministry impact.
• Stay current with emerging marketing, digital, social media, communications, consumer behavior, and technology trends, and proactively evaluate their relevant and potential application to Sky Ranch.
• Monitor emerging digital platforms, technologies, artificial intelligence, content strategies, advertising methods, and customer engagement practices to ensure Sky Ranch’s marketing efforts remain current, effective, and competitive.
• Continuously assess and recommend new tools, technologies, channels, and strategies that can improve brand awareness, customer acquisition, engagement, conversion, retention, and overall marketing effectiveness.
• Oversee the development and optimization of Sky Ranch’s digital presence, including website, digital advertising, email marketing, social media, search, content strategy, and other emerging platforms.
• Ensure marketing decisions are informed by current market research, customer insights, analytics, and measurable results.

Customer Experience & Engagement

• Develop a comprehensive customer journey strategy that strengthens the relationship between Sky Ranch and its customers from initial awareness through registration, participation, re-engagement, and long-term relationship.
• Partner with program and operational leaders to identify opportunities to improve customer experience and remove barriers to participation.
• Utilize customer feedback, research, surveys, analytics, and other insights to continually improve customer experience.
• Develop strategies to strengthen customer loyalty, referrals, repeat participation, and lifelong engagement with Sky Ranch.
• Identify opportunities to engage individuals and families across the various stages of the Sky Ranch relationship, including childhood, adolescence, college, adulthood, and parenthood.

Team Leadership

• Provide direction, leadership, coaching, and supervision to Marketing and Sales team members.
• Establish clear expectations, goals, accountabilities, and performance measures for direct reports.
• Recruit, develop, coach, motivate, and retain high-performing team members.
• Create an environment that promotes collaboration, innovation, accountability, professional growth, and alignment around Sky Ranch’s mission.
• Conduct regular performance reviews and provide ongoing feedback, development, and coaching.
• Build strong collaboration between Marketing, Sales, Programs, Guest Services, Development, and other organizational functions.

Data, Analytics, & Technology

• Establish a culture of data-informed decision-making across Marketing and Sales.
• Develop dashboards and reporting processes that provide leadership with clear visibility into enrollment, sales performance, marketing effectiveness, customer acquisition, conversion, retention, revenue, and return on investment.
• Evaluate marketing channels and campaigns based on measurable performance and return on investment.
• Evaluate marketing channels and campaigns based on measurable performance and return on investment.
• Leverage customer relationship management (CRM), marketing automation, analytics, artificial intelligence, and other relevant technologies to improve effectiveness, efficiency, personalization, and customer engagement.
• Ensure appropriate systems, processes, and data practices are in place to support effective sales and marketing operations.

Financial Management

• Develop and manage the Marketing and Sales budgets in alignment with organizational priorities and financial objectives.
• Monitor departmental performance against budget and revenue goals.
• Evaluate the return on investment of marketing and sales initiatives and make strategic recommendations regarding resource allocation.
• Partner with Finance and organizational leaders on forecasting, pricing, enrollment projections, revenue planning, and financial strategy.

Communication & External Representation

• Oversee the development of compelling, consistent, and mission-aligned marketing and communication materials.
• Represent Sky Ranch at appropriate community, industry, church, partner, and marketing events.
• Develop and maintain strategic relationships with churches, organizations, schools, partners, vendors, and other key stakeholders.
• Serve as a visible ambassador for the Sky Ranch mission, brand, and ministry.

OTHER DUTIES AND RESPONSIBILITIES

• Maintain compliance with Sky Ranch’s employee policies and procedures. 
• Maintain compliance with all state and federal laws and regulatory requirements. 
• Perform other duties as necessary. 

FINANCIAL RESPONSIBILITY

• Responsible for the marketing and sales departmental budgets. 
• Responsible for achieving established sales and revenue objectives. 
• Responsible for monitoring and optimizing the return on investment of marketing and sales expenditures. 
• Participates in organizational revenue forecasting, pricing strategy, enrollment projections, and long-range financial planning.

QUALIFICATIONS:

EDUCATION 

• Bachelor’s degree in marketing, business, communications, sales, advertising, or a related field required. 
• Advanced degree or relevant professional certifications preferred.

EXPERIENCE

• Minimum of ten years of progressive experience in sales, marketing, revenue generation, business development, or a related field. 
• Demonstrated success leading and developing high-performing Marketing and Sales teams. 
• Demonstrated experience developing and executing comprehensive, multi-channel marketing and revenue strategies. 
• Experience managing significant budgets and revenue objectives. 
• Experience using data, analytics, CRM platforms, digital marketing, and marketing technology to drive measurable results. 
• Experience in a multi-location, multi-program, hospitality, recreation, youth-serving, nonprofit, or consumer-focused organization is preferred. 
• Experience working in a mission-driven or faith-based organization is preferred.

KNOWLEDGE 

• In-depth understanding in the field of marketing, sales, public relations, advertising or communications.   
• Knowledge of principles and processes for providing excellent customer service. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction. 
• Proficient working knowledge and ability to use various office software including, but not limited to, Microsoft Word, Excel, Outlook. 
• Strong understanding of current and emerging digital marketing practices, including social media, email marketing, search, paid digital advertising, content marketing, marketing automation, CRM, analytics, personalization, and emerging platforms. 
• Current knowledge of evolving consumer behavior, digital trends, marketing technology, artificial intelligence, social platforms, and emerging communication channels. 
• Ability to evaluate emerging trends and technologies and determine which are strategically relevant and appropriate for Sky Ranch. 
• Knowledge of data analytics, marketing attribution, conversion optimization, customer segmentation, and return-on-investment measurement. 
• Basic internet and social media skills.

SKILLS AND ABILITIES 

• Demonstrated curiosity and commitment to staying current with emerging trends in marketing, sales, technology, digital media, consumer behavior, and communications. 
• Ability to anticipate changes in customer behavior and the marketplace and translate emerging trends into practical strategies and opportunities for Sky Ranch. 
• Ability to distinguish meaningful, strategic trends from short-term fads and make informed recommendations regarding new technologies, platforms, and marketing approaches. 
• Ability to effectively manage staff in areas such as:  selection, development, coaching, motivation, scheduling, and performance evaluation. 
• Proven successful leadership experience; ability to build unity amongst a team and motivate them to work together toward a common mission.  
• Ability to hire, train and motivate team members. 
• Ability to relate positively, influentially, and sensitively to a broad spectrum of persons in a variety of multi-tiered relationships and settings to include but not limited to guests (youth and families), clergy and staff of various Christian churches and organizations of all sizes, cultural identities and worship styles, co-workers, peers, and board members. 
• Excellent interpersonal skills, and relationship building skills. 
• Ability to plan, manage, and report budgets proficiently. Exceptional financial management skills. 
• Ability to provide strategic and logistical planning and facilitate meetings as required. 
• Ability to investigate and analyze information and draw conclusions. 
• Ability to prepare moderately complex reports. 
• Ability to exercise independent thinking and initiative. 
• Ability to deal with complex situations or issues and make effective, timely and appropriate decisions. 
• Excellent organizational skills: ability to multi-task and manage a variety of tasks. 
• Ability to maintain confidentiality. 
• Ability to communicate the vision of Sky Ranch to both internal and external customers.

 EXTERNAL CONTACTS 

• Guests, vendors, and contractors.  

IMPACT ON EQUIPMENT AND PROPERTY

• Office equipment.

PHYSICAL DEMANDS 

• No or very limited physical effort required. Ability to use up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently to move objects.
• Ability to grasp, push, pull, carry or otherwise manipulate objects; ability to perform tasks requiring action of muscles or groups of muscles and foot and/or hand-eye coordination
• Requires some physical agility, including but not limited to: bending for items below or reaching for items above the individual; crawling under desks; stooping, and climbing step stools or ladder.

WORK ENVIRONMENT  

• Works indoors in normal office environment majority of the time.  
• Little to no exposure to physical risk.

OTHER

Commitment to Christian principles and teachings both professionally and personally.  Must be able to fully support Sky Ranch’s Doctrinal Statement. An active membership in a church whose spiritual beliefs are aligned with Sky Ranch’s Doctrinal Statement.

Commitment to Sky Ranch’s Vision, Mission, Values (Who We A.R.E.) and Principles (WOW Factor, Stewardship, and Excellence) demonstrated in daily behavior.

Must demonstrate annually a clear background check and review of child safety practices as required for camp accreditation by the American Camping Association.

Possesses a personal discipline that models a proactive approach toward personal, spiritual, and relational health.

 

Sky Ranch is a year-round recreational camp ministry, with locations in Texas, Colorado, and Oklahoma. Our mission is to lead youth and families to know and follow Christ. For over 70 years, we’ve created experiences in engaging camp environments, helping parents and leaders inspire, challenge, and encourage. Come join us!