Sarah Elson
Penn Laird,VA
Summary
Award-winning marketing executive with strong track record of driving impactful campaigns and enhancing brand visibility.
Skilled in digital marketing, market research, and content strategy. Known for effective team collaboration, adaptability, and delivering measurable results in dynamic environments. Highly organized with focus on achieving marketing goals through innovative solutions.
Overview
22
22
years of professional experience
Work History
Director of Resort Marketing
Massanutten Resort
03.2006 - 10.2024
- Leveraged data analytics insights for informed decision-making in critical areas such as digital ad optimization, future planning, and competitor insights.
- Spearheaded successful campaigns that resulted in increased brand visibility, customer acquisition/loyalty, and direct revenue.
- Launched test market program to determine viability for scaling and growth.
- Enhanced team collaboration and efficiency through regular communication, KPIs/goal setting, resource allocation, and performance evaluations.
- Secured key partnerships that contributed to the company's overall growth strategy and market reach (PR, sponsorships, and state agencies).
- PIO (Resort Public Information Officer); crisis ops and communication trained.
- Optimized digital marketing efforts through SEO improvements, PPC campaigns, email marketing initiatives, resulting in increased web traffic and lead generation.
- Fostered culture of innovation within marketing department, encouraging experimentation with new marketing techniques and technologies.
Guest Service and Events Manager
Splash Lagoon Indoor Waterpark
04.2003 - 07.2005
- Managed administrative logistics of events planning, event booking, and event promotions.
- Trained and supervised event staff to complete tasks on time.
- Ensured smooth event transition with thorough pre-event walk-throughs and detailed day-of coordination efforts.
- Delivered exceptional customer service to park attendees, addressing concerns promptly and professionally.
- Streamlined event operations for improved efficiency and cost-effectiveness through comprehensive logistical management.
- Established strong rapport with returning guests while building new connections with first-time visitors.
- Promoted upselling opportunities to maximize revenue through available add-ons and packages.
- Opened and closed location and monitored shift changes to uphold successful operations strategies and maximize business success.
Education
Bachelor of Arts - Media And Marketing
Penn State University
01.2003
Skills
- Strategic Marketing Planning and Execution
- PR and Influencer Strategy and Plans
- Operations Management
- Festival Operations
- Intellectual property management
- Business Growth Initiatives
- KPI Tracking and Data Analysis
- Branding with Creative Seasonal Packages
- Digital and Social Media Marketing
- Market and Competitor Analysis
- Leadership and team building
Accomplishments
2019 Marketer of the Year
2019 Business Person of the Year
Past President-Shenandoah Valley Travel Association
Past President VRLTA Travel Component (Virginia Restaurant, Lodging, and Travel Association)
Produced 65 festivals, raising over $5 million for area non-profits.
Timeline
Director of Resort Marketing
Massanutten Resort
03.2006 - 10.2024
Guest Service and Events Manager
Splash Lagoon Indoor Waterpark
04.2003 - 07.2005
Bachelor of Arts - Media And Marketing
Penn State University
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