Director of Golf Sales and Marketing
Sugarloaf Mountain Corporation, Petoskey, Michigan, United States, 49770
Overview
About Boyne Resorts
Boyne Resorts is one of the largest family‑owned resort companies in the United States, operating premier destinations with 10 ski resorts and 14 golf courses. Founded in northern Michigan, Boyne Resorts has built a legacy of world‑class outdoor experiences spanning multiple generations.
About BOYNE Golf
BOYNE Golf is the brand and marketing entity for Boyne Resorts' Michigan properties. Representing eleven courses and multiple golf clubs across three resort destinations—Boyne Mountain, Bay Harbor, and The Highlands—BOYNE Golf is one of the premier golf destinations in the Midwest and markets to regional, national and international audiences.
Position Summary
The Director of Golf Sales and Marketing is a senior leadership role responsible for driving golf and resort revenue growth across our Michigan portfolio and building the BOYNE Golf brand on a national stage. This role owns the development and execution of a comprehensive marketing strategy across all channels, leads a dedicated golf marketing team, and serves as the steward of the BOYNE Golf brand. The Director works closely with resort leadership, revenue managers, and sales teams to align marketing efforts with broader business objectives. This is a full‑time, year‑round position reporting to the Senior Vice President of Golf Operations.
Responsibilities Key Responsibilities Strategy & Planning
Develop and execute an annual marketing plan that drives revenue growth, increases rounds played, and expands BOYNE Golf's national brand awareness
Collaborate with senior leadership on strategic planning, pricing strategy, and promotional decisions in partnership with revenue managers
Monitor and report on the effectiveness of marketing campaigns; optimizing tactics based on performance data and market trends
Manage the golf marketing budget and allocate resources effectively across channels and properties
Brand & Creative
Serve as the primary brand steward for BOYNE Golf, ensuring a consistent and compelling brand identity across all eleven courses and three resort properties
Direct the development of all marketing materials and content, including photography, video, digital, and print
Collaborate with individual resort marketing teams to align property‑level efforts with the BOYNE Golf brand
Digital & Web
Oversee all web content for BoyneGolf.com, as well as golf‑related content on the respective golf club and resort websites
Lead digital marketing strategy including SEO/AEO, SEM, paid media, and social media content and scheduling
Oversee CRM strategy and email communications, ensuring timely, relevant, and effective outreach and promotion to golf audiences and club members
Public Relations & Media
Build and nurture relationships with golf media nationally, regionally, and locally across all mediums, including digital, print, content creators, and tour operators
Develop and execute a PR strategy that elevates BOYNE Golf's profile in national golf publications and travel media
Sales & Membership Support
Partner with sales teams to develop marketing programs that support group golf sales and resort packaging
Collaborate on the promotion of Bay Harbor Golf Club and Country Club of Boyne membership opportunities with each club's membership director
Agency & Vendor Management
Manage relationships with external agencies, vendors, and production partners to deliver high‑quality creative and marketing executions on time and within budget
Qualifications Experience & Qualifications
Bachelor's degree in marketing, communications, or a related field
Seven or more years of progressive marketing experience, with at least three years in a leadership role
Proven track record of developing and executing marketing strategies that drive measurable revenue growth
Experience in golf, hospitality, tourism, or destination marketing strongly preferred
Strong knowledge of digital marketing, including web content management, social media management, email/CRM platforms, and paid media
Experience managing external agencies and production partners
Excellent written and verbal communication skills; comfort presenting to senior leadership and external partners
Passion for golf is a plus
Work Location & Schedule This position is based at Boyne Resorts' Michigan properties and is expected to be on‑site the majority of the time, particularly during the golf season or spring through fall. Some flexibility for remote work may be available during the off‑season. The role includes weekend responsibilities during the summer golf season including hosting media and tour operator visits, and may require travel to attend industry events, media engagements, and off‑site meetings.
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Boyne Resorts is one of the largest family‑owned resort companies in the United States, operating premier destinations with 10 ski resorts and 14 golf courses. Founded in northern Michigan, Boyne Resorts has built a legacy of world‑class outdoor experiences spanning multiple generations.
About BOYNE Golf
BOYNE Golf is the brand and marketing entity for Boyne Resorts' Michigan properties. Representing eleven courses and multiple golf clubs across three resort destinations—Boyne Mountain, Bay Harbor, and The Highlands—BOYNE Golf is one of the premier golf destinations in the Midwest and markets to regional, national and international audiences.
Position Summary
The Director of Golf Sales and Marketing is a senior leadership role responsible for driving golf and resort revenue growth across our Michigan portfolio and building the BOYNE Golf brand on a national stage. This role owns the development and execution of a comprehensive marketing strategy across all channels, leads a dedicated golf marketing team, and serves as the steward of the BOYNE Golf brand. The Director works closely with resort leadership, revenue managers, and sales teams to align marketing efforts with broader business objectives. This is a full‑time, year‑round position reporting to the Senior Vice President of Golf Operations.
Responsibilities Key Responsibilities Strategy & Planning
Develop and execute an annual marketing plan that drives revenue growth, increases rounds played, and expands BOYNE Golf's national brand awareness
Collaborate with senior leadership on strategic planning, pricing strategy, and promotional decisions in partnership with revenue managers
Monitor and report on the effectiveness of marketing campaigns; optimizing tactics based on performance data and market trends
Manage the golf marketing budget and allocate resources effectively across channels and properties
Brand & Creative
Serve as the primary brand steward for BOYNE Golf, ensuring a consistent and compelling brand identity across all eleven courses and three resort properties
Direct the development of all marketing materials and content, including photography, video, digital, and print
Collaborate with individual resort marketing teams to align property‑level efforts with the BOYNE Golf brand
Digital & Web
Oversee all web content for BoyneGolf.com, as well as golf‑related content on the respective golf club and resort websites
Lead digital marketing strategy including SEO/AEO, SEM, paid media, and social media content and scheduling
Oversee CRM strategy and email communications, ensuring timely, relevant, and effective outreach and promotion to golf audiences and club members
Public Relations & Media
Build and nurture relationships with golf media nationally, regionally, and locally across all mediums, including digital, print, content creators, and tour operators
Develop and execute a PR strategy that elevates BOYNE Golf's profile in national golf publications and travel media
Sales & Membership Support
Partner with sales teams to develop marketing programs that support group golf sales and resort packaging
Collaborate on the promotion of Bay Harbor Golf Club and Country Club of Boyne membership opportunities with each club's membership director
Agency & Vendor Management
Manage relationships with external agencies, vendors, and production partners to deliver high‑quality creative and marketing executions on time and within budget
Qualifications Experience & Qualifications
Bachelor's degree in marketing, communications, or a related field
Seven or more years of progressive marketing experience, with at least three years in a leadership role
Proven track record of developing and executing marketing strategies that drive measurable revenue growth
Experience in golf, hospitality, tourism, or destination marketing strongly preferred
Strong knowledge of digital marketing, including web content management, social media management, email/CRM platforms, and paid media
Experience managing external agencies and production partners
Excellent written and verbal communication skills; comfort presenting to senior leadership and external partners
Passion for golf is a plus
Work Location & Schedule This position is based at Boyne Resorts' Michigan properties and is expected to be on‑site the majority of the time, particularly during the golf season or spring through fall. Some flexibility for remote work may be available during the off‑season. The role includes weekend responsibilities during the summer golf season including hosting media and tour operator visits, and may require travel to attend industry events, media engagements, and off‑site meetings.
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