The Objective

Deliver 100% accurate snow data to 10k+ daily users before 7:00 AM.

The Strategy

Syncing on-mountain photography with SEO-optimized WordPress updates and Social Stories.

The Tools

WordPress, Canva, Looker Studio, High Resolution Camera, and mobile content suites.

Data Intelligence & Verification

I act as the central hub for mountain information before 7:00 AM. This involves synthesizing raw data from weather models, automated snow sensors, and direct radio communication with Ski Patrol. By cross-referencing these sources, I ensure that every 'inch' of data reported is 100% accurate, and mountain conditions are accurately reflected—protecting the resort’s reputation and providing guests with reliable travel data.

Multi-Channel Content Management

Once verified, I translate technical mountain data into the resort’s brand voice. I manage the daily WordPress 'Snow Report' update, ensuring all SEO metadata, trail status, F&B, lifts, and all other are current. Simultaneously, I draft and deploy the early-morning report email to a subscriber base of 500+ guests, driving the first wave of daily website traffic

Omni-Channel Distribution

Information is only valuable if it’s accessible. I manage the synchronization of data across third-party platforms like SnoCountry and OnTheSnow, and our direct snow phone message line to maintain a consistent digital footprint. I also bridge the gap to the physical guest experience by updating on-mountain whiteboards and guest service displays, ensuring a seamless flow of information from the web to the lift line.

Storytelling & Social Engagement

I provide 'visual proof' of the morning's data through high-impact vertical video and photography. By capturing real-time conditions on-mountain, I create authentic Instagram Stories that convert static statistics into 'the stoke.' This content serves as the primary engagement hook, driving social shares and motivating last-minute ticket purchases.

Analytics-Driven Content Optimization

Instagram Story Analysis

I synthesized a month of Instagram performance data into Looker Studio to identify true drivers of engagement with my snow reports. My analysis debunked the assumption that snowfall directly correlates with increased profile activity. Instead, I discovered that Day of the Week is the primary driver, with a significant weekend surge. This indicates a 'day-of' planning behavior, suggesting marketing spend should be aggressively weighted toward Friday-Sunday.

Key Technical Findings:

Timing over Weather: Weekend traffic consistently outperformed heavy snowfall days, identifying a predictable user habit.
Link Friction: Stories containing external links showed a measurable drop in interactions and profile visits. This suggests users prefer 'frictionless' content consumption on platform.
Strategic Shift: Based on these findings, I recommend a 'social-first' content strategy for peak days.

Competitive Market Analysis & SEO Strategy

An end-to-end SEM and CRM lead-capture funnel built with Semrush, Google Ads, and HubSpot

The Objective

To identify high-value search gaps in the regional ski market and design a "Lead-to-Customer" funnel that converts organic traffic into loyal resort guests.

The Strategy

A 4-stage "Growth Audit" using Semrush to spy on competitor keyword vulnerabilities, Google Ads to capture high-intent searchers, and HubSpot to automate the guest journey.

The Tools

Semrush: Competitive andkeyword gap analysis.

Google Ads: Campaign architecture

HubSpot: Lead-capture forms

Canva: Professional ad creative and visual mockups."

Competitive Keyword Analysis

Semrush Competitive Gap Analysis & Search Intent
I analyzed our resorts closest competitor Loon Mountain’s organic search profile. I identified a high-intent 'Commercial' keyword—'Best places to visit in winter in New England'—where the competitor currently holds a ranking advantage. Despite the high volume of search results (140M), the Keyword Difficulty is 0%, indicating a total lack of optimized content from regional rivals. A KD of 0% presents a prime opportunity for rapid organic growth. By developing a comprehensive 'Winter Guide' optimized for this specific long-tail phrase, we can bypass the high cost of 'Branded' search and capture tourists in the early planning phases of their vacation. At a CPC of $0.44, this represents an incredibly cost-effective acquisition channel compared to more competitive regional terms.

SEM & Ad Architecture

The Google Ads Capture (The "Interceptor")
I engineered a Google Search campaign designed for maximum Click-Through Rate (CTR) and an optimal Quality Score. In this 'Spec' execution, I utilized tiered headlines to address the user's search query while highlighting a clear Value Proposition: skipping the crowds. This architecture demonstrates my ability to craft high-performing ad creative within strict technical constraints while maintaining a tone that resonates with the target demographic.

Lead Capture & Funnel Optimization

Conversion-First
I built a dedicated conversion path in HubSpot to solve the primary problem of paid traffic: high bounce rates. Instead of sending users to a generic homepage, I developed a high-value 'Lead Magnet', an Insider’s Winter Guide, to incentivize contact sharing. This effectively transitioned anonymous search traffic into owned CRM leads, allowing for long-term email nurturing. The journey concludes with a strategic 'Thank You' page that serves a dual purpose: fulfilling the original promise (the guide) and offering a secondary 'bottom-of-funnel' CTA for lift tickets and lodging. This ensures that even if a user isn't ready to buy today, the brand has captured their data for future marketing.