Case Study · 2008 — 2009
Internet Marketing Manager · Stowe, Vermont
GoStowe.com was the digital hub for one of New England's most celebrated mountain destinations — Stowe, Vermont. As Internet Marketing Manager and Webmaster, this was a true full-ownership role: responsible for every dimension of the site's online presence, from the technical architecture of the website itself to the paid and organic campaigns driving visitors to it.
The position was an early proving ground for the kind of integrated, accountable digital marketing that would define the next decade of the industry. Budget ownership, creative production, search strategy, web development, and brand stewardship all converged in a single role that demanded both breadth and depth.
SEO and SEM were the primary acquisition engines — building search visibility for a destination brand with strong seasonal demand patterns required a sophisticated understanding of how to match content and paid investment to the rhythms of the ski and travel calendar. Banner ad creative was produced in-house and placed strategically across relevant digital properties to extend reach. Early adaptation of behavioral retargeting which was a new concept at the time.
Brand consistency was a constant priority: every piece of consumer-facing communication — from search ads to the website itself — was held to the standard of the Stowe brand identity. Lead generation and sales channel optimization delivered measurable revenue impact for resort customers, establishing the pattern of data-driven accountability that would characterize every role that followed.