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Director of Sales & Marketing

Posted March 22, 2021

Shore Lodge
McCall, ID
Come see why we never want to leave... This mountain resort destination does not dissapoint!

About This Job

This position is responsible for the oversight of company marketing, brand management and sales efforts. This position will maintain positive interdepartmental communications; contribute to the overall direction and operation of the property and to effectively control and minimize all marketing expenses while exceeding overall budgeted revenues and occupancy. This position is responsible for directing, controlling, and implementing strategies to maximize overall revenue through marketing, sales, promotion, advertising, and public relations that will impact positively on Shore Lodge, Whitetail Club and The Cove.


  • You are a highly motivated and results driven individual with the ability to motivate a team
  • Your team loves working for you and sing your written and verbal communication praises
  • You are motivated by designing and implementing new strategies and activities that maximize revenue


  • Drive rate growth and market share with both transient and group business. Strategic planning, qualifying prospects and developing action plans for direct reports
  • Plan and manage the overall sales, marketing, and revenue management efforts for Shore Lodge, Whitetail and The Cove
  • Responsible for short/long term planning and day to day operation of the sales and marketing department
  • Recommend appropriate marketing, advertising and sales plans and programs
  • Manage within approved plans and budgets
  • Oversee, train and motivate the sales team to meet and exceed sales goals
  • Conduct regular performance/salary reviews. Coach, counsel, discipline and develop individuals to enhance productivity and growth
  • Responsible for company communication and training of promotions
  • As a senior team member work with others to develop, recommend, implement and manage the department’s annual budget and marketing plans
  • Accurately forecast revenues as well as occupancy goals based on evolving market conditions
  • Meet and exceed lodging and revenue goals
  • Understand demand and sources of business for each segment. Balance these segments in accordance with supply and demand as well as annual goals and objectives
  • Translate marketing plans into action and manage these actions with the ultimate goal of achieving budget goals
  • Develop and maintain a positive presence on behalf of the Company in the local community. Attend local chamber events, charities, and other association meetings on behalf of the Company.
  • Develop and continually enhance relationships with internal and external guests, industry/community organizations, peers, professional associations and the media
  • Update website with current events, as well as send out weekly eblasts to local and external databases
  • Survey, review and analyze competition, market trends, guest needs and comments in an effort to develop/modify new plans, actions and programs
  • Aid in developing brand identity and related positioning and messaging to help inform the creative process
  • Actively coordinate all external marketing and sales companies that assist the lodge in our efforts. This includes PR firms, creative and website companies, and all 3rd party booking companies
  • Maintain brand integrity and ensure style guidelines are met across advertising, and all other internal and external communication
  • Manage brand guidelines to ensure all vendors and internal audiences follow them and update them as necessary
  • Analyze consumer trends and information to help identify future sources of growth
  • Hold responsibility for being the knowledgeable resource in the company as it relates to the brand and champion the brand throughout the organization with partners and external agencies
  • Brand the platform to include a definition of the brand vision, promise and value proposition as well as positioning, personality, voice, tone and manner
  • Leverage consumer insights to develop brand and product positioning and benefit ladder frameworks
  • Create and execute the brand strategies and marketing plans for Shore Lodge, Whitetail and The Cove
  • Perform special projects and other tasks as assigned
  • Become well versed in all resort operations to be able to assist at all times
  • Understand and comfortably navigate the lodge’s property management system to be able to accommodate all guest requests, as well as our group booking PMS
  • Participate and have direct oversight with site visits. To include potential group business, writers/bloggers and FAM trips
  • Manage to the business needs, which may require weekend and holidays duties.


  • Bachelor’s degree in Marketing or a related field
  • 5+ years proven marketing and sales experience AND prior successful management experience
  • Ability to sell concepts and ideas to peers and ownership team
  • Excellent abilities with computers, and various Microsoft office products
  • Forecasting skills based on market trends and specific property trends
  • Ability to create and manage budgets
  • Ability to write and execute marketing plans
  • Previous Travel and Hospitality experience
  • Knowledge of property management systems

compensation: 95,000 + DOE


About this Employer

Shore Lodge

501 West Lake St
McCall, ID 83638

Telephone (208) 630-0226
Reservations (800) 657-6464

77 Room Resort

Since 1948 The Shore Lodge has been offering guests the quintessential lodging experience set against a backdrop of pure Northwest Nature. 

The Shore Lodge

Occasionally you need a place free from the daily grind and filled with new frontiers…literally.
Outside our lodge you will find an unrivaled mountain lake sanctuary. Inside you’ll discover luxuriously appointed guest quarters with all the accoutrements expected from a Four Diamond Resort.

  • The Cutwater, enjoy your dining experience at the newly renovated Cutwater Restaurant and choose either the expansive view of Payette Lake or Idaho's Largest Saltwater Aquarium.
  • The Narrows Steakhouse offers fine dining with unrivaled Pacific-Northwest fare served in an unforgettable setting.
  • What’s better than coffee and shopping?
    • We proudly serve Starbucks beverages and grab and go foodies at our new coffee shop!
The Mercantile
The Mercantile offers the finest mountain couture in McCall. Luxury fashions from Patagonia, Tolani, Prairie Underground, Pistil, and many others have been hand-selected from around the country to satisfy your fashion fix!

The Cove

The McCall outdoors presents endless opportunities for vigorous adventure and sport. It is a constant fascination that lures us daily. Occasionally though we need a respite from the pursuit. An opportunity to reflect on our past excursions and take stock of our efforts. For this we have discovered another form of adventure. One for our spirit as much as our physical-self.  

Meetings & Events

We don’t know about you, but it seems like our best thinking has always been done in tranquil places. A location that inspires and resets your perspective about the issues. Our meeting spaces do just that. With thirteen venues totaling just over 19,000 square feet, we have the perfect space for your meeting or event. Our state-of-the-art technology provides the finishing touches to ensure a world-class event. We’ve been told that our approach is somewhat unconventional, but the results are spectacular.

We’ll take that as a compliment.


We’d like to think that some of the world’s most romantic weddings take place right here. Our combination of rustic elegance and natural beauty provides a backdrop for weddings like no other. No matter the season, weddings are always magical here.

The Whitetail Club

Whitetail Club embraces everything you have come to expect in fine mountain living. Beautifully crafted homes on generous lots complement the profound beauty of the land – 1,300 acres of old-growth Ponderosa pine forests, streams and trout ponds. Living at Whitetail comes with generous amenities including membership to our championship golf course, athletic complex with indoor tennis court, private Fish & Swim Club, ten miles of paved walking paths and the only McCall community with Payette Lake access. Learn more about Whitetail Club.

Learn more about what is happening at the Shore Lodge!