THE NOMINATION

Jessica relocated to Alaska after six years in New York as Hunter Mountain's marketing & communications manager. [Since then], she's rebranded the resort regionally and nationally; initiated a major reservations/POS upgrade; and gained major national media coverage. Her emphasis on digital advertising and data has driven our marketing and advertising since her start here, and we've been able to do much more in terms of reaching new customers and building our brand. She also sits on three boards of directors, and volunteers with a local animal shelter.

—Di Hiibner, GM, Alyeska Resort & The Hotel Alyeska

The Interview

What drove you to make a major move, both professionally and personally, from Hunter Mountain, N.Y., to Girdwood, Alaska?

I had always wanted to return to the north after shuttling to and from Scandinavia throughout college. For many years I dreamt of moving to higher latitudes; there is nowhere more beautiful to me than the far north. I feel very much at home.

Can you describe how you've integrated data-driven marketing into Alyeska's strategy?

I've always been a math person, I'm a sucker for statistics. We utilize a lot of transactional data, have high-performing SEO, SEM/PPC (search engine marketing/pay-per-click) and use a variety of digital marketing tactics. The more opportunities you create to collect information from your visitors, the more doors you open to serve them a product or service they are looking for—and will ultimately appreciate when you deliver.

You've had success driving new business to the resort. What tactics and strategies have you instituted to achieve this?

I think it's a combination of branding, market saturation and really striving to capitalize on peoples' idealization of Alaska. Each season, there are distinct populations to consider: in the late fall and early winter, our local, state and regional market; when the helis start up in February; long-haul and international travelers; and in the summer, we're a world-renowned international destination. Despite technological advances, the old adage rings true: know your audience.

What do you love about your work, and what is the most challenging?

On the macro level, the opportunity to sell Alaska as a package experience is the best part of my job. More specifically, picking through data and looking for consumer trends would be the highlight. As my career has progressed, I've learned that managing tactical operations well takes a team effort. I enjoy the constant focus on big-picture strategizing and the ability to assess our planning and execution from different points of view. I would say this has been my area of greatest growth and my largest challenge.

What has been the most rewarding aspect of picking up your life and moving to the great north?

I arrived here with a lot to learn—about working with people, shouldering a lot of responsibility, and interacting with so many different personalities. I took a chance, loaded up my car, and drove all the way here not knowing anyone. I reflect on that sense of adventure to the fullest extent every day. The return on investment is infinite, personally and professionally.

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