The Challenge
Fairmont Hot Springs Resort is a large, multi-faceted destination with complex marketing needs across hospitality, recreation, retail, food and beverage, and seasonal tourism offerings. The organization required full-scale marketing leadership to manage day-to-day operations, drive engagement across multiple channels, and support revenue growth across departments.
The Strategy
As Marketing Manager, I provided full-service marketing leadership and execution for the resort, including:
- Complete management of the marketing department and team
- Hiring and onboarding of team members
- Development and tracking of quarterly KPI reports and performance insights
- Full digital marketing strategy and execution:
- Website management and updates
- Social media management
- Email marketing (Mailchimp) and subscriber growth
- Google Ads and Facebook Ads campaigns
- Google Analytics reporting and analysis
- Annual marketing budget planning and oversight
- Media buying and coordination (radio, print, newspaper, magazine)
- Internal resort marketing across departments (signage, posters, TVs, guides, promotional materials)
- Coordination with departments to align marketing with sales performance (rooms, spa, ski, golf, etc.)
- Inventory management of marketing materials and branded assets
- Community and internal stakeholder engagement
I also completed the Destination British Columbia Remarkable Experiences Program, focused on experience design, digital marketing, and social media strategy.
Execution Highlights
- Managed all day-to-day marketing operations for a large-scale resort with multiple revenue streams
- Implemented data-driven marketing decisions using KPI tracking and analytics
- Aligned marketing strategy across departments to support occupancy, seasonal events, and retail performance
- Executed multi-channel campaigns across digital, print, and in-resort platforms
- Supported both strategic planning and hands-on delivery across all marketing functions
Results
- 📈 Increased Facebook Page engagement/likes by 18%
- 📈 Increased Instagram following by 65%
- 📧 Increased email subscriber list by 47%
- 🛒 Increased online product sales by 38%
- 🎟 Sold out major events prior to event date (including Beer Festival)
- 🏨 Supported sell-out performance on multiple seasonal accommodation and experience packages
Client Feedback
“Samantha was instrumental in managing our resort’s marketing needs through a period of transition. She elevated our social media and digital marketing, offered scalable and professional services and maintained great relationships with all our departments. It was a pleasure working with you, Sam!”
— Pascal van Dijk, CEO
Ongoing Impact
This role strengthened resort-wide marketing alignment, improved digital performance across all platforms, and supported long-term revenue growth strategies through data-driven decision making and cross-department collaboration.