SVP, Sales & Marketing

Under Canvas is seeking a dynamic, business-driven Sales and Marketing leader who thrives in high-growth environments and has a proven track record of go-to-market strategy: growing revenue, building brands, leading teams, and innovation in the hospitality industry. Reporting to the CEO and a key member of the leadership team, the SVP, Sales and Marketing will set and lead the strategic direction of the sales, marketing, distribution, brand management, and contact center disciplines. This leader will also own the website and ecommerce efforts. They should be data-driven, innovative, and develop commercially integrated go-to-market plans that drive direct channel growth, brand equity, and guest lifetime value.

The SVP Sales & Marketing will work closely with their peers in operations, revenue management, and finance to grow the company and deliver results.

This role is open to fully remote candidates located in the United States; it will require travel for in-person meetings and visits to Under Canvas locations as needed.

Responsibilities and Experience (listed in order of importance of depth of knowledge and prior experience) --------------------------------------------------------------------------------------------------------------

eCommerce

* Oversee website performance and develop a multi-phased approach to significantly improve the website experience, conversion rates, and booking flow * Ensure a constant stream of innovation, testing, and improvements to the booking flow * Regularly report on website performance, key trends and growth opportunities Distribution ----------------

* Manage and optimize Hyatt, OTA, credit card and other 3rd party distribution partnerships, working closely with the Revenue Management team * Identify, evaluate and onboard new distribution partners to expand reach and drive incremental revenue * Partner with Revenue Management to drive distribution technology strategy and connectivity Trade Sales / Travel Advisors / Consortia ---------------------------------------------

* Build and execute on a business plan to increase our share of bookings generated through travel advisors * Analyze the ROI and financial impact of different trade sales opportunities and adjust resource allocation accordingly Group Sales ---------------

* Lead the group sales function, setting goals and maximizing our team deployment * Improve the group sales lead funnel, processes and execution CRM, Email & Guest Retention ---------------------------------

* Own the CRM strategy and guest database, developing segmentation and lifecycle marketing programs that drive repeat visitation and increase guest lifetime value * Oversee email marketing strategy, ensuring campaigns are data-driven, personalized, and tied to measurable revenue outcomes * Define and track database growth, engagement, and retention KPIs as core commercial metrics Brand Management --------------------

* Own the overall voice and brand positioning, assisting with internal and external communications * Partner with PR agency to develop and execute against annual plan * Direct social media efforts to expand brand awareness, engagement and conversion * Direct influencer and content creator strategy with clear performance metrics, ROI expectations, content usage rights, and compliance * Own Under Canvas’s online reputation strategy across Google, TripAdvisor, Booking.com, and other key platforms; partner with operations to drive proactive review generation and brand-consistent response protocols * Manage existing brand partnerships and cultivate new ones aligned with the brand’s lifestyle positioning and target audiences * Maintain an active, structured view of the competitive landscape across outdoor hospitality, experiential travel, and adjacent lifestyle categories Performance Marketing -------------------------

* Lead performance marketing team, overseeing the strategy, budget, and metrics * Innovate to improve the returns on our marketing spend, including monitoring evolving search trends, particularly Generative AI and AI-powered search behavior * Lead SEO strategy across traditional and AI-driven search surfaces, ensuring organic visibility keeps pace with the evolving search landscape * Develop and execute a Generative Engine Optimization (GEO) strategy — monitoring how AI platforms represent the brand, identifying gaps, and structuring owned content to maximize discoverability Contact Center ------------------

* Support the contact center team in their continual improvement efforts and help provide them all the tools and resources they need to succeed * Ensure the contact center team sales goals are aligned with the broader business and revenue objectives Qualifications & Experience -------------------------------

• Bachelor’s degree required
• 10+ years of leadership in the travel industry
• Significant experience in a corporate / above-property role at a multi-unit, branded operator - preferably in the hotel or resort space
• Track record of revenue growth and beating sales goals
• Experience building budgets, forecasting, reporting results
• Track record of new hotel or resort openings, including developing and leading go-to-market plans
• Excellence in designing and presenting CEO / board level presentations
• Highly analytical and data-driven with experience partnering with cross-functional stakeholders, including field leaders, to drive results.

Leadership Attributes

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* Team Leadership: Passionate, high integrity leader who can inspire their teams. Possesses the energy, sincerity and drive to engage and build meaningful relationships, grounded in trust, with a diverse and distributed team. Genuinely excited to spend time “in the business”, with the team, and always understands the “pulse” of the team. Balances inspiration and accountability. Embodies and drives the core values. Leads with calm during times of stress. * Growth/Optimization/Scale Mindset: Has an ability to both develop a strategy and lead the organization in its execution. Eager to take on new challenges with an open mind, while respecting the team, peers, and leaders. Possesses the ability to solve problems and lead the charge on tackling complex issues. Leverages data and analytics to drive business decision-making. * Ownership and Mastery of Craft: Focused on outcomes. Able to deliver on commitments while installing the right amount of process to enable steady performance. Flexible in approach to deliver quality and excellence in the face of high growth and unexpected challenges. A relentless execution expert with confidence in her/his expertise in core areas. Always learning, optimizing and improving. * Collaboration and Influencing: Will have the gravitas, willingness, and ability to work effectively at all levels of the organization. Facilitates connection and collaboration across the business. Brings the “playbook” to the table but has the flexibility and humility to adapt to business and stakeholder needs. Will contribute skill and experience with generosity and be willing to work with anyone to drive real business impact. Balances strong quantitative and analytical skills with the emotional intelligence needed to influence organizational outcomes. * Effective Communication Skills: High integrity, no-nonsense approach. Knows how to communicate through the brand voice and at all levels of the organization. Understands how to communicate through a decentralized organization. Quick and to the point. An active listener. * Innovation and Entrepreneurialism: Ability to thrive in a dynamic, fast-paced environment. Relentless focus on improvement and raising the bar. Balances scrappiness and execution with business maturity, prioritization and thoughtfulness. Is curious, agile, a self-starter and welcomes challenge as a conduit to improvement. Can be creative with resources and has a history of getting things done in complex environments. About Under Canvas ----------------------

Under Canvas is the leader in outdoor hospitality, founded in 2012 in West Yellowstone focused on connecting guests with nature and one another. Today, the brand includes 15 locations consistently recognized by Condé Nast Traveler, Travel + Leisure, and more as among the best resorts in the U.S. and worldwide.

Guests stay in safari-inspired tents featuring ensuite bathrooms, plush king beds, luxe linens, and wood-burning stoves, with expansive lobby tents designed for dining, gathering, and curated programming—from yoga and live music to campfire s’mores.

With locations near America’s most iconic national parks, and backed by KSL Capital Partners, Blackstone, and BlackRock, Under Canvas is building a multi-brand platform with ambitious growth plans and a world-class team to support its expansion.

Under Canvas strives to provide a comprehensive benefits and compensation package that addresses the needs of our team members. In addition, they can participate in:

• Comprehensive benefits package including medical, dental, and vision insurance, plus a 401(k) program
• Company-provided benefits such as life insurance, short-term disability coverage, and parental leave
• Optional supplemental benefits including hospital indemnity, critical illness and accident insurance, flexible spending accounts, legal services, and an employee assistance program
• Generous discounts on stays across the Under Canvas family of camps and resorts
• Exclusive lifestyle, partner brand, and industry discounts
• Flexible time off to support work–life balance

Under Canvas is an Equal Employment Opportunity Employer who prohibits discrimination, harassment, and retaliation of any kind.

*Compensationwillbedeterminedbasedonfactorssuchasskills,experience,internalequity,andgeographic* *location. This position is eligible for an annual bonus, additional incentives and benefits.*