Vice President of Digital Marketing and Ecommerce

Job Title: Vice President of Digital Marketing and Ecommerce

Salary: $225,000 Annual Bonus

Company: Reef

Location: Utah (Lehi, Park City, and Ivins)

About the Company:

Reef Capital Partners is a Utah-based investment firm founded in 2005 with offices throughout Utah, Virginia, Colorado, Tennessee, and Hawaii. Reef focuses on commercial real estate lending and development across the U.S.

Since 2005, Reef's team has completed more than 500 transactions. In addition to Reef's real estate investment strategy, Reef and/or affiliates own and operate various businesses that add significant long-term value to its projects. Reef has grown rapidly over the past few years, growing from about 25 employees to well over 350, and managed assets on behalf of over 750 institutional and individual partners worldwide.

With a motto of "Expect the Best", some of Reef's most prominent developments include Black Desert Resort, a $2 billion luxury resort in Ivins, UT, Marcella, a luxury private golf community based in Park City, Utah, and Cutalong at Tributer Resort, Virginia's newest premier lakeside golf destination.

At Reef, our mission is to recruit, develop, and retain entrepreneurial individuals who desire to build and create something long-lasting and meaningful. Our business enables bright, committed people to work in high-performing teams within an environment that allows each person to achieve their professional objectives. Reef values a strong culture dedicated to the health and well-being of our employees. Reef's team is currently involved in some of the most prominent development transactions in Utah and other targeted geographies across the United States.

Position Overview:

The Vice President of Digital Marketing & Ecommerce will lead Reef's digital strategy, marketing technology stack, CRM/email marketing, and web infrastructure to drive measurable business outcomes across a diverse set of consumer-facing businesses, including investments clients, real estate buyers, hospitality guests, as well as social & golf club members.

This is a hands-on leadership role focused on designing, implementing, and optimizing Reef's digital ecosystem - from website platforms to CRM/email and marketing automation - to generate demand, drive sales, and deepen customer engagement.

You will directly manage one team member, oversee external web development and marketing technology partners, and collaborate cross-functionally with internal stakeholders in sales, marketing, brand, IT, and operations. You will also work with operating management firms to ensure the marketing and branding reflects the overall Reef vision, as it applies to each entity.

Responsibilities:

The Vice President of Digital Marketing & Ecommerce will lead the development of Reef's marketing technology stack, CRM/email marketing, and web infrastructure for all audiences including investments clients, real estate buyers, hospitality guests, as well as social & golf club members.

• Marketing Technology Stack Strategy
  • Architect, implement, and manage Reef's marketing technology ecosystem, including CRM, marketing automation, CMS, email, e-commerce, and analytics platforms in concert with all the operating source systems such as real estate sales platforms, restaurant booking systems, and golf amenity platforms, for example.
  • Design technology solutions (e.g., chatbot) and/or emerging technologies across business lines. This includes writing the business case, evaluating vendors, overseeing execution,
  • Oversee the Pardot portion of Reef's Salesforce instance, enabling a centralized business development function and unified customer view.
  • Develop data-driven audience segmentation, personalization, and automation strategies that support sales and marketing goals.
  • Collaborate on cross-platform data strategies to ensure seamless user experiences and actionable insights across systems.
  • Design solutions for easy-to-use desktop, mobile and/or app experiences.

• Website Development, Optimization & E-commerce
  • Lead the rebuild and modernization of Reef's portfolio of websites, ensuring best-in-class UX, SEO, and conversion performance.
  • Manage external web development agency(ies) to ensure brand-aligned, scalable, and user-centric digital experiences.
  • Oversee e-commerce strategy and site optimization for Black Desert Resort and future online properties, focusing on driving sales, transactions, and bookings.
  • Implement and iterate on CRO (conversion rate optimization) strategies, including A/B testing, content optimization, and user journey mapping.

• CRM, Marketing Automation & Campaign Strategy
  • Lead strategy and execution of CRM and multi-tiered marketing campaigns, including drip, lifecycle, lead nurturing, and loyalty programs for Reef's portfolio.
  • Develop and execute multi-step, highly personalized campaigns to nurture leads and drive conversions, with focus areas in real estate sales, hotel bookings, e-commerce purchases, F&B reservations, and club memberships.
  • Establish best-in-class marketing automation practices, including lead scoring, behavioral triggers, and sales alignment.
  • Work cross-functionally to integrate customer lifecycle insights into campaign development and optimization.
  • Develop and share reporting on these initiatives at a regular cadence.

• SEO, Analytics & Reputation Management
  • Drive Reef's SEO strategy, including technical SEO, content optimization, and backlink development, to improve organic traffic and visibility.
  • Ensure analytics and reporting initiatives support the Marketing & Advertising objectives, and accurately measure performance across all digital channels, including ad tagging, attribution modeling, and funnel analysis.
  • Oversee online reputation management, ensuring brand alignment across digital channels, responsiveness to customer feedback and best online presence for Reef.

• Team Leadership & Collaboration
  • Partner with sales, IT, brand, and operations teams to align digital strategies with business priorities.
  • Foster a culture of collaboration, innovation, and performance, with a focus on delivering measurable results.
  • Manage a lean marketing team.

Qualifications:

• 8 years of senior-level digital marketing leadership experience with proven success in marketing technology, CRM/email strategy, website and e-commerce optimization.
• Strong marketing technology strategy and design experience, including CRM, email, CMS, automation, and analytics.
• Proven expertise in developing multi-tiered, lifecycle, and nurture campaigns, ideally for real estate, hospitality, e-commerce/retail, or membership businesses.
• Proven ability to design, pitch and convey marketing strategy to peers and senior executives.
• Experience with Salesforce and/or Pardot, or similar products and their integration and across complex ecosystems is essential.
• Solid experience leading website development and optimization, including UX, SEO, and analytics.
• Strong e-commerce acumen, with a track record of driving measurable results in online sales and transactions.
• Awareness and/or experience with food and beverage, club membership, hotel, e-commerce, and real estate tech stacks.
• Experience installing and leveraging pixels, tagging, UTMs and other marketing tracking tools.
• Data-driven approach to marketing, with strong analytical skills and experience leveraging data to optimize campaigns and customer journeys.
• Excellent project management, communication, and leadership skills, with a history of cross-functional collaboration and external agency management.

Company Benefits:

• 401(k) Plan with Company Match
• Generous Health Plan with HSA Match
• Flexible Paid Time-off
• Daily Company Lunches
• Cell Phone Service Allowance
• Discounts at Company-owned Resorts and Golf Courses

Salary : $225,000