Vail Resorts’ new chief marketing officer held same role at PepsiCo

BROOMFIELD, COLORADO Vail Resorts Inc. has appointed Kirsten Lynch as is new chief marketing officer, responsible for brand marketing, advertising, customer relationship management, market research, pricing, e-commerce, online marketing and strategic alliances.

Lynch joins Vail Resorts from PepsiCo in Chicago, where she was chief marketing officer of the Quaker foods and snacks division from 2009-2011. She led the brand marketing, consumer insights and shopper marketing organization for the US$2 billion net revenue division. Prior to that, she was vice president of marketing for Kraft Foods’ cheese and dairy business unit.

“I’m thrilled to have someone with Kirsten’s outstanding track record with world-class, global marketing organizations, such as PepsiCo and Kraft Foods, join our company and lead our very talented marketing team,” says Vail Resorts Chairman and CEO Rob Katz. “Our company has made huge strides across all of our guest engagement efforts, and Kirsten is perfectly suited to build on that success and continue to add best-practice approaches from outside of our industry to all of our marketing activities.”

Lynch holds a bachelor’s degree in marketing from Illinois State University and a master’s degree in business from Washington University in St. Louis. Lynch is an avid skier and enjoys hiking, biking and sailing.