How NZSki Drives Loyalty and Retention Through Customer-Led Marketing

Join us at Mountain Club for an exclusive Marketing Association event featuring Ella Spittle, CRM & Marketing Automation Lead at NZSki, sharing insights from one of New Zealand’s most iconic tourism and leisure brands. The session will be followed by Q&A and networking, offering attendees the opportunity to connect with peers, exchange ideas, and continue the conversation in Mountain Club’s relaxed environment. This event is ideal for marketers interested in brand strategy, experience-led growth, and the intersection of tourism, lifestyle, and commercial performance.

Overview:

Ella will share how NZSki is using marketing automation and customer data to deliver campaigns that drive loyalty and retention. The session will explore how understanding customer behaviour shapes when, where, and how NZSki engages with guests – enhancing on-mountain experiences and strengthening brand affinity beyond the ski day.

Using NZSki’s Spring Shred Challenge campaign, winner of Best Campaign on a Shoestring Budget at the 2025 New Zealand Marketing Awards, as a key example, Ella will show how these approaches translate into real-world outcomes.

The session will include practical insights into:

• How NZSki designs customer-led, behaviour-based campaigns that support clear business objectives
• How segmentation strategies, personalisation, and AI tools are moving the business closer to delivering 1-to-1 communications at scale
• Where NZSki's customer engagement strategy is heading, including the growing role of mobile and digital experiences

Bio:

Ella Spittle is the CRM & Marketing Automation Lead at NZSki, responsible for driving digital engagement and guest loyalty across Coronet Peak, The Remarkables, and Mt Hutt. She delivers customer-led marketing by combining automation with data‑driven campaign design.

A certified Braze Digital Strategist and Technical Architect, Ella recently led the platform’s integration into NZSki’s tech stack. Her work has powered award-winning campaigns – including “Spring Shred Challenge” – and has helped evolve NZSki’s CRM capability through more personalised, multi-channel customer experiences. In 2019, she was named the Go with Tourism Rising Star by the Tourism Export Council of New Zealand for her impact on tourism marketing.

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