Dan Sherman
Aspen, Colorado
Overview
Many adventure travel, tourism and experience brands have good marketing technicians executing bad strategy. The teams are capable and campaigns are running, but there’s no unifying vision and no senior voice in the room connecting marketing decisions to broader business goals. That’s the gap I fill. I’m a fractional CMO with 25 years of deep, authentic experience in adventure travel and tourism. At Ski.com, I spent 20 years building marketing functions from the ground up, including leading a full rebrand, introducing a new focus on customer lifetime value and establishing the brand as the
About
Many adventure travel, tourism and experience brands have good marketing technicians executing bad strategy. The teams are capable and campaigns are running, but there’s no unifying vision and no senior voice in the room connecting marketing decisions to broader business goals. That’s the gap I fill. I’m a fractional CMO with 25 years of deep, authentic experience in adventure travel and tourism. At Ski.com, I spent 20 years building marketing functions from the ground up, including leading a full rebrand, introducing a new focus on customer lifetime value and establishing the brand as the go-to voice in national media. Now I bring that same strategic leadership to clients on a fractional basis. Based in Aspen, Colorado, I live and breathe this industry and lifestyle. That authenticity, combined with a global network of tourism professionals and journalists, is part of the value I bring to every engagement. My approach is simple: Cut through the noise, align marketing with business objectives and give your team a north star worth executing against. If that's what you're looking for, let’s talk. I'm selectively partnering with a limited number of clients at a time. Specialties - Marketing strategy and vision - Brand positioning and identity - Customer lifecycle and CRM strategy - Visibility strategy including SEO and language model optimization - Partnership activation and management - Content strategy and thought leadership - Marketing analytics and performance measurement - Public relations and communications - Team leadership and development Press Room: Sample of recent articles where I’ve been quoted as an industry expert - https://www.travelandleisure.com/best-places-for-spring-skiing-11903336 - https://www.forbes.com/sites/everettpotter/2025/09/14/why-you-should-ski-in-europe-this-year/ - https://www.cnn.com/travel/uphilling-ski-trend-united-states/index.html - https://www.travelandleisure.com/market-hacking-trend-shopping-around-the-world-11802973 - https://www.nytimes.com/2025/03/11/travel/ski-pass-next-season-sales.html - https://www.nytimes.com/2024/12/19/travel/europe-skiing-budget.html - https://www.washingtonpost.com/travel/2024/09/19/ski-resorts-lake-tahoe-wyoming-sundance/ - https://www.bloomberg.com/news/articles/2024-10-18/ever-want-to-ski-in-japan-this-is-your-year - https://www.travelandleisure.com/affordable-ski-resorts-in-the-us-8756506