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Lanoue grew up in Vermont, building “poorly shaped jumps” in the backyard and filming friends with an old VHS camera. Jay Peak was the second mountain he ever rode, and it was all downhill from there, literally. He found his way back to the resort after college in Burlington, and made a job for himself creating video content and ramping up social media.
Tell us more about how you got here.
I started teaching snowboarding at Jay in high school and stayed on part-time through college. Later, I decided to go back to being a snowboard instructor. I had no plan at the time for any type of media job, but noticed the resort didn’t really have any videos, so I had a talk with a friend in human resources and my responsibilities became part-time instructor and part-time filming on the mountain. I was offered a full-time position in marketing after a year.
What’s a day on the job look like?
In the wintertime, you gotta go out and find a way to get shots of the mountain and highlight the beauty of it and the challenge of the terrain. Then I deal with all the social channels, read all the comments and reviews and keep track of that, post different content on each page so they’re not all the same, do website updates and help our online manager with digital signage. Also, filming, making sure we get photos and video every day, especially in the winter.
What’s been a challenge?
The big one would be last winter (2015-16), we didn’t really get any snow. Going out and finding ways to show that shredding is still fun was a big a challenge.
Is anyone your mentor?
Steve Wright, my boss. He exemplifies good leadership, he listens to everybody, and he’s passionate about what he does.
In 10 years?
I’d say probably still at Jay Peak, honestly. I see it still being the same avenue, maybe slightly changed, but I still see myself in digital marketing.