A familiar face – Sarah Sherman – is returning to Sierra-at-Tahoe ski resort.
Sierra-at-Tahoe announced this week that Sherman has been named as the resort’s Director of Marketing & Sales. She replaces departing Katie Hunter.
Sierra is less than two hours from Sacramento, located off Highway 50, 12 miles west of South Lake Tahoe. The resort has 48 trails across 2,000 acres, with a base elevation of 6,640 feet and its summit located at 8,852 feet. The resort will close this season on April 20.
Sherman is returning to Sierra by way of Snowbird (Utah), where she was responsible for leading the resort’s communications, public relations and social media. She most recently served as Senior Marketing Manager at Woodward Park City (Utah) and was part of the senior leadership team.
“Sierra-at-Tahoe holds a special place in my heart and coming back in this role feels like coming home,” Sherman said. “I am honored for the opportunity to uphold its unique culture and legacy, and excited to help drive the resort forward with such an incredible team.”
As Director of Marketing & Sales, Sherman will have oversight of all sales, marketing, digital media, events, and public relations efforts related to Sierra-at-Tahoe’s winter, summer and fall products and operations.
Sherman will report to the General Manager and work collaboratively with the resort’s senior leadership team, community, partner and business associations and other affiliate organizations to drive awareness in existing and new markets.
“On behalf of our entire senior team, I’m thrilled to welcome Sarah back to Sierra and having her leading our marketing and sales efforts,” said Dan Healy, Sierra-at-Tahoe Vice President and General Manager. “Having previously worked at Sierra in a communications role, Sarah is uniquely familiar with our brand, our team, and most importantly, our guests. Her experience is sure to be a tremendous asset as we look to the future.”
Sherman’s career in the ski industry began in 2015 as the Snow Reporter and Public Relations Assistant at Mammoth Mountain. From there she spent time at Freekskier Magazine and Windells Camp before coming to Sierra-at-Tahoe as the Content & Communications Manager through the start of the pandemic.
She then moved to Utah and assumed a similar role at Snowbird. During her tenure there, she was responsible for managing the resort’s social media channels and led its comprehensive communications efforts across all lines of business, lodging properties and resort initiatives.
As the Senior Marketing Manager at Woodward Park City, Sherman led the marketing team and strategy, and helped make resort operating decisions.
