Kirsten Lynch will assume the CEO position on November 1. Photo: Vail Resorts

BROOMFIELD, Colorado — This week, Vail Resorts announced that the company’s chief marketing officer Kirsten Lynch, will be appointed chief executive officer and elected to the board of directors.

Rob Katz, who has been Vail’s CEO since 2006, will be appointed executive chairperson of the board and “remain fully active.”

The move will be effective November 1 this year.

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Lynch joined Vail Resorts in 2011 as CMO. She previously held senior positions at PepsiCo. and Kraft Foods.

“It is an honor to lead Vail Resorts as CEO and build upon Rob’s legacy of reimagining the mountain experience,” Lynch said.

“Looking forward, I am excited about the incredible growth opportunities for Vail Resorts and committed to making our sport and our Company more diverse, inclusive and accessible.”

Lynch is also on the board of directors of Stitch Fix, an online styling service that uses recommendation algorithms and sends clothing items in the mail.

“Over her 10 years with the Company, Kirsten has been responsible for the transformation and success of Vail Resorts’ data-driven marketing efforts and a primary driver of the Company’s growth, stability and value creation,” Katz said.

“After more than 15 years in role, one of my top priorities has been to identify and prepare a CEO for the next chapter in the Company’s growth and success and I am fully confident that Kirsten is that person.”

Ryan Bennett, currently the VP of marketing, will be named the new CMO.