Anna Segal: marketing in vancouver, British Columbia

Whitecap Alpine is a backcountry lodge and adventure guiding operation, based between Squamish and Pemberton, BC. The majority of their business is based around the McGillivray Pass Lodge, situated just north of Whistler. Through the winter Whitecap runs guided ski touring trips out of the lodge, and in the summer, guided hiking getaways. The business also offers guided overseas ski touring trips in Norway, the European Alps, and Japan. My role as Whitecap's Marketing Manager encompassed: • Digital marketing, including social media, influencer campaigns, website updates (Wordpress), SEO, Google Ads, email campaigns, and online advertising opportunities • Branding and brand strategy • Copywriting • Media relations • Producing film and photo shoots • Event planning • Sponsorship and brand collaborations • Public Relations • Directing content creation.

I spent 10 years competing on the international Freeski circuit in Slopestyle skiing, winning Gold, Silver and Bronze at Winter X-Games, taking Gold at the FIS World Championships and placing 2nd on the AFP Overall World Tour (2012). From 2012 to 2014 I worked with the Australian Institute of Sport and was part of the Olympic Winter Institute of Australia’s sport scholarship programs. In 2014 I made my debut as an Olympic athlete for Australia at the Sochi Winter Olympics Games (placing 4th). This was an experience I will never forget. However, it also marked the end of an era. After the Olympics I branched out to develop my backcountry skiing skills, and moved to Whistler in order to pursue freeride skiing for the camera. I hold a degree in Liberal Arts & Commerce (Monash University, 2015) and I have adapted the skills I learnt at university to produce outdoor content. I co-produced my first feature film, Finding The Line (2018) alongside my sister, Nat Segal. The film has been screened at film festivals and events across the world and was recently purchased by Red Bull Media House. I more recently produced and skied in the short film, 23.4 Degrees, which was selected as a finalist for the 2023 Banff Mountain Film Festival and is currently available to watch out Outside Watch's online channel. • Olympian. 2014 Australian Winter Olympic team - Sochi, Russia (4th place Slopestyle Skiing) • X-Games Gold, Silver, and Bronze Medalist (Slopestyle Skiing) • 2011 FIS World Champion (Slopestyle Skiing) • Appeared in ski films by Warren Miller, The Blank Collective, Whistler Blackcomb, Savoie Mont Blanc, Sun Valley, The North Face • Produced two of my own ski/ outdoor films: Finding The Line, and 23.4 Degrees • Protect Our Winters Canada ambassador https://www.annasegal.com/

23.4 Degrees is a short outdoor film that explores our innate human affinity with seasonal change and the role it plays in connecting our modern lifestyle to the natural world. Completed in September 2023, the film has already been selected as a finalist for the Banff Mountain Film Festival (2023), IF3 (2023), Vancouver International Mountain Film Festival (2023), Whistler Film Festival (2023), and went on tour across Canada for the MEC x Protect Our Winters Canada Season Opener Events (Oct/ Nov, 2023). As the film’s Producer, I assembled the creative team, created the film pitch, raised finances, handled contracts, sponsorship deliverables, budgets, timelines, film screenings, and distribution. As the film’s co-writer I worked with Leslie Anthony, a prolific naturalist and environmental author, to write the film’s script and adjust it to the visuals captured by the cinematographers. The film is available to view on Outside Watch: https://watch.outsideonline.com/234-degrees/3LVVIHod

The Copeland is a small boutique lodge, located in the heart of Revelstoke, British Columbia. The most recent owners of The Copeland wanted a complete rebrand of the property and business. The goal was to convey the old world charm of the heritage building, mixed with the new world amenities and comforts the lodge offers. I was responsible for renaming, rebranding and establishing this new venture.

Finding The Line is a documentary film that uses skiing as a vehicle to discuss fear. I managed the development, production, post-production, film tour, and marketing of the film, together with co-producer, Nat Segal. Throughout the film I shared the marketing and brand liaison role with my co-producer. We worked closely with sponsors and publications such as K2 Skis, Destination BC, Whistler Blackcomb, Revelstoke Mountain Resort, Air New Zealand, Bollé Eyewear, Icebreaker Merino, Oyuki, Freeskier Magazine, and Backcountry Magazine to deliver marketing packages, which included photo and video content, editorial, social media collaborations and marketing videos. I also worked on the ‘soft release’ of the film, including three key premieres in Whistler, Chamonix Mont-Blanc and Australia. In this role I managed the events, sponsorship, PR, and marketing. At each event, we collaborated with partners to put together original and unique promotions. Five of the seven shows were sold out and we had a total in-person audience of 2,500 people. We have since sold the rights of the film to Red Bull TV and is available to view here: https://www.redbull.com/ca-en/films/finding-the-line-film My position as Producer and Marketing Director involved: • Raising finances for film production and post-production • Location scouting and film trip logistics • Writing sponsorship proposals and contracts • Writing film grant applications • Creating and managing online crowd-funding • Merchandise design • Budgeting film expenses • Marketing film to a wide audience through traditional ski media, social media and mainstream media • Creating partnerships with key international media and PR representatives • Writing website content • Organising interviews • Delivering media content to film sponsors and partners • Managing film screenings and distribution opportunities.

Momentum is one of the largest summer ski/ snowboard camps in the world. Running from early June to mid-July, the camp combines the worlds of slopestyle (park), moguls, freeride skiing, and snowboarding. Momentum specialises in teaching young, up and coming skiers and snowboarders from across the globe, using the sport's top athletes as coaches. For the last 26 years Momentum has continued to help push the boundaries of snow sports. As Marketing Manager for Momentum, my job involved: Digital marketing, including social media, website updates, email campaigns, and online advertising opportunities Managing guest athletes Media relations Print advertising Brand merchandising Sponsorship and brand liaison Public Relations Producing film and photo shoots Managing a five person media team.