By Cris Alarcon, InEDC Writer (March 25, 2025) — TWIN BRIDGES, Calif. — Sierra-at-Tahoe has announced the appointment of Sarah Sherman as the resort’s Director of Marketing & Sales. Sherman returns to Sierra-at-Tahoe after holding key marketing roles at Snowbird and Woodward Park City.
“On behalf of our entire senior team, I’m thrilled to welcome Sarah back to Sierra, and to have 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, she 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.”
In her new role, Sherman will oversee all sales, marketing, digital media, events, and public relations efforts related to Sierra-at-Tahoe’s year-round operations. She will report directly to the General Manager and collaborate with the resort’s senior leadership team, community partners, and business associations to enhance awareness in both existing and new markets.
Sherman’s career in the ski industry began in 2015 as the Snow Reporter and Public Relations Assistant at Mammoth Mountain. She later contributed to Freeskier Magazine and Windells Camp before joining Sierra-at-Tahoe as the Content & Communications Manager. During the pandemic, she transitioned to Snowbird, where she managed the resort’s social media channels and led comprehensive communications efforts. Most recently, as Senior Marketing Manager at Woodward Park City, Sherman led the marketing team and strategy, contributing to resort operating decisions.
Ski Sierra This Winter | Sierra-at-Tahoe
“Sierra-at-Tahoe holds a special place in my heart, and coming back in this role feels like coming home,” said Sherman. “I am honored for the opportunity to uphold its unique culture and legacy, and am excited to help drive the resort forward with such an incredible team.”
Sierra-at-Tahoe offers 48 trails across 2,000 acres, catering to a diverse range of skiers and snowboarders. The resort features dedicated learning terrain for beginners, nine terrain parks, South Shore’s only halfpipe (conditions permitting), and expert terrain in Huckleberry Canyon.
