Learn More
Profile image

Marc Peruzzi

Home Base / Missoula, Montana, USA

MarcP 2015 9632 crp 144dpi scaled aspect ratio 750 440

Overview

Strategy

Brand Strategist Content Strategist Integrated Marketing Strategist

Writing

Journalist Copywriter Essayist Content Strategist Editor Scriptwriter

Biography

My background is in writing and editing, and I still create magazine-style journalism as part of my portfolio. But quality storytelling crosses over to the business world in important ways. Branded or “native” content and content strategies are the obvious corollaries—and I do that work. But there’s much more to brand positioning and content strategies than the tactical stuff.

My specialty is reporting and writing “envisioning” or “critical path” documents that tie operations, product—a ski resort, software, or physical goods—and the vision of a company’s future into one guidebook that informs what a company needs to succeed, not in the silos of marketing and operations, but holistically over the long haul.

That approach is key. Just as you wouldn’t launch a new creative project without a clear concept of the scope, tone, and tenor of the enterprise, you wouldn’t launch or reposition a company without first taking on that hard work of asking questions, collaborating, revising, and identifying  a company’s existential pillars.

Yes, that storytelling includes branding, but although every CEO on LinkedIn will tell you that they are a “brand builder,” when you ask most of them what their brand is they struggle to articulate the thought. As a result, branding is presented as enigma.

It is not as hard as it sounds. In the envisioning documents and books (yes books) I’ve created for multi-billion-dollar clients, it begins with those same fundamentals of good journalism. You ask hard questions. You collaborate. And you spend an inordinate amount of time thinking about the people and ideas that make up a company. Brand positioning and all the rest follows once you’ve built the pillars. The documents serve as guidebooks that are more valuable than brand guides.

Yes, I relish the à la carte work I do in content strategy, native content, and brand and voice guides, but after helping to launch four companies, what gets me excited is the entrepreneurial envisioning work that’s baked into the launch of a new business, a new product, or a new position in the marketplace.

Career Storyline

Statistics

5

Ski Resort Envisioning Books

200+

Magazines Published (Including Custom Titles).

9

Pieces of Orthopedic Titanium Inside

I’m more well known as a writer and editor in the ski and outdoor space, but I’m also a dedicated cyclist—mountain, gravel, and road. I ran Outside’s first bike test and collaborated on many more. And I wrote about bikes, riders, and (sigh) doping for Bicycling, Mountain Bike, Mountain, Men’s Journal, and Outside.

Quote icon

When we were gearing up to envision the future of each original Alterra Mountain Company resort, I immediately recruited Marc Peruzzi for the extended project. His background as a writer, industry observer, and consultant was a perfect fit—as was his lifelong commitment to maintaining the integrity of the sport of skiing though his work. I couldn’t have been happier with his invaluable contributions to the envisioning sessions and beautifully articulated storylines.”

Screenshot 2024 10 24 at 2.24.22 PM aspect ratio 150 150

David Perry

Ascent Mountain Advisors. Credentials: Founding President/COO Alterra Mountain Company | COO Aspen Skiing Company

My first job ski industry job was waxing skis for neighbors in middle school. (My mother was one of the first women to own a ski shop in the world.) Later, I managed ski shops through college. The ski writing and editing I did for Outside led me to the Editor-in-Chief role at Skiing magazine. In addition to my background as a consultant in the ski resort business, which resulted in the envisioning work I did for Alterra Mountain Company, my first foray into ski design delivered the best powder ski in the 2025 Outside tests. That product work was informed from 20 years of directing ski tests and writing about gear. All of which is to say that I understand the outdoor world from inside and outside of companies.

Words have meaning. Until they don’t. If everything is iconic nothing is. “Epic” used to mean suffering. Now it means luxury. If you have to say you are authentic, you aren’t, or, more to the point, your storytelling—visual or otherwise—is failing you. “Branding” only happens after you have a company, and a company is made up of people with a shared vision expressed in words, images, and film. That last bit is the critical path, which I can help with.