Responsibilities

• Build, execute and maintain automated nurture campaigns that support lead engagement, trip discovery, inquiry conversion, booking consideration, re-engagement and repeat travel across the guest lifecycle.
• Develop and optimize multi-step journeys in Salesforce Marketing Cloud, including audience entry criteria, segmentation, decision splits, wait steps, suppression logic, personalization rules and exit criteria.
• Translate campaign briefs and business requirements into audience strategy and campaign logic, leveraging CRM attributes, behavioral signals, guest history, trip interests, engagement data and suppression rules.
• Execute email campaigns from build through deployment, including template assembly, version management, stakeholder approvals, scheduling, targeting validation and on-time launch execution.
• Implement personalization and dynamic content using data-driven logic to deliver tailored subject lines, content modules, trip recommendations, and conditional messaging experiences across audience segments.
• Apply technical email production expertise to build, edit and troubleshoot email templates and content blocks, utilizing HTML, CSS, AMPscript (or similar scripting languages) and modular email design principles.
• Own campaign QA, testing and optimization, validating audience logic, personalization, dynamic content, rendering, links, tracking, suppression rules and overall campaign accuracy while executing A/B and multivariate tests to improve performance.
• Partner with marketing, analytics, CRM and technical teams to ensure accurate data integration and flow between Salesforce Sales Cloud, Salesforce Marketing Cloud and related systems.
• Maintain campaign documentation and operational excellence, including journey maps, segmentation rules, QA processes, naming conventions, deployment procedures, data quality standards, audience governance, deliverability best practices and compliance requirements.
• Monitor campaign and journey performance, analyze key metrics and identify opportunities to improve engagement, conversion, journey progression and overall nurture effectiveness through cross-functional collaboration.

Requirements

• Must have 4+ years of experience in CRM, lifecycle marketing, email marketing, marketing automation or digital engagement, preferably within a direct-to-consumer (DTC) business environment.
• Must have hands-on Salesforce Marketing Cloud expertise, including Journey Builder, Email Studio, Automation Studio, Content Builder, and automated journey development.
• Working knowledge of Salesforce Sales Cloud, CRM integrations and customer data ecosystems, including how customer attributes, engagement signals, behavioral data and customer status inform segmentation, personalization and campaign orchestration.
• Experience building and managing lifecycle marketing programs, including lead nurture, inquiry nurture, abandoned browse, re-engagement, post-trip, repeat purchase, loyalty, referral and other automated customer journeys.
• Strong understanding of lifecycle marketing strategy, including audience segmentation, personalization, customer journey orchestration and translating business requirements into campaign logic, audience rules and deployment plans.
• Strong technical proficiency in email development and marketing automation, including HTML, CSS, AMPscript, SQL, data extensions, dynamic content, automation workflows and related technologies.
• Experience working with preference centers, consent management practices, audience suppression strategies and email deliverability best practices, with an understanding of compliance requirements and sender reputation management.
• Demonstrated expertise in campaign QA and troubleshooting, with the ability to validate audience targeting, personalization, rendering, links, tracking, suppression logic and overall campaign functionality before deployment.
• Experience analyzing campaign performance and test results, including engagement, conversion and journey metrics, and using insights to improve campaign effectiveness.
• Advanced proficiency in Microsoft Excel or similar tools for segmentation validation, data analysis, list review and campaign quality assurance.

Benefits

• Comprehensive medical, dental, and vision insurance
• 401(k) with company match, flex plan, and parental leave
• Generous paid time off, 8 paid holidays, and additional time off to go on Backroads trips!
• Complimentary trips and trip discounts for employees, and trip discounts for employees’ friends and family!
• Outdoor industry discounts and deals
• Alternative commuter incentives for biking, walking, carpooling, or using public transportation to get to work
• Wellness programs and regular lunchtime bike rides and yoga