Responsibilities

• Own Backroads' lifecycle marketing strategy and guest journey, driving engagement from first inquiry through repeat travel and advocacy.
• Develop and execute the lifecycle marketing roadmap, including lead nurture, retention, re-engagement, loyalty, and personalization initiatives.
• Manage and lead a small team responsible for email marketing, marketing automation, guest nurture programs, loyalty marketing, and direct mail.
• Partner with Creative, Content, and Brand teams to deliver compelling, guest-centric communications that strengthen engagement and loyalty. (this role does not craft copy)
• Shape lifecycle communications by leading messaging strategy, audience targeting, journey design, campaign development, and content prioritization across guest touchpoints.
• Collaborate with the Principal Marketing Analyst to translate customer insights, testing results, and performance data into lifecycle strategies that drive engagement, retention, and growth.
• Ensure a seamless, personalized guest experience by overseeing CRM operations, marketing automation, segmentation, and cross-channel journey execution.
• Drive continuous improvement across lifecycle marketing programs through performance optimization, data stewardship, and effective management of external partners and vendors.

Requirements

• Must have 5+ years of experience (inclusive of 2-3+ years of people management experience) within lifecycle marketing, CRM, and retention/loyalty marketing preferably within a direct-to-consumer (DTC) business environment
• Leadership Depth: Experience coaching and developing team members, setting clear priorities and improving performance within a marketing operations or CRM team.
• Platform Expertise: Expert-level proficiency with CRM/Automation platforms (Salesforce Marketing Cloud strongly preferred).
• Analytical Mindset: Proven ability to leverage dashboards, interpret performance trends, and use data to influence roadmap priorities and drive results.
• Executive Communication: Ability to translate lifecycle performance, test results and customer insights into concise, actionable recommendations for senior leadership.
• Team & Partner Management: Experience managing marketing specialists and serving as the primary point of contact for internal and external development partners to support campaign execution, technical implementation, and ongoing platform improvements.
• Collaboration: A track record of driving cross-functional success in a matrixed organization.