Own the full lifecycle marketing program from inquiry to advocacy, lead a small team responsible for email, automation, loyalty, and direct mail, and collaborate across Creative and Analytics to drive guest engagement and growth.

Job Description

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.

Backroads

3.9 Glassdoor

At Backroads we’re passionate about connecting our guests with so many of the most beautiful places in the world. We use our four plus decades of expertise to create exceptional biking, hiking and multi-adventure trips in over 50 countries for people wanting a deeper and richer travel experience. We travel on land as well as by small luxury ships on active river and ocean cruises. Our trips are for all ages – including dedicated itineraries just for families. We are known for our unwavering attention to quality. We have a dynamic work environment and a strong company culture. Give us a call or visit our website for more information on the world of Backroads! 800-462-2848

Founded in 1979

Berkeley, California, USA

1.1K employees (51 in marketing)

www.backroads.com

81% recommend to a friend

75% CEO approval