CRM & Lifecycle Marketing Specialist

CRM & Lifecycle Marketing Specialist

Backroads is looking for a highly technical, detail-oriented CRM & Lifecycle Marketing Specialist to support the development, execution and optimization of nurture campaigns across our guest journey. This role will be especially focused on building and maintaining automated email journeys, managing campaign logic, supporting segmentation and personalization, and ensuring a high level of technical quality across every deployment.

This is a hands-on execution role for someone who enjoys working inside marketing automation platforms, translating lifecycle strategy into well-built campaigns, and making sure the data, audience logic, testing, QA and deployment details are accurate. You will play an important role in helping Backroads nurture prospective guests, deepen engagement, improve conversion and support repeat travel through timely, relevant and personalized communications.

The ideal candidate is comfortable working in Salesforce Marketing Cloud or a similar enterprise marketing automation platform, understands how CRM data powers email and journey orchestration, and brings strong technical fluency in email production, audience segmentation, dynamic content, testing and campaign troubleshooting.

What you'll be doing:

• 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.

What you'll need to be successful:

• 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.

Work environment:

• On-Site, Berkeley, CA
• 4 days in-office, 1 day work from home (Wednesdays)

About the Department:

The Backroads Marketing team is powered by strong collaborators, visionaries and creative minds who bring decades of knowledge and experience to showcase the fun-filled seamless adventures our guests love. You'll be bringing your imagination, strong work ethic and critical eye for detail to a dedicated group of team members who are passionate about sharing the joys of active travel with both returning guests and brand-new audiences.

The department is comprised of several teams, which include the below:

• Direct Mail & CRM: Engages past and prospective guests through targeted email campaigns and personalized direct mail, leveraging data to drive bookings and loyalty.
• PR & Partnership: Builds brand awareness and credibility through media outreach, strategic partnerships and influencer collaborations to expand Backroads' reach.
• Website Management: Oversees the website's content, functionality and user experience to ensure seamless navigation, accurate information and optimized conversion.
• Brand, Content, Community: Responsible for the creative design, content and social media presence for the Backroads brand.

By joining the Marketing team at Backroads, you'll be part of a group that values building innovative people processes and fostering a positive, inclusive employee experience.

About Backroads:

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.

Why Backroads:

At Backroads, we value every single member of our staff, and we're proud to offer a dynamic work environment that enables growth. Your colleagues will be some of the most dedicated, competent, active, and fun people you will ever meet. A job at Backroads is unlike any other job you will ever have you will be challenged, you will be inspired, and you will be gratified. No matter what you do here, you will be part of something that makes us all proud delivering authentic, enriching, and often profoundly life-changing experiences. On top of all that, we have some pretty great benefits and perks! For example our US office employees receive:

• 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

Salary Ranges:

$95,000.00 - $115,000.00

At Backroads, we uphold a commitment to transparency and fairness within our hiring process, particularly regarding compensation. The salary range posted for each role applies to both employment offers and employees actively working in the role.

New hires are typically offered a starting salary between the minimum and midpoint of the range to ensure there is continued opportunity for salary progression during your employment at Backroads, reflecting our commitment to rewarding ongoing dedication, high performance, and significant contributions to our team. This approach not only supports our budgeting strategy but also our intention to foster an environment that encourages long-term growth and strong relationships between Backroads and our valued employees.

Our office roles are onsite in our Berkeley headquarters, unless specifically noted as 'available for remote'. We do allow one work