Lifecycle Marketing Sr. Specialist - Retention & ...

Creative Marketer Role We value our talented employees, and whenever possible strive to help one of our associates grow professionally before recruiting new talent to our open positions. If you think the open position you see is right for you, we encourage you to apply! About the Role: We're looking for a creative marketer who loves turning great experiences into lasting relationships. In this role, you'll develop and manage data-driven programs that deepen guest engagement, increase repeat bookings, and grow our global community of Backroads travelers. Reporting to the Director of Digital Growth & Performance Marketing, you'll work together with CRM, Content, and social teams to transform guest loyalty into measurable growth. What You'll Be Doing: Lead and manage the Backroads Extra Special Travelers (BEST) Club program, including milestone trip gifts, referral rewards, marketplace savings, and exclusive content. Collaborate with CRM and Content teams to develop targeted communications that celebrate frequent travelers and re-engage lapsed guests. Own referral program operations and coordinate with internal stakeholders to increase guest advocacy and word-of-mouth growth. Work with Social and Content teams to amplify guest-generated content, user stories, and peer recommendations. Define and report on key loyalty KPIs such as repeat booking rate, past guest engagement, and referral volume. Design scalable ways to celebrate frequent travelers, both online and offline. Plan and execute community activation campaigns, such as loyalty spotlights, first-person blog stories, and guest-to-guest campaigns. Partner with cross-functional teams including Product, Sales, Guest Services, and Trip Development to ensure seamless post-trip experience that supports rebooking and long-term loyalty. What You'll Need To Be Successful: 4+ years of experience in B2C or consumer loyalty marketing, CRM, and brand community Excellent communicator with a track record of cross-functional collaboration. Strong project management and organizational skills; capable of owning programs from ideation to execution. Experience with marketing automation platforms such as Salesforce Marketing Cloud and building personalized journeys. Familiarity with guest segmentation, LTV modeling, and customer journey mapping. Detail-oriented with the ability to manage complex timelines and deliverables. A guest-first mindset with a passion for relationship marketing. A genuine enthusiasm for travel and understanding what inspires guests to return again and again. Work Environment: On-Site, Berkeley, CA 4 days in-office, 1 day work from home 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. Department Teams: 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.

Created: 2026-03-04