Acquisition Marketing Specialist

Xanterra Travel Collection•Williston, VT

About The Position

Join Country Walkers and VBT Bicycling Vacations, an award-winning, Vermont-based, active travel company, and be part of our high-performing, international team. We offer deluxe, small-group bicycling, hiking, and Discovery tours worldwide at a variety of levels and paces. Positively impacting people's lives through active travel experiences is what we’re all about! We're seeking an energetic Marketing Specialist to join our Marketing team. The Acquisition Marketing Specialist owns the Acquire phase of the customer journey, driving new qualified contacts through word of mouth, organic search (SEO and AI), paid social, and print prospecting, and is accountable for the volume, quality, and cost-efficiency of contacts created. This individual-contributor role is the primary point of contact for the paid media and AEO/SEO agency partner, and partners with Lifecycle, Conversion, and Creative to ensure a smooth handoff into nurture. The role independently manages assigned channels, campaigns, and vendor relationships within established strategy, budget, and approval processes.

Requirements

Bachelor's degree in marketing, communications, business, analytics, or a related field, or equivalent experience
3+ years of experience in acquisition, growth, paid media, SEO, or digital marketing, ideally in a high-consideration purchase category
Demonstrated experience managing paid social campaigns and vendor relationships
Working knowledge of organic search and SEO fundamentals; AI/answer-engine optimization familiarity a plus
Hands-on experience with a CRM or customer data platform
Working knowledge of campaign analytics, testing methodology, audience segmentation, and performance reporting

Nice To Haves

Experience in travel, hospitality, tourism, or another customer-focused industry
Experience with print prospecting, direct mail, or list/lookalike-audience programs
Experience building or managing referral, loyalty, or word-of-mouth acquisition programs
Familiarity with schema markup, structured data, and AI answer-engine optimization practices

Responsibilities

Develop and execute new-contact acquisition campaigns across word of mouth/referral, organic search (AI and SEO), paid social, and print prospecting
Build referral and Group Organizer programs that make it easy and rewarding for guests to share VBT with others
Lead organic and AI-search visibility strategy with the vendor and creative team, including content structure and schema markup
Manage print prospecting campaigns, including lookalike list selection and landing page strategy
Translate business priorities and audience insights into coordinated acquisition programs
Serve as primary point of contact for the paid media and AEO/SEO agency partner, managing briefs, approvals, and day-to-day communication
Monitor channel-level cost efficiency (cost per contact, cost per qualified prospect) and reallocate spend based on performance
Partner with content resources to produce on-brand, search- and AI-optimized content at scale
Stay current on organic search, AI answer-engine, and paid social platform changes
Identify and refine target audiences for paid social and print prospecting using CRM and enriched contact data
Partner with list and lookalike-audience vendors to identify high-fit prospecting segments
Use fit scores and engagement data to prioritize audiences most likely to convert
Monitor new contacts created, cost per contact, cost per qualified prospect, organic traffic lift, and referral bookings
Design and evaluate tests across channels, audiences, creative, and offers
Hold the agency partner accountable to agreed performance targets and reporting cadence