CRM & Lifecycle Marketing Specialist

Backroads•Berkeley, CA

1d•$95,000 - $115,000•Hybrid

About The Position

Backroads is seeking a highly technical and detail-oriented CRM & Lifecycle Marketing Specialist to support the development, execution, and optimization of nurture campaigns throughout the guest journey. This role will focus on building and maintaining automated email journeys, managing campaign logic, supporting segmentation and personalization, and ensuring high technical quality in all deployments. It is a hands-on execution role for someone who enjoys working within marketing automation platforms, translating lifecycle strategy into well-built campaigns, and ensuring accuracy in data, audience logic, testing, QA, and deployment. The specialist will play a key role in nurturing prospective guests, deepening engagement, improving conversion, and supporting repeat travel through timely, relevant, and personalized communications. The ideal candidate is comfortable with Salesforce Marketing Cloud or similar enterprise marketing automation platforms, understands how CRM data powers email and journey orchestration, and possesses strong technical fluency in email production, audience segmentation, dynamic content, testing, and campaign troubleshooting.

Requirements

4+ years of experience in CRM, lifecycle marketing, email marketing, marketing automation, or digital engagement, preferably within a direct-to-consumer (DTC) business environment.
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.

Responsibilities

Build, execute, and maintain automated nurture campaigns supporting 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.

Benefits

Comprehensive medical, dental, and vision insurance
401(k) with company match
Flex plan
Parental leave
Generous paid time off
8 paid holidays
Additional time off to go on Backroads trips
Complimentary trips and trip discounts for employees
Trip discounts for employees’ friends and family
Outdoor industry discounts and deals
Alternative commuter incentives for biking, walking, carpooling, or using public transportation
Wellness programs
Regular lunchtime bike rides and yoga