CRM & Lifecycle Marketing Specialist

Backroads•Berkeley, CA

1d•Hybrid

About The Position

Backroads is seeking a highly technical and detail-oriented CRM & Lifecycle Marketing Specialist to join their Marketing team. This role will focus on developing, executing, and optimizing nurture campaigns across the guest journey, with an emphasis on building automated email journeys, managing campaign logic, supporting segmentation and personalization, and ensuring technical quality. The specialist will translate lifecycle strategy into effective campaigns, ensuring accuracy in data, audience logic, testing, and deployment. This position is crucial for nurturing prospective guests, deepening engagement, improving conversion, and supporting repeat travel through personalized communications. The ideal candidate will be proficient in marketing automation platforms like Salesforce Marketing Cloud, understand CRM data's role in email and journey orchestration, and possess strong technical skills in email production, segmentation, dynamic content, testing, and troubleshooting.

Requirements

4+ years of experience in CRM, lifecycle marketing, email marketing, marketing automation, or digital engagement, preferably in a direct-to-consumer (DTC) 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, understanding how customer attributes, engagement signals, behavioral data, and customer status inform segmentation, personalization, and campaign orchestration.
Experience building and managing lifecycle marketing programs (e.g., lead nurture, inquiry nurture, abandoned browse, re-engagement, post-trip, repeat purchase, loyalty, referral).
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, and automation workflows.
Experience with preference centers, consent management, audience suppression strategies, and email deliverability best practices, including compliance requirements and sender reputation management.
Demonstrated expertise in campaign QA and troubleshooting, validating audience targeting, personalization, rendering, links, tracking, suppression logic, and overall campaign functionality.
Experience analyzing campaign performance and test results (engagement, conversion, journey metrics) and using insights to improve 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.
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, using 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.
Implement personalization and dynamic content using data-driven logic for tailored subject lines, content modules, trip recommendations, and conditional messaging.
Apply technical email production expertise to build, edit, and troubleshoot email templates and content blocks using HTML, CSS, AMPscript (or similar), and modular design principles.
Own campaign QA, testing, and optimization, validating audience logic, personalization, dynamic content, rendering, links, tracking, suppression rules, and overall accuracy, while executing A/B and multivariate tests.
Partner with marketing, analytics, CRM, and technical teams to ensure accurate data integration 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 for improvement in engagement, conversion, journey progression, and nurture effectiveness through cross-functional collaboration.