CRM & Lifecycle Marketing Automation Specialist

HBCUvc; Berkeley (CA); On-site; USD 90,000 - 130,000; Full time

Job summary

Backroads in Berkeley, CA seeks a CRM & Lifecycle Marketing Specialist to design, build, and optimize nurture campaigns across the guest journey. You will translate lifecycle strategies into automated journeys using Salesforce Marketing Cloud and related tools, ensuring accurate data, segmentation, testing and deployment.

The role focuses on building multi-step journeys, personalization, and QA, collaborating with marketing, analytics and technical teams to drive engagement, conversions and

Qualifications

• 4+ years in CRM, lifecycle marketing or email marketing, preferably in a DTC setting.
• Hands-on Salesforce Marketing Cloud expertise including Journey Builder and Email Studio.
• Understanding of CRM integrations and data-driven segmentation strategies.
• Experience building lifecycle programs such as nurture, re-engagement, and post-trip journeys.
• Strong technical skills in HTML/CSS/AMPscript and data-driven content.

Responsibilities

• Build, execute and maintain automated nurture campaigns across the guest lifecycle.
• Develop multi-step journeys in Salesforce Marketing Cloud with segmentation and personalization rules.
• Translate briefs into audience strategy and campaign logic using CRM attributes and behavior data.
• Manage email campaign production from build to deployment with QA and testing.
• Collaborate across marketing, analytics and technical teams to ensure data flows and accuracy.

Skills

Lifecycle marketing

CRM data strategy

Audience segmentation

Campaign orchestration

A/B testing

Data analysis

Project management

Marketing automation

Tools

Salesforce Marketing Cloud

Journey Builder

Email Studio

Automation Studio

Content Builder

AMPscript

SQL

HTML

CSS

Data Extensions

Job description

Backroads in Berkeley, CA seeks a CRM & Lifecycle Marketing Specialist to design, build, and optimize nurture campaigns across the guest journey. You will translate lifecycle strategies into automated journeys using Salesforce Marketing Cloud and related tools, ensuring accurate data, segmentation, testing and deployment.

The role focuses on building multi-step journeys, personalization, and QA, collaborating with marketing, analytics and technical teams to drive engagement, conversions and