CRM & Lifecycle Marketing Specialist Backroads · Berkeley, CA 07/31/2026

HBCUNetwork; Berkeley (CA); On-site; USD 95,000 - 140,000; Full time

Benefits offered by this job

Equal opportunity employer

Dynamic work environment

Job summary

Backroads is seeking a highly technical CRM & Lifecycle Marketing Specialist to build, execute and optimize automated nurture campaigns across the guest lifecycle. You’ll own journey development in Salesforce Marketing Cloud, manage segmentation and personalization, and ensure QA and deployment accuracy.

You’ll collaborate with marketing, analytics, CRM and tech teams to ensure clean data integration and impactful guest experiences across touchpoints.

Qualifications

• 4+ years in CRM, lifecycle marketing, email marketing or digital engagement.
• Hands-on Salesforce Marketing Cloud expertise including Journey Builder, Email Studio and Automation Studio.
• Knowledge of Salesforce Sales Cloud, CRM integrations and customer data ecosystems.
• Experience building lifecycle programmes: lead nurture, inquiry nurture, re-engagement, post-trip, repeat purchase.
• Strong understanding of segmentation, personalization and campaign orchestration.
• Proficiency in HTML, CSS, AMPscript or similar, and data extensions.
• Experience with consent management, suppression strategies and deliverability best practices.
• Strong QA and troubleshooting skills including testing, validation and optimization.

Responsibilities

• Build, execute and maintain automated nurture campaigns across the guest lifecycle.
• Develop multi-step journeys in Salesforce Marketing Cloud with audience criteria and wait steps.
• Translate briefs into audience strategy and campaign logic using CRM data and signals.
• Execute email campaigns from build to deployment with approvals and scheduling.
• Apply personalization and dynamic content across segments.
• Maintain email templates and content blocks with HTML/CSS/AMPscript.
• Own QA, testing, validation and optimization of campaigns and journeys.
• Collaborate with marketing, analytics, CRM and tech teams for data integration.
• Document campaigns, governance and deployment procedures.
• Monitor performance and identify opportunities to improve engagement and conversion.

Skills

CRM & lifecycle marketing

Email marketing

Marketing automation

Data-driven personalization

Audience segmentation

QA & testing

Tools

Salesforce Marketing Cloud

Journey Builder

Email Studio

Automation Studio

Content Builder

AMPscript

SQL

Data Extensions

Dynamic Content

Job description

Backroads is looking for a highly technical, detail-oriented CRM & Lifecycle Marketing Specialist to support the development, execution and optimization of nurture campaigns across our guest journey. This role will be especially focused on building and maintaining automated email journeys, managing campaign logic, supporting segmentation and personalization, and ensuring a high level of technical quality across every deployment.

This is a hands-on execution role for someone who enjoys working inside marketing automation platforms, translating lifecycle strategy into well-built campaigns, and making sure the data, audience logic, testing, QA and deployment details are accurate. You will play an important role in helping Backroads nurture prospective guests, deepen engagement, improve conversion and support repeat travel through timely, relevant and personalized communications.

The ideal candidate is comfortable working in Salesforce Marketing Cloud or a similar enterprise marketing automation platform, understands how CRM data powers email and journey orchestration, and brings strong technical fluency in email production, audience segmentation, dynamic content, testing and campaign troubleshooting.

What you’ll be doing:

Build, execute and maintain automated nurture campaigns that support lead engagement, trip discovery, inquiry conversion, booking consideration, re-engagement and repeat travel across the guest lifecycle.

Develop and optimise 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, behavioural 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, utilising HTML, CSS, AMPscript (or similar scripting languages) and modular email design principles.

Own campaign QA, testing and optimisation, 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, analyse key metrics and identify opportunities to improve engagement, conversion, journey progression and overall nurture effectiveness through cross-functional collaboration.

Qualifications & Requirements

What you’ll need to be successful:

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

Must have 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, behavioural data and customer status inform segmentation, personalisation, and campaign orchestration.

Experience building and managing lifecycle marketing programmes, 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, personalisation, 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 centres, 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, personalisation, rendering, links, tracking, suppression logic and overall campaign functionality before deployment.

Experience analysing 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.

At Backroads, we value every single member of our staff, and we’re proud to offer a dynamic work environment that enables growth. Your colleagues will be some of the most dedicated, competent, active, and fun people you will ever meet. A job at Backroads is unlike any other job you will ever have – you will be challenged, you will be inspired, and you will be gratified. No matter what you do here, you will be part of something that makes us all proud – delivering authentic, enriching, and often profoundly life-changing experiences. Backroads is an equal-opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.