Lifecycle CRM & Automation Specialist

Backroads; West Virginia; On-site; USD 85,000 - 120,000; Full time

Job summary

Backroads is seeking a highly technical CRM & Lifecycle Marketing Specialist to design, execute and optimize automated nurture campaigns across the guest journey. You’ll build journeys in Salesforce Marketing Cloud, manage segmentation and personalization, and ensure data quality and testing disciplines are applied to every deployment.

You’ll collaborate with cross-functional teams to drive engagement, conversions and repeat travel through timely, relevant communications, leveraging your strong

Qualifications

• 4+ years of CRM, lifecycle marketing, email marketing, or digital engagement experience, preferably in a DTC environment.
• Hands-on Salesforce Marketing Cloud expertise: Journey Builder, Email Studio, Automation Studio, Content Builder.
• Strong understanding of CRM data, segmentation, personalization, and journey orchestration.
• Experience building and optimizing automated lifecycle programs (lead nurture, post-trip, loyalty, re-engagement).
• Technical proficiency in HTML/CSS, AMPscript, SQL and data flows for campaigns.
• Familiarity with testing, QA, deliverability and governance best practices.

Responsibilities

• Build, execute and maintain automated nurture campaigns across guest lifecycle.
• Develop multi-step journeys in Salesforce Marketing Cloud: entry criteria, segmentation, decision splits, wait steps, suppression rules.
• Translate briefs into audience strategy and campaign logic using CRM data and signals.
• Execute campaigns from build to deployment with versioning, approvals, scheduling and QA.
• Implement personalization and dynamic content using data-driven logic across segments.
• Own QA, testing and optimization, validating audience logic and tracking; conduct A/B and multivariate tests.
• Collaborate with marketing, analytics, CRM and technical teams to ensure data integration and flow.
• Maintain campaign docs, deployment procedures, data quality standards and governance.

Skills

Salesforce Marketing Cloud

Journey Builder

Email Studio

Automation Studio

AMPscript

SQL

Data Extensions

HTML/CSS

Campaign QA

Audience Segmentation

Testing

Tools

AMPscript

SQL

HTML/CSS

Content Builder

Job description

Backroads is seeking a highly technical CRM & Lifecycle Marketing Specialist to design, execute and optimize automated nurture campaigns across the guest journey. You’ll build journeys in Salesforce Marketing Cloud, manage segmentation and personalization, and ensure data quality and testing disciplines are applied to every deployment.

You’ll collaborate with cross-functional teams to drive engagement, conversions and repeat travel through timely, relevant communications, leveraging your strong