Lifecycle Marketing Automation Specialist (SFMC)

BlackRomance; Berkeley (CA); On-site; USD 100,000 - 150,000; Full time

Job summary

Backroads in Berkeley, CA is seeking a highly technical CRM & Lifecycle Marketing Specialist to own nurture campaigns and sharpen guest journeys across channels. This hands-on role focuses on automated email journeys, data-driven segmentation, testing, QA and precise deployment.

You’ll work inside Salesforce Marketing Cloud or similar platforms, translate lifecycle strategy into campaigns, and collaborate with marketing, analytics and CRM teams to ensure accurate data flows, personalization, and

Qualifications

• Hands-on experience with lifecycle marketing programs and campaigns.
• Strong understanding of data-driven segmentation and personalization.
• Experience in testing, QA and deployment processes.

Responsibilities

• 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 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.

Skills

Lifecycle marketing

Email marketing

Marketing automation

Campaign QA

Tools

Salesforce Marketing Cloud

Journey Builder

Email Studio

Automation Studio

Content Builder

AMPscript

SQL

Job description

Backroads in Berkeley, CA is seeking a highly technical CRM & Lifecycle Marketing Specialist to own nurture campaigns and sharpen guest journeys across channels. This hands-on role focuses on automated email journeys, data-driven segmentation, testing, QA and precise deployment.

You’ll work inside Salesforce Marketing Cloud or similar platforms, translate lifecycle strategy into campaigns, and collaborate with marketing, analytics and CRM teams to ensure accurate data flows, personalization, and