Lifecycle Marketing Leader – CRM & Automation

Backroads, Inc.; Berkeley (CA); On-site; USD 140,000 - 180,000; Full time

Benefits offered by this job

One work-from-home day per week

One work-from-anywhere week per year

Job summary

Backroads, Inc. is seeking a strategic, guest-centric Lifecycle Marketing Manager in Berkeley, CA.

You will lead the lifecycle strategy across the guest journey, from inquiry to repeat travel and advocacy, ensuring timely, relevant communications that deepen loyalty. You’ll work with Analytics and cross-functional teams to drive engagement, retention and growth while overseeing CRM operations, segmentation, and multi-channel journeys.

Qualifications

• 5+ years in lifecycle marketing, including 2-3+ years of people management.
• Experience coaching and developing team members in marketing ops/CRM.
• Expert-level proficiency with CRM/Automation platforms, Salesforce Marketing Cloud preferred.
• Ability to translate performance data into actionable recommendations for leadership.
• Strong collaboration across Marketing, Creative, Content, Brand.

Responsibilities

• Own lifecycle marketing strategy and guest journey from first inquiry to advocacy.
• Develop and execute lifecycle roadmap: nurture, retention, loyalty, personalization.
• Lead small team for email marketing, marketing automation, guest nurture.
• Partner with Creative, Content, Brand to deliver guest-centric communications.
• Shape messaging strategy, audience targeting, and journey design.
• Oversee CRM operations, segmentation, and cross-channel journeys.

Skills

Lifecycle marketing

CRM

Retention/loyalty

Leadership

Analytics

Executive communication

Team management

Cross-functional collaboration

Marketing automation

Tools

Salesforce Marketing Cloud

Marketing automation

Job description

Backroads, Inc. is seeking a strategic, guest-centric Lifecycle Marketing Manager in Berkeley, CA.

You will lead the lifecycle strategy across the guest journey, from inquiry to repeat travel and advocacy, ensuring timely, relevant communications that deepen loyalty. You’ll work with Analytics and cross-functional teams to drive engagement, retention and growth while overseeing CRM operations, segmentation, and multi-channel journeys.