Loyalty & Retention Marketing Specialist

Backroads; Berkeley (CA); On-site; USD 95,000 - 115,000; Full time

Benefits offered by this job

Comprehensive medical, dental, and vision insurance

401(k) with company match

Generous paid time off

Complimentary trips for employees

Outdoor industry discounts

Wellness programs

Job summary

Backroads in Berkeley, CA is seeking a creative marketer for the position of Loyalty Marketing Manager. This role focuses on enhancing guest relationships through loyalty programs, and collaboration with various teams is crucial for success.

The successful candidate will have over 4 years of experience in consumer loyalty marketing and strong project management skills. The position offers a hybrid work environment with generous benefits.

Qualifications

• 4+ years in consumer loyalty marketing, CRM, and brand community.
• Strong project management skills with the ability to own programs.
• Experience with marketing automation platforms.

Responsibilities

• Lead the Best Club loyalty program to drive repeat bookings.
• Collaborate with teams to promote Best Club benefits.
• Develop targeted communications for frequent travelers.

Skills

B2C or consumer loyalty marketing

Cross-functional collaboration

Project management

Salesforce Marketing Cloud

Guest segmentation

Relationship marketing

Travel enthusiasm

Job description

About the Role

We’re looking for a creative marketer who loves turning great experiences into lasting relationships. The successful candidate will draw on experience in retention and develop and manage programs that deepen guest engagement, increase repeat bookings, and grow our global community of Backroads travelers. Reporting to the Director of Digital Growth & Performance Marketing, you’ll work with CRM, Content, and social teams to transform guest loyalty into measurable growth.

Responsibilities

• Lead the Backroads Extra Special Travelers (BEST) Club loyalty program, recommending new rewards that drive repeat bookings and referrals.
• Collaborate with Content, Paid Media, and Social teams to promote the value and benefits of Best Club across channels.
• Partner with CRM and Content teams to develop targeted communications that celebrate frequent travelers and re‑engage lapsed guests.
• Develop reporting to identify unique guest stories and milestone events, ensuring recognition in collaboration with Guest Focus and Leader Development.
• Define and report on key loyalty KPIs such as repeat booking rate, guest engagement, referrals, credit/savings on account, and other metrics as may be defined.
• Design scalable ways to celebrate frequent travelers, both online and offline.
• Partner with cross‑functional teams—including Product, Sales, Guest Services, and Trip Development—to ensure a seamless post‑trip experience that supports rebooking and long‑term loyalty.

Qualifications

• 4+ years of experience in B2C or consumer loyalty marketing, CRM, and brand community.
• Excellent communicator with a track record of cross‑functional collaboration.
• Strong project management and organizational skills; capable of owning programs from ideation to execution.
• Experience with marketing automation platforms such as Salesforce Marketing Cloud and building personalized journeys.
• Familiarity with guest segmentation and customer journey mapping.
• Detail‑oriented with the ability to manage complex timelines and deliverables.
• A guest‑first mindset with a passion for relationship marketing.
• A genuine enthusiasm for travel and understanding what inspires guests to return again and again.

Work Environment

On‑site, Berkeley, CA – 4 days in‑office, 1 day work from home.

Compensation

Salary range: $95,000 – $115,000.

Benefits

• Comprehensive medical, dental, and vision insurance
• 401(k) with company match, flex plan, and parental leave
• Generous paid time off, 8 paid holidays, and additional time off to go on Backroads trips
• Complimentary trips and discounts for employees and friends/family
• Outdoor industry discounts and deals
• Alternative commuter incentives for biking, walking, carpooling, or public transportation
• Wellness programs and regular lunchtime bike rides and yoga

Equal Opportunity Statement

Backroads is an equal‑opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.