Backroads
Marketing Loyalty Specialist
Backroads is seeking a creative marketer to develop and manage loyalty and guest‑led growth programs. Reporting to the Director of Digital Growth & Performance Marketing, you will work with CRM, Content, and Social teams to deepen guest engagement and increase repeat bookings.
About the Department The Backroads Marketing team is driven by strong collaborators, visionaries, and creative minds with decades of experience showcasing active travel adventures. The department includes teams such as Direct Mail & CRM, PR & Partnership, Website Management, and Brand, Content, Community.
Responsibilities
Lead and manage the Backroads Extra Special Travelers (BEST) Club program, including milestone trip gifts, referral rewards, marketplace savings, and exclusive content.
Collaborate with CRM and Content teams to develop targeted communications to celebrate frequent travelers and re‑engage lapsed guests.
Own referral program operations and coordinate with internal stakeholders to increase guest advocacy.
Work with Social and Content teams to amplify guest‑generated content, user stories, and peer recommendations.
Define and report on key loyalty KPIs such as repeat booking rate, past guest engagement, and referral volume.
Design scalable ways to celebrate frequent travelers, both online and offline.
Plan and execute community activation campaigns (loyalty spotlights, first‑person blog stories, guest‑to‑guest campaigns).
Partner with Product, Sales, Guest Services, and Trip Development teams to ensure seamless post‑trip experience that supports rebooking and long‑term loyalty.
Skills & 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, LTV modeling, 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.
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 trip discounts for employees and their families.
Outdoor industry discounts and deals.
Alternative commuter incentives for biking, walking, carpooling, or using public transportation.
Wellness programs and regular lunchtime bike rides and yoga.
EEO Statement Backroads is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
Salary Range $78,000.00 - $100,000.00
Location Berkeley, CA (onsite in the Berkeley headquarters; remote‑eligible with one work‑from‑home day per week and one work‑from‑anywhere week per year)
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About the Department The Backroads Marketing team is driven by strong collaborators, visionaries, and creative minds with decades of experience showcasing active travel adventures. The department includes teams such as Direct Mail & CRM, PR & Partnership, Website Management, and Brand, Content, Community.
Responsibilities
Lead and manage the Backroads Extra Special Travelers (BEST) Club program, including milestone trip gifts, referral rewards, marketplace savings, and exclusive content.
Collaborate with CRM and Content teams to develop targeted communications to celebrate frequent travelers and re‑engage lapsed guests.
Own referral program operations and coordinate with internal stakeholders to increase guest advocacy.
Work with Social and Content teams to amplify guest‑generated content, user stories, and peer recommendations.
Define and report on key loyalty KPIs such as repeat booking rate, past guest engagement, and referral volume.
Design scalable ways to celebrate frequent travelers, both online and offline.
Plan and execute community activation campaigns (loyalty spotlights, first‑person blog stories, guest‑to‑guest campaigns).
Partner with Product, Sales, Guest Services, and Trip Development teams to ensure seamless post‑trip experience that supports rebooking and long‑term loyalty.
Skills & 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, LTV modeling, 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.
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 trip discounts for employees and their families.
Outdoor industry discounts and deals.
Alternative commuter incentives for biking, walking, carpooling, or using public transportation.
Wellness programs and regular lunchtime bike rides and yoga.
EEO Statement Backroads is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
Salary Range $78,000.00 - $100,000.00
Location Berkeley, CA (onsite in the Berkeley headquarters; remote‑eligible with one work‑from‑home day per week and one work‑from‑anywhere week per year)
#J-18808-Ljbffr