Lifecycle Marketing Manager

Overview

Join Country Walkers and VBT Bicycling Vacations; an award winning, Vermont based, active travel company and be part of our high performing, international team. We offer deluxe, small-group bicycling, hiking and Discovery tours worldwide at a variety of levels and paces. Positively impacting people's lives through active travel experiences is what we're all about! We're looking for an experienced Marketing professional.

The Lifecycle Marketing Manager develops and executes lifecycle marketing strategies that engage customers from initial interest through booking, travel, and reengagement. Using customer insights, segmentation, testing, and performance data, this individual-contributor role partners with Creative, Product, Sales, Operations, and Technology to improve engagement, conversion, retention, and lifetime value. The role independently manages assigned campaigns and programs within established strategy, budget, and approval processes, without direct reports or ownership of overall marketing strategy, department budget, or the marketing technology roadmap.

Responsibilities

Lifecycle Strategy and Campaign Management
Develop and execute lifecycle campaigns across acquisition, conversion, onboarding, pre/post-travel engagement, retention, and reactivation
Build automated customer journeys based on interests, behavior, and booking activity
Manage campaign schedules, workflows, testing, deployment, and post-campaign analysis
Identify gaps and opportunities in the customer journey
Email and Direct Marketing Plan and execute email campaigns, triggered communications, newsletters, and nurture programs
Develop campaign briefs and partner with Copy and Design on brand-aligned content
Maintain campaign calendars aligned with brand, product, and sales initiatives
Apply best practices in targeting, personalization, deliverability, and frequency
Support additional channels (SMS, direct mail) as capabilities evolve
Segmentation and Personalization Build customer segments using demographic, behavioral, transactional, and travel-preference data
Use insights to improve targeting, messaging, timing, and offer relevance
Partner with Data and Technology to improve profiles, data quality, and audience definitions
Recommend personalization opportunities that avoid unnecessary complexity
Testing, Measurement, and Optimization Establish campaign objectives, success measures, and reporting requirements
Monitor engagement, conversion, bookings, revenue, retention, and unsubscribe rates
Design and evaluate A/B and multivariate tests
Translate results into findings and recommendations; report insights to stakeholders
Qualifications Bachelor's degree in marketing, communications, business, analytics, or a related field, or equivalent experience
Approximately four to seven years of experience in lifecycle, retention, CRM, email, or digital marketing
Demonstrated experience building customer journeys, automated campaigns, and segmented communications
Experience with an email service provider, marketing automation platform, CRM, or customer data platform
Working knowledge of campaign analytics, testing methodology, and performance reporting
Strong project-management skills across multiple campaigns and deadlines
Strong written communication, editing, collaboration, and analytical skills
High level of accuracy and attention to detail
Preferred Qualifications Experience in travel, hospitality, tourism, or another customer-focused industry
Experience marketing products with longer consideration periods and repeat-purchase potential
Familiarity with retention, loyalty, reactivation, and lifetime-value strategies
Experience with SMS, direct mail, or multichannel customer-journey programs
Working knowledge of data visualization or business-intelligence tools
Familiarity with privacy, consent-management, and email-deliverability practices