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Loyalty & Retention Marketing Specialist

Back-Roads Touring Company

Berkeley, CA

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JOB DETAILS
SALARY
$95,000–$115,000 Per Year
SKILLS
Adventure Travel, Alliance/Partner Management, Brand Marketing (Branding), Cloud Computing, Communication Skills, Consumer Marketing, Creative Design, Cross-Functional, Customer Relationship Management (CRM), Dental Insurance, Detail Oriented, Direct Mail, Diversity, Email Campaign, Hospitality and Tourism, Loyalty Programs, Marketing, Marketing Automation Software, Metrics, Organizational Skills, Performance Metrics, Project/Program Management, Public/Media/Press/Analyst Relations, Relationship Marketing, Reporting Skills, Sales, Salesforce.com, Social Media, Time Management, User Interface/Experience (UI/UX), Vision Plan, Web Site Monitoring, Website Conversion, Website Management, Willing to Travel, Work From Home, eCommerce
LOCATION
Berkeley, CA
POSTED
Today
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, develop and manage programs that deepen guest engagement, increase repeat bookings, and grow our globalcommunity of Backroads travelers. Reporting to the Director of Digital Growth & Performance Marketing, you'll work together with CRM, Content, and social teams to transform guest loyalty into measurable growth.

What you'll be doing:

  • Lead the Backroads Extra SpecialTravelers (BEST) Club loyalty program, proactively recommending new rewards that resonate with guests and drive repeat bookings and referrals.
  • Collaborate with Content, Paid Media and Social teams to promote the value and benefits of Best Club across channels.
  • Collaborate 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 seamless post-trip experience that supports rebooking and long-term loyalty.
What you'll need to be successful:
  • 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
About the Department:

The Backroads Marketing team is powered by strong collaborators, visionaries and creative minds who bring decades of knowledge and experience to showcase the fun-filled seamless adventures our guests love. You'll be bringing your imagination, strong work ethic and critical eye for detail to a dedicated group of team members who are passionate about sharing the joys of active travel with both returning guests and brand-new audiences.

The department is comprised of several teams, which include the below:
  • Direct Mail & CRM: Engages past and prospective guests through targeted email campaigns and personalized direct mail, leveraging data to drive bookings and loyalty.
  • PR & Partnership: Builds brand awareness and credibility through media outreach, strategic partnerships and influencer collaborations to expand Backroads' reach.
  • Website Management: Oversees the website's content, functionality and user experience to ensure seamless navigation, accurate information and optimized conversion.
  • Brand, Content, Community: Responsible for the creative design, content and social media presence for the Backroads brand.
By joining the Marketing team at Backroads, you'll be part of a group that values building innovative people processes and fostering a positive, inclusive employee experience.

About Backroads:

At Backroads we're passionate about connecting our guests with so many of the most beautiful places in the world. We use our four-plus decades of expertise to create exceptional biking, hiking, and multi-adventure trips in over 50 countries for people wanting a deeper and richer travel experience. We travel on land as well as by small luxury ships on active river and ocean cruises. Our trips are for all ages - including dedicated itineraries just for families. We are known for our unwavering attention to quality. We have a dynamic work environment and a strong company culture.

Why Backroads:

At Backroads, we value every single member of our staff, and we're proud to offer a dynamic work environment that enables growth. Your colleagues will be some of the most dedicated, competent, active, and fun people you will ever meet. A job at Backroads is unlike any other job you will ever have - you will be challenged, you will be inspired, and you will be gratified. No matter what you do here, you will be part of something that makes us all proud - delivering authentic, enriching, and often profoundly life-changing experiences. On top of all that, we have some pretty great benefits and perks! For example our US office employees receive:
  • 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 trip discounts for employees' friends and family!
  • Outdoor industry discounts and deals
  • Alternative commuter incentives for biking, walking, carpooling, or using public transportation to get to work
  • Wellness programs and regular lunchtime bike rides and yoga


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

Salary Ranges:
$95,000.00 - $115,000.00

At Backroads, we uphold a commitment to transparency and fairness within our hiring process, particularly regarding compensation. The salary range posted for each role applies to both employment offers and employees actively working in the role.

New hires are typically offered a starting salary between the minimum and midpoint of the range to ensure there is continued opportunity for salary progression during your employment at Backroads, reflecting our commitment to rewarding ongoing dedication, high performance, and significant contributions to our team. This approach not only supports our budgeting strategy but also our intention to foster an environment that encourages long-term growth and strong relationships between Backroads and our valued employees.

Our office roles are onsite in our Berkeley headquarters, unless specifically noted as 'available for remote'. We do allow one work-from-home day a week, as well as one work-from-anywhere week per year. This pay range is intended for in-person work in our Berkeley, CA headquarters. Pay ranges for remote-eligible roles will be subject to adjustment based on the geolocation of the employee.

About the Company

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Back-Roads Touring Company