Loyalty & Retention Marketing Specialist

Creative Marketer

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 global community 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 Special Travelers (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.