Performance Marketing Senior Specialist
Performance Marketing Senior Specialist
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1 Vacancy
Job Description
Excited to grow your career
We value our talented employees and whenever possible strive to help one of our associates grow professionally before recruiting new talent to our open positions. If you think the open position you see is right for you we encourage you to apply!
Our people make all the difference in our success.
About the Marketing Department:
The Marketing team drives brand awareness customer engagement and trip bookings through strategic campaigns compelling content and datadriven insights. They manage digital and traditional marketing channels optimize customer outreach and enhance the brands presence to inspire travelers and grow the business.
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 websites 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 youll be part of a group that values building innovative people processes and fostering a positive inclusive employee experience.
About the Role:
The Performance Marketing Senior Specialist is a key member of the Performance Marketing team at Backroads. In this role you will be responsible for developing and executing strategies to drive highquality traffic and maximize return on investment (ROI) through paid digital advertising. This includes managing payperclick (PPC) campaigns optimizing bidding strategies making creative recommendations analyzing performance data and continuously refining tactics to improve efficiency and support business growth objectives. You will be a great fit for this position if you have at least four years of digital advertising experience in an established brand are resultsoriented datadriven eager to learn and always looking for innovative solutions to stay ahead.
What youll be doing:
- Develop manage and optimize paid search campaigns across diverse platforms like Google Ads Microsoft Ads Meta and Display including budget allocation A/B testing ad optimization and bid strategies.
- Conduct thorough keyword research to determine which terms target in paid advertising campaigns considering user intent and search volume.
- Track key performance indicators (KPIs) such as clickthrough rate (CTR) conversion rate cost per lead (CPL) and cost per booking (CPB) using multiple data sources and a consolidated dashboard to measure campaign effectiveness and identify areas for improvement.
- Understand tracking protocols and ensure that all parameters are consistent and accurate; flag and resolve errors with urgency.
- Monitor industry and competitor performance marketing strategies and identify opportunities to reach our target guest audience.
- Work collaboratively within and outside of marketing to share your expertise and recommendations for paid digital advertising in support of business goals.
- Keep abreast of the latest technologies and best practices to maintain optimal performance.
- Other duties as necessary
What youll need to be successful:
- 4 years of experience working in Performance Marketing having strong skills in fullfunnel SEM Meta and Display advertising.
- Technical Skills: Proficiency in PPC ad platforms (Google Ads Microsoft Ads) Meta Criteo and web analytics platforms (GA4 Power BI). Knowledge of Salesforce PowerBI Jira and HTML a plus. Proficiency in Microsoft Office.
- Data Analysis: Ability to interpret complex data to identify trends and make informed decisions; Ability to think creatively while being analytical.
- Marketing Strategy: Understanding of overall marketing goals and how search marketing aligns with broader marketing initiatives. Proven experience in managing successful PPC campaigns.
- Communication Skills: Effective written and verbal communication to collaborate with crossfunctional teams and present findings to stakeholders. Able to distill technical content into simple and easytounderstand messaging.
- Project Management: Skilled at planning project management time management and decisionmaking. Able to manage multiple projects at once resolving competing priorities working swiftly under pressure and meeting project deadlines.
- Bachelors degree in marketing digital marketing or related field.
- Familiarity with travel industries and target audiences.
Work Environment:
- Berkeley CA
- Onsite 4 days in in office
Interview Process:
- Recruiter Screen 30 min)
- Hiring Manager Interview 30 min)
- Panel Interview (inperson 90 min)
Required Experience:
Senior IC
Employment Type
Full-Time
