Marketing Analyst
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Job Location:
Berkeley, CA - USA
Monthly Salary:
Not Disclosed
Posted on:
23-10-2025
Vacancies:
1 Vacancy
Job Summary
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 Department
showcase the fun-filled seamless adventures our guests love. Youll 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 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 Digital Marketing Analyst is a data-driven strategist responsible for measuring interpreting and optimizing performance across all marketing channels. This individual provides the reporting backbone for the Web Paid Media CRM and Loyalty teams blending statistical expertise with AI-powered tools to uncover and act on patterns in guest behavior campaign performance and web analytics. They bridge human judgment with machine intelligence to accelerate business insights and drive smarter faster marketing decisions delivering insights that help Backroads improve acquisition conversion and retention.
What Youll be Doing
Develop and maintain dashboards and reports to track KPIs across paid media email web CRM and loyalty campaigns.
Collaborate with channel leads to define campaign goals and monitor performance against targets.
Document and maintain the data layer in Google Tag Manager ensuring the accuracy and integrity of data collection throughout the ecosystem.
Regularly analyze user behavior across the booking funnel and generate actionable insights.
Use AI tools and platforms (like GPT BigQuery ML or AutoML) to generate and test hypotheses at scale.
Automate repetitive queries and reporting via scripts bots or AI copilots.
Partner with marketing teams to test and deploy predictive models (e.g. churn risk LTV).
Communicate insights visually and contextually often embedding generative narratives directly into dashboards.
Plays a key role in data governance ensuring AI-generated insights are ethical and unbiased.
Skills & Qualifications
35 years of experience in marketing analytics performance marketing or ecommerce analytics.
Proficiency in tools such as GA4 Google Tag Manager PowerBI/Looker/Tableau and Excel.
Familiarity with AI tools and platforms.
Experience analyzing multichannel funnels and user journeys.
Strong understanding of KPIs such as CAC LTV ROAS and conversion rate.
Excellent communication skills and the ability to convey data clearly to stakeholders.
Required Experience:
IC
Key Skills
- Loyalty Marketing
- Marketing
- Google Analytics
- Pardot
- Attribution Modeling
- Pivot tables
- Salesforce Marketing Cloud
- Data Visualization
- Tableau
- Customer Segmentation
- Market Research
- Analytics
About Company
Discover Backroads, the world's #1 active travel company. See our US and international biking tours, walking & hiking trips, and other adventure vacations.
