CRM Specialist (Maternity Coverage)

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

As our CRM Marketing Specialist you will own the design execution and optimization of our email / journey experiences in our marketing automation system. Youll play a key role in bringing data-driven personalized email and direct mail touches to lifefrom strategy through executionand ensure that every message is relevant timely and high quality.

Working closely with designers copywriters and others in marketing and product management you will manage email and journey execution with strategic thinking around audience segmentation personalization automation and lifecycle marketing. This position is on a temporary basis covering an upcoming maternity leave.

What Youll Be Doing

• Journey & Automation Management: Architect build and optimize multi-step customer journeys using Marketing Cloud.

• Email Campaign Execution: Develop and deploy sophisticated email campaigns manage audience targeting segmentation testing QA send scheduling and performance tracking.

• Direct Mail Execution: Define target lists segmentation logic merge/purge and vendor coordination.

• Dynamic Content & Personalization: Implement dynamic content and recommendation logic to drive individualized messaging.

• Cross-System Integration: Partner with CRM/data teams to ensure clean integration of Salesforce Sales Cloud data into Marketing Cloud maintain data quality and coordinate segmentation logic.

• Lifecycle Program Management: Develop campaigns to optimize lead & guestacquisition retention and referral conversion.

• Creative & Project Management: Lead the end-to-end campaign execution process coordinate with designers copywriters stakeholders and drive timely delivery of assets versions and approvals.

• QA & Deliverability: Perform rigorous email testing (across devices clients) validate HTML/CSS ensure brand consistency and follow deliverability best practices.

• Analytics Testing & Optimization: Define campaign KPIs monitor performance across both email and direct mail channels run A/B or multivariate tests and derive actionable insights.

• Process Improvement & Documentation: Continuously refine internal processes document workflows and maintain best-practice standards across email production and personalization.

What Youll Need To Be Successful

• Bachelors degree (Marketing Communications Business or related field)

• 4 years of relevant experience in email marketing / CRM / digital engagement

• Hands-on experience in marketing automation systems such as Salesforce Marketing Cloud Marketo Hubspot etc.

• Hands-on knowledge of dynamic/smart content personalization and data-driven email logic (AMPscript or similar)

• Experience with Salesforce Sales Cloud (or similar CRM) integration into marketing automation system

• Strong HTML & CSS skills (for email template building and troubleshooting)

• Advanced proficiency in MS Excel including pivot tables and visualizations

• Excellent analytical ability; comfortable working with metrics testing reporting and optimization

• Strong project management skills: ability to juggle multiple campaigns dependencies and stakeholders

• Highly detail-oriented and quality-focused

• Excellent communication and collaboration skills