Director of Marketing, Digital Growth and Guest Experience

About the Marketing Department:

The Marketing team drives brand awareness customer engagement and trip bookings through strategic campaigns compelling content and data-driven insights. They manage digital and traditional marketing channelsoptimizecustomer outreach and enhance the brands presence to inspire travelers and grow the business.

The department iscomprisedof several teams which include the below:

• Direct Mail & CRM:Engages past and prospective guests through targeted email campaigns and personalized direct mailleveragingdata 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 navigationaccurateinformation and optimized conversion.

• Brand Content Community: Responsible for the creative designcontentand social media presence for the Backroads brand.

About the Role:

TheDirectorof MarketingDigital Growth and GuestExperienceplays a key leadership role in drivingnew and repeat bookingsandoptimizingthedigitalcustomer journey across Backroads. This position oversees performance marketing web strategy analytics and site production to maximize guest acquisition lead generation and trip bookings.This is a hands-on leadership position that requires astrong focus on data-driven decision-making and continuousoptimization ensuringour digital presence delivers both impact and exceptionalguestexperience.

WhatYoullBe Doing:

Strategy & Leadership

• Bringa growth mindset practitionerexpertiseand a genuine passion for Backroads todefineand execute digital marketing plans aligned with business and seasonal priorities

• Lead performance media strategy and oversight (PaidSearchPaidSocial Display) managing dailybudgetsoptimizationand reporting

• Direct analytics function to track performanceprovideactionable insights and build marketing dashboards

• Prioritizethe roadmap for digital executionensuring assets campaigns and landing pages are launched on time andoptimizedfor conversion

Channel & Web Management

• Manage paid media specialists responsible for campaign planning execution and optimization

• Oversee digital marketing analytics performance tracking and reporting

• Lead and support the web production team to ensuretimelyaccurateupdates across 600 trip pages and digital touchpoints

• Prioritize anddirectweb updates (copy images CTAs) in collaboration with Content CRM and external developers

• Guide best practices for SEO/AEO tagging and user experience improvementsworking in tandem with product and engineering

Cross-Functional Collaboration

• Partner with Content & Communications CRM and Brand/Creative on seasonal campaign planning and asset development

• Ensure campaign execution is aligned across paid and owned digital channels

• Collaborate with Product/IT on website roadmap bug resolution and platform improvements

WhatYoullNeedtoBe Successful:

• 10years in digital marketing roles with experience managing both performance mediaCRMand website execution

• Proven experience leading teams and managing multiple projects simultaneously

• Strong working knowledge of Google Ads Meta Ads ManagerSalesforce Marketing Cloud and CMS platforms; Drupal experience preferred

• Familiarity with CRO tools UX best practices and site analytics (e.g.GA4Unbounce)

• Excellent communication and prioritization skills to manage internal and external stakeholders

• Comfortable with technical web operations (e.g. tagging SEO link tracking) and translating strategy into implementation

Work Environment:

• On-site Berkeley CA

• 4 days in-office