Senior Manager of CRM, Direct Mail and Loyalty

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 data-driven 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.

About the Role:

Were seeking a Senior Manager of CRM Direct Mail and Loyalty to lead the strategy execution and measurement of customer lifecycle initiatives across both digital and offline channels. This role combines strategic campaign leadership with data fluency overseeing CRM and direct mail programs that deepen customer engagement retention and referrals. Youll collaborate closely with analytics and creative partners to deliver personalized high-performing programs that drive measurable impact.

What Youll Be Doing:

CRM & Lifecycle Strategy

• Own the multi-channel CRM roadmap encompassing email and direct mail programs.
• Develop segmentation targeting and personalization strategies across customer lifecycle stages (acquisition onboarding engagement retention and reactivation).
• Build and optimize automated and triggered campaigns that improve engagement conversion and retention KPIs.
• Develop and evolve campaigns to achieve LTV or segment targets.
• Collaborate with product and digital teams to integrate CRM touchpoints across web app and offline journeys.

Direct Mail Program Management

• Lead strategy testing and execution for direct mail as part of the integrated CRM ecosystem.
• Manage audience selection creative testing production workflows vendor relationships and timelines.
• Oversee campaign QA ensuring data accuracy and flawless delivery.
• Align direct mail with digital touchpoints to deliver cohesive omnichannel experiences.

Analytics & Insights

• Conduct on-going analysis of the prospect and house file to identify gaps for nurture or conversion.
• Translate data insights into actionable recommendations to improve campaign effectiveness and ROI.
• Lead post-campaign analyses to understand drivers of performance attribution impact and long-term customer value.
• Partner with other channels to grow base and build attribution methodology.
• Provide leadership in test design (A/B holdout multivariate) to optimize offers creativity and segmentation.

Cross-Functional Collaboration & Leadership

• Partner with creative product and operations teams to ensure consistent messaging and operational excellence across channels.
• Communicate performance results and strategic recommendations to leadership.
• Serve as the Subject Matter Expert for Product and IT directing development and maintenance of functional improvements and tracking across systems and platforms to ensure accuracy.
• Manage and mentor junior marketers or analysts fostering analytical curiosity and data-driven decision-making.
• Advocate for continuous improvement innovation and best practices in CRM and direct mail analytics.

What Youll Need to Be Successful:

• 7 years of experience in CRM lifecycle or retention marketing with direct ownership of analytics or reporting.
• Proven success managing integrated CRM and direct mail programs end-to-end.
• Advanced proficiency with CRM platforms (e.g. Salesforce Marketing Cloud Braze Iterable Adobe Campaign).
• Strong analytical skills able to interpret data create dashboards and present insights clearly.
• Hands-on experience with data visualization tools (e.g. Tableau Looker Power BI) and working knowledge of SQL or similar query languages.
• Deep understanding of segmentation testing methodology and attribution.
• Excellent cross-functional communication project management and attention to detail.
• Experience leading or mentoring a small team preferred.

Work Environment:

• On-site Berkeley CA
• 4 days in-office