Lifecycle Marketing Manager
About the role
We are seeking a strategic, guest-centric Lifecycle Marketing Manager to lead the development and execution of Backroads' lifecycle marketing strategy across the entire guest journey, from initial inquiry through repeat travel and brand advocacy. This role will ensure guests receive relevant, timely, and engaging communications that strengthen relationships, deepen loyalty, and drive long-term business growth. The Lifecycle Marketing Manager combines customer insight, marketing expertise, creative thinking, and team leadership to create seamless, data-informed experiences across channels. As the owner of lifecycle strategy, this individual will partner cross-functionally to align messaging, audience strategy, and campaign execution around the needs of our guests. This role works closely with the Principal Marketing Analyst, who leads customer analytics, forecasting, attribution, testing frameworks, and performance insights. Together, these leaders bring customer strategy and analytical rigor to optimize the guest experience and drive measurable business results.
The Backroads Marketing team is powered by strong collaborators, visionaries and creative minds who bring decades of knowledge and experience to showcase the fun-filled seamless adventures our guests love. You’ll 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 website’s 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, you’ll be part of a group that values building innovative people processes and fostering a positive, inclusive employee experience.
Founded in 1979, Backroads is the world’s leading guest-focused travel company, offering luxury Biking, Hiking & Walking, and Multi-Adventure Trips for active people of all ages and experience levels. But we’re more than