Marketing Analyst - Full Funnel

About the Role

The 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 You’ll 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.
• 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.

What you'll need to be successful

• 3–5 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.

About the Department

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.

Work environment

On-Site, Berkeley, CA
4 days in-office, 1 day work from home
Backroads is unable to provide visa sponsorship or take over existing sponsorships at this time or in the future

About Backroads

At Backroads we’re passionate about connecting our guests with so many of the most beautiful places in the world. We use our four-plus decades of expertise to create exceptional biking, hiking, and multi-adventure trips in over 50 countries for people wanting a deeper and richer travel experience. We travel on land as well as by small luxury ships on active river and ocean cruises. Our trips are for all ages – including dedicated itineraries just for families. We are known for our unwavering attention to quality. We have a dynamic work environment and a strong company culture.

Why Backroads

• We value every single member of our staff, and we’re proud to offer a dynamic work environment that enables growth.
• Your colleagues will be some of the most dedicated, competent, active, and fun people you will ever meet.
• A job at Backroads is unlike any other job you will ever have – you will be challenged, you will be inspired, and you will be gratified.
• No matter what you do here, you will be part of something that makes us all proud – delivering authentic, enriching, and often profoundly life-changing experiences.
• On top of all that, we have some pretty great benefits and perks!

Salary Ranges

$95,000.00 - $115,000.00

This pay range is intended for in-person work in our Berkeley, CA headquarters. Pay ranges for remote-eligible roles will be subject to adjustment based on the geolocation of the employee.