Director of Marketing, Digital Growth and Guest Experience

Backroads is a company passionate about connecting guests with beautiful travel experiences. The Director of Marketing, Digital Growth and Guest Experience will lead the marketing team to drive new and repeat bookings, optimize the digital customer journey, and oversee performance marketing and analytics.

Responsibilities

• Bring a growth mindset, practitioner expertise and a genuine passion for Backroads to define and execute digital marketing plans aligned with business and seasonal priorities
• Lead performance media strategy and oversight (Paid Search, Paid Social, Display), managing daily budgets, optimization and reporting
• Direct analytics function to track performance, provide actionable insights, and build marketing dashboards
• Prioritize the roadmap for digital execution—ensuring assets, campaigns, and landing pages are launched on time and optimized for conversion
• 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 ensure timely, accurate updates across 600+ trip pages and digital touchpoints
• Prioritize and direct web updates (copy, images, CTAs) in collaboration with Content, CRM, and external developers
• Guide best practices for SEO/AEO, tagging, and user experience improvements—working in tandem with product and engineering
• 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

Skills

• 10+ years in digital marketing roles with experience managing both performance media, CRM and website execution
• Proven experience leading teams and managing multiple projects simultaneously
• Strong working knowledge of Google Ads, Meta Ads Manager, Salesforce Marketing Cloud, and CMS platforms; Drupal experience preferred
• Familiarity with CRO tools, UX best practices, and site analytics (e.g., GA4, Unbounce)
• 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
• Drupal experience preferred

Benefits

• Comprehensive medical, dental, and vision insurance
• 401(k) with company match, flex plan, and parental leave
• Generous paid time off, 8 paid holidays, and additional time off to go on Backroads trips!
• Complimentary trips and trip discounts for employees, and trip discounts for employees’ friends and family!
• Outdoor industry discounts and deals
• Alternative commuter incentives for biking, walking, carpooling, or using public transportation to get to work
• Wellness programs and regular lunchtime bike rides and yoga

Company Overview

• Backroads is a biggest active travel company. It was founded in 1979, and is headquartered in Berkeley, California, USA, with a workforce of 501-1000 employees. Its website is https://www.backroads.com.