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.

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Director of Marketing, Digital Growth and Guest Experience