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.

What you'll be doing

• Own Backroads' lifecycle marketing strategy and guest journey, driving engagement from first inquiry through repeat travel and advocacy.
• Develop and execute the lifecycle marketing roadmap, including lead nurture, retention, re-engagement, loyalty, and personalization initiatives.
• Manage and lead a small team responsible for email marketing, marketing automation, guest nurture programs, loyalty marketing, and direct mail.
• Partner with Creative, Content, and Brand teams to deliver compelling, guest-centric communications that strengthen engagement and loyalty. (this role does not craft copy)
• Shape lifecycle communications by leading messaging strategy, audience targeting, journey design, campaign development, and content prioritization across guest touchpoints.
• Collaborate with the Principal Marketing Analyst to translate customer in