Director of Marketing

Company: Backroads
Location: Berkeley
Posted on: January 9, 2022

Job Description:

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. Director of Marketing - Berkeley based job, reporting to Tom Hale, Founder & President Role and Responsibilities
The successful candidate will be a strong leader capable of building and developing talent with a track record in luxury, premium brands with a strong direct to consumer background. You will lead all aspects of our Marketing team - from brand, creative and communications to performance (web, CRM, acquisition marketing and content). You have deep experience in CRM (and understand how to drive strategy and outcomes for a high repeat business), acquisition marketing, web sites and print (direct mail is a critical element to our marketing mix). You have hands-on experience with end-to-end Mar-Tech stack, and can partner to identify new tools, and drive requirements to implement. Your leadership style is rooted in collaboration - you believe strongly in working across departments. You will report to the founder, and President. Direct reports will include the Sr. Manager of Brand and Marketing Communications, and the Sr. Manager of Performance Marketing. Branding, Communications, Content:
--- You can lead a team to develop content that says it like it is - versus fluffy marketing speak, while bringing our amazing trips to life for guests. You have lead content and communications teams and can develop tight project plans and execute.
--- Content: You have prior experience with Content Marketing strategy and are adept at working to ensure the SEO resources are developing content to support ranking, traffic, guest journey, and conversions.
--- You have lead brand and creative teams in past roles, and understand how to brief, critique, and produce a constant stream of materials from digital ads, to direct mail, email, white papers, trade show booths, and more. Acquisition/Performance Marketing:
--- You have hands-on (in house, NOT agency) experience directing, optimizing, and driving all PPC channels. You understand both retention and acquisition marketing and you've led a team to develop all the requisite performance and ROI tracking. You are adept at reviewing, managing, and directing PPC performance in all platforms, Ad Words, FB, Bing, Criteo, etc.
--- We strongly prefer a candidate with direct mail experience. Alternative experience might include deep (hands-on) LTV/CRM, house file segmentation experience in email and other channels.
--- You've led a team to develop compelling social campaigns, have a built a strong following, including engaging key influencers.
Web Site Product Management and Production:
--- Experience leading web strategy, UI development and web team
--- Experience developing and managing to web performance and metrics from traffic generation to lead to booking conversion and guest experience
Qualifications:
--- 10+ years in Marketing leadership roles, progressively taking on more elements of the marketing mix. Operated within a high-touch, high-repeat organization where growth is north of 20%.
--- Demonstrated experience leading performance (fluency in modern marketing channels to grow both brand and customer base), brand and consumer marketing.
--- Proven track record overseeing ROI on brand marketing initiatives with clear success via measurable results.
--- BA required, MBA preferred. Personal Characteristics:
--- Motivated by the challenge of engaging and exciting guests
--- Absolute attention to detail, and quality
--- Believes in the power of brand, and has experience generating demand
--- Trustworthy, collaborative, inquisitive, drives to excellence and results Competitive salary plus excellent benefits including comprehensive medical, dental and vision insurance, 401(k), flex plan, generous time-off and travel benefits, and more. To apply, please send a cover letter explaining why you think you'd be a great fit for Backroads along with your resume and salary requirements to staffing@backroads.com with "Director of Marketing" in the subject line of your email Backroads is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. Job Title Director of Marketing Displayed Listing Date Sat, 07/24/2021 - 12:00 Job Location From our founder I can't imagine a better way to travel the world than under your own power and in the company of like-minded adventurers. Sure, Backroads provides superb accommodations and meals, amazing Trip Leaders and unforgettable local encounters. But whether you're sticking with the group or breaking off on your own, all of our planning and support are ultimately aimed at one simple thing: giving you the flexibility you need to discover the world on your own terms.

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