Director of Marketing, Digital Growth and Guest Experience

Position Overview

The Director of Marketing, Digital Growth and Guest Experience oversees the website’s content, functionality, and user experience to ensure seamless navigation. This key leadership role is responsible for driving new and repeat bookings and optimizing the digital customer journey across Backroads. This hands-on position requires a strong focus on data-driven decision-making and continuous optimization to deliver an exceptional guest experience. At Backroads, we uphold a commitment to transparency and fairness within our hiring process, particularly regarding compensation. The salary range posted for each role applies to both employment offers and employees actively working in the role.

Key Responsibilities

• Oversee the website’s content, functionality, and user experience to ensure seamless navigation.
• Drive new and repeat bookings and optimize the digital customer journey across Backroads.
• Oversee performance marketing, web strategy, analytics, and site production.
• Guide best practices for SEO/AEO, tagging, and user experience improvements while collaborating with product and engineering teams.

Required Qualifications

• 10+ years in digital marketing roles with experience managing 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.
• Familiarity with CRO tools, UX best practices, and site analytics (e.g., GA4, Unbounce).
• Excellent communication and prioritization skills for managing internal and external stakeholders.

Preferred Qualifications

• Drupal experience

Benefits & Perks

• 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 for Backroads trips
• Complimentary trips and trip discounts for employees and their friends and family
• Outdoor industry discounts and deals
• Alternative commuter incentives for biking, walking, carpooling, or using public transportation
• Wellness programs, including regular lunchtime bike rides and yoga