Lifecycle Marketing Manager

Join Country Walkers and VBT Bicycling Vacations; an award winning Vermont based active travel company and be part of our high performing international team. We offer deluxe small-group bicycling hiking and Discovery tours worldwide at a variety of levels and paces. Positively impacting peoples lives through active travel experiences is what were all about!Were looking for an experienced Marketing professional.

The Lifecycle Marketing Manager develops and executes lifecycle marketing strategies that engage customers from initial interest through booking travel and reengagement. Using customer insights segmentation testing and performance data this individual-contributor role partners with Creative Product Sales Operations and Technology to improve engagement conversion retention and lifetime value. The role independently manages assigned campaigns and programs within established strategy budget and approval processes without direct reports or ownership of overall marketing strategy department budget or the marketing technology roadmap.

Lifecycle Strategy and Campaign Management

• Develop and execute lifecycle campaigns across acquisition conversion onboarding pre/post-travel engagement retention and reactivation
• Build automated customer journeys based on interests behavior and booking activity
• Manage campaign schedules workflows testing deployment and post-campaign analysis
• Identify gaps and opportunities in the customer journey

Email and Direct Marketing

• Plan and execute email campaigns triggered communications newsletters and nurture programs
• Develop campaign briefs and partner with Copy and Design on brand-aligned content
• Maintain campaign calendars aligned with brand product and sales initiatives
• Apply best practices in targeting personalization deliverability and frequency
• Support additional channels (SMS direct mail) as capabilities evolve

Segmentation and Personalization

• Build customer segments using demographic behavioral transactional and travel-preference data
• Use insights to improve targeting messaging timing and offer relevance
• Partner with Data and Technology to improve profiles data quality and audience definitions
• Recommend personalization opportunities that avoid unnecessary complexity

Testing Measurement and Optimization

• Establish campaign objectives success measures and reporting requirements
• Monitor engagement conversion bookings revenue retention and unsubscribe rates
• Design and evaluate A/B and multivariate tests
• Translate results into findings and recommendations; report insights to stakeholders

• Bachelors degree in marketing communications business analytics or a related field or equivalent experience
• Approximately four to seven years of experience in lifecycle retention CRM email or digital marketing
• Demonstrated experience building customer journeys automated campaigns and segmented communications
• Experience with an email service provider marketing automation platform CRM or customer data platform
• Working knowledge of campaign analytics testing methodology and performance reporting
• Strong project-management skills across multiple campaigns and deadlines
• Strong written communication editing collaboration and analytical skills
• High level of accuracy and attention to detail

Preferred Qualifications

• Experience in travel hospitality tourism or another customer-focused industry
• Experience marketing products with longer consideration periods and repeat-purchase potential
• Familiarity with retention loyalty reactivation and lifetime-value strategies
• Experience with SMS direct mail or multichannel customer-journey programs
• Working knowledge of data visualization or business-intelligence tools
• Familiarity with privacy consent-management and email-deliverability practices