Lifecycle Marketing Manager

Overview

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 people's lives through active travel experiences is what we’re all about! We're 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.

Responsibilities

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

Qualifications

• Bachelor's 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