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Marketing Analyst (Full Funnel)
full-time•Berkeley
About this role
Excited to grow your career?
We value our talented employees, and whenever possible strive to help one of our associates grow professionally before recruiting new talent to our open positions. If you think the open position you see is right for you, we encourage you to apply!
Our people make all the difference in our success.
About the Role
The Marketing Analyst is a data-driven strategist responsible for measuring, interpreting, and optimizing performance across all marketing channels. This individual provides the reporting backbone for the Web, Paid Media, CRM, and Loyalty teams, blending statistical expertise with AI-powered tools to uncover and act on patterns in guest behavior, campaign performance, and web analytics. They bridge human judgment with machine intelligence to accelerate business insights and drive smarter, faster marketing decisions, delivering insights that help Backroads improve acquisition, conversion, and retention.
What You’ll be Doing:
Develop and maintain dashboards and reports to track KPIs across paid media, email, web, CRM, and loyalty campaigns.
Collaborate with channel leads to define campaign goals and monitor performance against targets.
Document and maintain the data layer in Google Tag Manager, ensuring the accuracy and integrity of data collection throughout the ecosystem.
Regularly analyze user behavior across the booking funnel and generate actionable insights.
Use AI tools and platforms (like GPT, BigQuery ML, or AutoML) to generate and test hypotheses at scale.
Automate repetitive queries and reporting via scripts, bots, or AI copilots.
Communicate insights visually and contextually, often embedding generative narratives directly into dashboards.
Plays a key role in data governance, ensuring AI-generated insights are ethical and unbiased.
What you'll need to be successful:
3–5 years of experience in marketing analytics, performance marketing, or ecommerce analytics.
Proficiency in tools such as GA4, Google Tag Manager, PowerBI/Looker/Tableau, and Excel.
Familiarity with AI tools and platforms.
Experience analyzing multichannel funnels and user journeys.
Strong understanding of KPIs such as CAC, LTV, ROAS, and conversion rate.
Excellent communication skills and the ability to convey data clearly to stakeholders.
Work environment:
- On-Site, Berkeley, CA
- 4 days in-office, 1 day work from home
- Backroads is unable to provide visa sponsorship or take over existing sponsorships at this time or in the future
About the Department
The Backroads Marketing team is powered by strong collaborators, visionaries and creative minds who bring decades of knowledge and experience to showcase the fun-filled seamless adventures our guests love. You’ll be bringing your imagination, strong work ethic and critical eye for detail to a dedicated group of team members who are passionate about sharing the joys of active travel with both returning guests and brand-new audiences.
The department is comprised of several teams, which include the below:
Direct Mail & CRM: Engages past and prospective guests through targeted email campaigns and personalized direct mail, leveraging data to drive bookings and loyalty.
PR & Partnership: Builds brand awareness and credibility through media outreach, strategic partnerships and influencer collaborations to expand Backroads’ reach.
Website Management: Oversees the website’s content, functionality and user experience to ensure seamless navigation, accurate information and optimized conversion.
Brand, Content, Community: Responsible for the creative design, content and social media presence for the Backroads brand.
By joining the Marketing team at Backroads, you’ll be part of a group that values building innovative people processes and fostering a positive, inclusive employee experience.
What you'll do
- The Marketing Analyst is responsible for measuring, interpreting, and optimizing performance across all marketing channels. This includes developing dashboards, collaborating with channel leads, and analyzing user behavior to generate actionable insights.
About Backroads
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. Give us a call or visit our website for more information on the world of Backroads! 800-462-2848
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Frequently Asked Questions
What does a Marketing Analyst (Full Funnel) do at Backroads?
As a Marketing Analyst (Full Funnel) at Backroads, you will: the Marketing Analyst is responsible for measuring, interpreting, and optimizing performance across all marketing channels. This includes developing dashboards, collaborating with channel leads, and analyzing user behavior to generate actionable insights..
Is the Marketing Analyst (Full Funnel) position at Backroads remote?
The Marketing Analyst (Full Funnel) position at Backroads is based in Berkeley, California, United States. Contact the company through Clera for specific work arrangement details.
How do I apply for the Marketing Analyst (Full Funnel) position at Backroads?
You can apply for the Marketing Analyst (Full Funnel) position at Backroadsdirectly through Clera. Click the "Apply Now" button above to start your application. Clera's AI-powered platform will help match your profile with this opportunity and guide you through the application process.