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| Company Name: |
Backroads |
| Location: |
Berkeley, CA United States |
| Position Type: |
Full Time |
| Post Date: |
05/29/2026 |
| Expire Date: |
07/29/2026 |
| Job Categories: |
Hospitality/Tourism |
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Marketing Analyst - Full Funnel
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.
Qualifications & Requirements
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
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| Company Name: |
Backroads |
| Website: | https://backroads.wd1.myworkdayjobs.com/en-US/BR/details/Marketing-Analyst----Full-Funnel_JR100880-1 |
Company Description:
At Backroads, we value every single member of our staff, and we’re proud to offer a dynamic work environment that enables growth. Your colleagues will be some of the most dedicated, competent, active, and fun people you will ever meet. A job at Backroads is unlike any other job you will ever have – you will be challenged, you will be inspired, and you will be gratified. No matter what you do here, you will be part of something that makes us all proud – delivering authentic, enriching, and often profoundly life-changing experiences.
Backroads is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
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