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Marketing Writer - Brand & Creative

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About the Marketing Department:

The Marketing team drives brand awareness, customer engagement, and trip bookings through strategic campaigns, compelling content, and data-driven insights. They manage digital and traditional marketing channels, optimize customer outreach, and enhance the brand’s presence to inspire travelers and grow the business.

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.

About the role:

The Marketing Writer will play a key role in crafting compelling, strategic copy that drives engagement across all Backroads marketing channels and guest communications. From catalogs and emails to web content and ads, you’ll help tell the Backroads story, positioning us as the leader in active travel while maintaining and evolving our distinct brand voice. This role requires both creativity and adaptability, as you’ll be responsible for producing everything from punchy headlines to longer-form storytelling that strikes the perfect balance between fun and professional.

The ideal candidate thrives in a fast-paced environment, has an eagle eye for detail, and can seamlessly shift between styles to suit different formats and audiences. You’re adaptable and open to feedback, and have a keen understand of how to integrate relevant keywords naturally while optimizing content for clarity and engagement. With at least four years of copywriting experience in an ad agency, you bring a passion for storytelling and a knack for delivering copy that captivates, informs, and inspires action.

What you’ll be doing:

Bring the Backroads Brand to Life – You’ll write engaging, persuasive, and strategically aligned copy that connects with our guests and reinforces our leadership in active travel.
Develop Multi-Channel Content – You’ll write copy for direct mail, email campaigns, web pages, blogs, social media, digital ads and more.
Shape Brand Positioning – You’ll work with leadership, marketing, and messaging teams to refine and evolve our company’s voice as we expand our trip offerings.
Collaborate Across Teams – You’ll partner with trip development, demand planning, sales, and marketing other stakeholders to ensure copy aligns with creative direction and business objectives.
Create Special Features – You will contribute to unique content projects, such as guest, staff, and trip leader profiles, that add depth and personality to our brand.
Support Trip-Specific Copywriting – You’ll write, revise, and refine copy that accurately details each trip’s daily activities, logistics and regional/cultural details for the Travel Planner and catalog/web.
Contribute to Guest Communications and Trip Alerts – You’ll craft clear and informative messaging to update guests pre trip.
Ensure Consistency and Quality – You’ll maintain a high standard of writing across all touchpoints, balancing creativity with clarity and precision.

What you’ll need to be successful:

4+ years of copywriting experience in an ad agency or in-house marketing team for a consumer-facing brand.
Bachelor’s degree in a relevant field.
Strong portfolio showcasing a range of work, including digital and print content.
Experience across diverse marketing channels, with a strong emphasis on digital.
Familiarity with CMS platforms and content management best practices.
Ability to think strategically and align messaging with broader marketing goals.
Excellent collaboration and presentation skills – you can sell an idea and defend your creative choices.
Experience working with a creative partner or team.

Work Environment:

Berkeley, CA
4 days in-office

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.

Why Backroads:

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. On top of all that, we have some pretty great benefits and perks! For example our US office employees receive:

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 to go on Backroads trips!
Complimentary trips and trip discounts for employees, and trip discounts for employees’ friends and family!
Outdoor industry discounts and deals
Alternative commuter incentives for biking, walking, carpooling, or using public transportation to get to work
Wellness programs and regular lunchtime bike rides and yoga

Backroads is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

Salary Ranges:

$78,000.00 - $100,000.00

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.

New hires are typically offered a starting salary between the minimum and midpoint of the range to ensure there is continued opportunity for salary progression during your employment at Backroads, reflecting our commitment to rewarding ongoing dedication, high performance, and significant contributions to our team. This approach not only supports our budgeting strategy but also our intention to foster an environment that encourages long-term growth and strong relationships between Backroads and our valued employees.

Our office roles are onsite in our Berkeley headquarters, unless specifically noted as 'available for remote'. We do allow one work-from-home day a week, as well as one work-from-anywhere week per year. This pay range is intended for in-person work in our Berkeley, CA headquarters. Pay ranges for remote-eligible roles will be subject to adjustment based on the geolocation of the employee.

Average salary estimate

$89000 / YEARLY (est.)

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$78000K

$100000K

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What You Should Know About Marketing Writer - Brand & Creative, Backroads

If you love crafting compelling stories that engage and inspire, the Marketing Writer - Brand & Creative position at Backroads in Berkeley, California, could be your perfect fit! Joining our vibrant Marketing team means you’ll play a crucial role in shaping the Backroads brand, turning exciting travel adventures into captivating narratives that resonate with our guests. Whether it’s writing punchy email campaigns, creating informative web content, or developing intriguing social media posts, your creativity will shine as you help position us as leaders in active travel. You’ll have the freedom to adapt your writing style across formats and audiences, all while collaborating with different teams to ensure our messaging is aligned with our brand identity and business objectives. With a focus on maintaining our voice while pushing the envelope creatively, your ability to incorporate important keywords seamlessly will ensure that our stories reach the right travelers. If you have four or more years of copywriting experience, preferably in an ad agency or consumer-focused brand, along with a passion for storytelling and a keen eye for detail, we’d love to hear from you. Here at Backroads, you’ll not only be part of a dedicated team that values diversity and collaboration but also enjoy a dynamic work environment that encourages personal and professional growth. Come and help us connect travelers with incredible experiences that leave lasting memories!

Frequently Asked Questions (FAQs) for Marketing Writer - Brand & Creative Role at Backroads

What are the key responsibilities of a Marketing Writer - Brand & Creative at Backroads?

As a Marketing Writer - Brand & Creative at Backroads, your primary responsibilities include crafting engaging copy for various marketing channels such as direct mail, email, social media, and web content. You will bring the Backroads brand to life by developing multi-channel content that not only captivates our audience but also aligns with our strategic messaging. Additionally, you'll collaborate with different teams to refine our brand voice, create unique content features, and ensure consistency across all communications.