Marketing Writer - Brand & Creative

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 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