VP, CRM

position overview The Head of CRM will serve as the strategic and operational leader responsible for centralizing and transforming CRM across the organization.

This role will design, implement and continuously optimize a unified CRM strategy that drives member engagement, prospect conversion, and, ultimately, revenue growth.

This role will operate as the owner of audience strategy and lifecycle orchestration across the organization, ensuring that all engagementfrom content to events to growth initiativesis connected through a unified CRM ecosystem.

Reporting into the EVP Content, Digital & Brand Business Unit, this leader will own the end-to-end CRM ecosystemincluding processes, lead management, data strategy, and customer journeysensuring alignment across marketing, growth, events, and technology teams.

You will oversee the CRM Manager role, ensuring strong execution of campaigns, segmentation, and lifecycle programs, while focusing at the leadership level on strategy, integration, and performance outcomes.

This role will act as the connective tissue between data, content, and growth by translating insights into actionable engagement strategies that enhance the full lifecyclefrom prospect to member.

position responsibilities Core responsibilities and tasks include: Lead the building, design and execution of a unified CRM strategy, consolidating fragmented efforts into a cohesive, scalable model aligned with business priorities which spans: Retention, Acquisition and tactical demand generation .Own the end-to-end audience lifecycle strategy, including acquisition, engagement, conversion, retention, and re-engagement across all audience types (members, prospects, partners) Develop a simple articulation and prioritization of CRM programs and their interconnections e.g.

ongoing member emails vs event demand generation vs targeted qualified sales lead programs vs Partner CRM (delineate top 10 from broad Partner comms vs Expert Network etc ) Oversee end-to-end lead and pipeline management, including generation, scoring, qualification, nurturing, and conversionensuring strong alignment with Growth and revenue targets Build and continuously refine data-driven customer journeys across the full lifecycle (prospects, members, partners), ensuring seamless transitions between touchpoints such as events, content and growth initiatives.

Define and implement advanced segmentation and personalization strategies, ensuring tailored engagement across audience cohorts Establish and manage CRM processes, including lead tracking, QSLs, response timelines and conversion modeling.

Implement dashboards and analytics to measure performance and drive continuous improvement.

Ensure CRM journeys are tightly integrated with content strategy, event participation, and product/program engagement Own CRM performance metrics, including engagement rates, conversion, pipeline contribution, retention, and lifetime value Collaborate closely with Technology (platform ownership), Con...