Vice President, 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 Content, Digital & Brand Business Unit, this leader will own the enterprise CRM engagement strategyincluding audience lifecycle management, customer journeys, lead-management practices, campaign processes, and performance outcomes.

The role will partner closely with the VP, Data, Platforms & Digital Solutions to ensure these strategies are effectively enabled within current systems and to evaluate additional capabilities when needed.

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.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.

Define CRM KPIs and reporting requirements, interpret performance, and partner with the VP, Data, Platforms & Digital Solutions to enable dashboards and analytics through current systems or other effective capabilities.

Ensure CRM journeys are tightly integrated w...