[Hiring] Vice President, Customer Journey & Audience Insights @Girl Scouts of the USA

Role Description

We are seeking a visionary, data-driven Vice President, Customer Journey & Audience Insights to lead the transformation of our marketing approach into a fully integrated, audience-first growth engine. This executive will unify program marketing, product marketing, and fund development marketing into a cohesive strategy grounded in deep audience understanding and end-to-end journey design. The role is responsible for translating data, research, and behavioral insights into connected, meaningful experiences across the full lifecycle—driving engagement, loyalty, and long-term value.

This leader will serve as the organization’s voice of the customer, championing a holistic, insight-led approach that advances membership renewal and growth, program participation and satisfaction, fundraising performance, and overall customer experience and lifetime value.

Essential Responsibilities

• Customer Journey Strategy & Experience Design
  • Develop and evolve the end-to-end customer journey across all audiences, touchpoints, and channels—from acquisition through retention, loyalty, and advocacy.
  • Develop and implement integrated journey frameworks and lifecycle strategies aligned to organizational goals.
  • Map and optimize key audience journeys, identifying friction points and opportunities to improve conversion, engagement, and satisfaction.
  • Ensure consistent, seamless experiences across digital, programmatic, fundraising, and offline touchpoints.
  • Lead cross-channel planning to align messaging, cadence, and experiences over a 12-month roadmap.
• Audience Insights & Data-Driven Strategy
  • Lead the development of a best-in-class audience insights function, integrating qualitative research, behavioral data, and advanced analytics.
  • Translate complex data into actionable insights that inform strategy, segmentation, and decision-making.
  • Develop audience segmentation, personas, and lifecycle models to personalize engagement at scale.
  • Establish and evolve key performance frameworks (e.g., retention, engagement, CLV, satisfaction, NPS).
• Integrated Marketing & Growth Leadership
  • Unify program, product, and fund development marketing into a cohesive, audience-first strategy.
  • Drive measurable growth across membership, participation, and fundraising through integrated campaigns and lifecycle programs.
  • Partner with brand, content, digital, and program teams to align storytelling with performance outcomes.
  • Lead test-and-learn strategies to optimize messaging, channels, and experiences across audiences.
  • Ensure marketing efforts are aligned to enterprise goals, delivering measurable business impact and return on investment (ROI).
• Voice of the Customer & Experience Advocacy
  • Serve as the enterprise customer advocate, ensuring decisions are grounded in audience needs and behaviors.
  • Establish mechanisms (research, feedback loops, satisfaction measurement) to continuously capture and act on audience voice.
  • Identify and address pain points across the customer experience, driving continuous improvement.
• Cross-Functional Leadership & Operating Model
  • Partner across Marketing, Product, Programs, Fundraising, Technology, and Analytics to align strategies, priorities, and execution.
  • Shape and evolve the operating model to enable a more agile, insight-driven marketing organization.
  • Collaborate with Customer Relationship Management, analytics, and technology teams to advance data infrastructure and marketing capabilities.
  • Lead agency and vendor relationships to support integrated execution and innovation.
• Team Leadership & Capability Building
  • Lead a high-performing, multidisciplinary team spanning journey strategy, lifecycle marketing, and insights.
  • Develop talent, foster innovation, and instill a culture of experimentation and continuous learning.
  • Establish scalable processes, governance, and best practices for journey orchestration and insights activation.

Qualifications

• Executive presence with exceptional communication and stakeholder management skills.
• Strategic, audience‑first leadership with strong enterprise influence.
• Cross‑functional collaboration with ability to align diverse teams.
• Data‑driven decision‑making with strong analytical judgment.
• Change leadership with a focus on team development and growth.

Requirements

• Bachelor’s degree or equivalent experience.
• 10-12+ years of experience in customer experience, lifecycle marketing, audience insights, or growth marketing, with increasing leadership responsibility.
• Proven track record developing and executing end-to-end customer journey strategies that drive measurable growth in engagement, retention, and revenue.
• Deep expertise in customer insights, analytics, segmentation, and research methodologies (quantitative and qualitative).
• Strong understanding of integrated marketing, including digital, CRM, content, and performance channels.
• Experience leveraging data and analytics to inform strategy and influence executive decision-making.
• Experience in nonprofit, mission-driven, membership, or B2C environments preferred.

Benefits

• Paid Time Off: GSUSA offers 20+ days of paid time off, 2 floating holidays, as well as 9 workplace holidays per year. GSUSA staff also enjoy a paid holiday year-end office closure between Christmas and New Year's.
• Medical and Behavioral Health Coverage: Plan options with individual and family coverage which includes wellness, hospitalization, and fertility assistance. Both plans include GSUSA partial subsidy of premium costs.
• Dental and vision coverage.
• Health Savings Accounts (HSAs) and Flexible Spending Accounts (FSAs) including Health, Dependent Care, and Limited FSA for those with Health Savings Accounts.
• Company-paid life insurance.
• Flexible work arrangements.
• 12 weeks of paid parental leave.
• 401(K) with company match.
• Short- and Long-Term Disability for salary continuation.
• Health and Wellness Classes and Activities throughout the year.

Salary Range

$140,400 - $225,000. This represents the present low and high end of the pay range for this position. This pay range is only applicable to NYC Metro-based employees, on a hybrid schedule. Actual pay will vary based on various factors, including but not limited to experience.

Position Type / Expected Hours of Work

This is a full-time, remote position. Days and hours of work are Monday through Friday, with east coast hours. Occasional evenings and weekends work may be required as job duties demand.

Travel Requirements

0-10%