Senior Director, CRM and Digital Engagement

Girl Scouts of the USA•New York, NY

30d•$109,000 - $180,000•Hybrid

About The Position

The Revenue Office/Girl Scout Merchandise leads merchandising, licensing, product sales, and other revenue streams, which in turn fund both Girl Scouts of the USA programming and administration and local council revenue. The teams at this division include e-commerce, operations, retail, licensing, and the famous Girl Scout Cookie Program and work closely with all the other communities to bring products to market for our Girl Scouts and to the public. The team also collaborates closely with external vendors, sponsors, and external agencies. POSITION SUMMARY The Senior Director, CRM and Digital Engagement lead the strategy and execution of CRM, digital marketing, and customer engagement programs to drive customer acquisition, retention, and lifetime value for Girl Scout Merchandise (GSM). This role focuses on deepening relationships with members, caregivers, volunteers, and local councils through data-driven marketing, optimized communication funnels, and personalized digital experiences. The Senior Director oversees CRM strategy, lifecycle campaigns, and analytics across email, paid, and other owned channels assured that digital engagement efforts align with GSM’s brand, commerce, and council support goals

Requirements

Extensive digital marketing and CRM leadership experience (10+ years) with a proven track record of driving engagement, conversion, and retention across multi-channel (email, SMS, paid, and owned) ecosystems.
Deep expertise in CRM strategy and marketing automation, including segmentation, personalization, lifecycle marketing, and customer journey optimization. (Salesforce, Adobe, or comparable platforms preferred.)
Strong understanding of digital funnel optimization and data-driven decision-making—able to translate analytics into actionable strategies that drive measurable growth.
Experience leading digital campaigns and content strategies that align to business goals and build loyalty across diverse customer and member segments.
Hands-on experience with SEO, SEM, and digital analytics tools (GA4, Looker, etc.), with the ability to extract insights and guide performance improvements.
Proven success collaborating across creative, merchandising, and technology teams to align CRM and marketing efforts with broader organizational objectives.
Demonstrated leadership ability (7+ years people management experience) with a record of mentoring and developing high-performing teams.
Exceptional communication and project management skills, with the ability to manage complex initiatives, influence cross-functional partners, and deliver results in a fast-paced, collaborative environment.
Financial and strategic acumen, including experience managing marketing budgets, prioritizing investments, and tracking ROI.
Mission-driven mindset, with enthusiasm for advancing Girl Scouts’ brand relevance and engagement through modern, meaningful digital experiences.
Office 365 or similar suites
Competency in PowerPoint or similar presentation software
Competency in Microsoft Excel or similar software
Netsuite, Adobe or similar E-Commerce platform experience
Email provider experience
Fluency in Google Analytics / GA4
Fluency in Looker or similar data analytics software
Salesforce experience
Bachelor’s degree or equivalent experience
Ten (10) years prior experience in a senior-level management or staff position with responsibility over multidisciplinary functions
Business, Marketing, Digital Marketing, Omni-channel Marketing or related field required

Responsibilities

CRM Strategy and Lifecycle Marketing
Develop and lead a comprehensive CRM strategy that enhances retention, reactivation, and lifetime value of members, caregivers, and volunteers.
Drive segmentation, personalization, and automated journey development across email and other channels.
Collaborate with internal partners to improve data infrastructure and ensure insights drive targeting and engagement.
Align lifecycle marketing with national membership and program engagement journeys.
Digital Marketing and Funnel Optimization
Lead multi-channel digital campaigns that drive awareness, conversion, and engagement across the member and shopper journey.
Own the marketing and promotional calendar, aligning with product launches and Girl Scout events.
Optimize campaign performance through A/B testing, analytics, and continuous improvement.
Oversee campaign creative, content, and channel strategy in alignment with merchandising goals and seasonal priorities.
Use A/B testing and analytics to optimize messaging, audience targeting, and conversion rates.
Partner with analytics teams to measure and refine strategies based on customer behavior and funnel performance.
Data, Analytics, and Tracking
Ensure robust digital tracking and attribution across all CRM and marketing touchpoints using GA4, Looker, and similar tools.
Translate analytics into actionable insights that inform marketing strategy and improve engagement metrics.
Lead SEO/GEO and SEM strategy to drive visibility and traffic, in partnership with internal and external teams.
Council Support and Enablement
Partner with Councils to accelerate eCommerce growth and strengthen digital marketing, CRM, and merchandising capabilities.
Lead strategies that help Councils expand Council-Own product sales on girlscoutshop.com and drive incremental online revenue.
Develop playbooks, training, and toolkits to build Council expertise in digital engagement, analytics, and merchandising best practices.
Empower Councils through ongoing workshops and peer-learning communities that promote collaboration, innovation, and shared success.
Team Leadership and Collaboration
Lead a cross-functional team focused on CRM, email marketing, analytics, and content.
Foster a culture of collaboration, curiosity, and continuous learning.
Partner closely with Creative, Merchandising, Operations, Analytics & Insights, and Technology teams to ensure alignment and seamless execution across digital touchpoints.

Benefits

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
Sick leave
Short- and Long-Term Disability for salary continuation
Health and Wellness Classes and Activities throughout the year