VP CRM & Lifecycle Marketing

Topgolf•Dallas, TX

About The Position

This role carries both a long-term organizational build mandate and a set of near-term deliverables the business needs quickly. Year one priorities include the BookNow Platform Replacement, leading the RFP, vendor selection, and implementation of Topgolf's next-generation booking and CRM platform. The current system limits the company's ability to segment guests, personalize offers, and integrate booking data with CRM. The new platform will serve as the commercial nervous system for guest interactions. Another priority is the Tiered Membership Program Launch, which involves building the CRM infrastructure and lifecycle marketing programs for the revamped good/better/best membership program. This includes the acquisition funnel for each tier, onboarding journeys, engagement programs for active members, and renewal and win-back strategies. Close collaboration with Revenue Management on pricing and yield architecture is essential. The Summer Fun Pass initiative requires defining the CRM and marketing strategy for this program, balancing aggressive acquisition marketing with smart lifecycle management to ensure pass holders visit frequently enough for expected yield. The Leagues Revamp involves partnering with VP Golf Marketing to rebuild the CRM experience for league players, Topgolf's most visit-frequent and highest-value guest segment. This includes pre-season enrollment campaigns, in-season engagement, and post-season re-enrollment and upsell journeys. Finally, establishing the CRM Segmentation Foundation is key, defining the core segmentation model for Topgolf's guest database, including player types, behavioral cohorts, and demographic cuts that will underpin all future lifecycle programs. Different messaging strategies are required for avid golfers, social groups, corporate buyers, families, and college-age guests.

Requirements

Full Scope of the Role CRM Strategy & Organizational Leadership
CRM Strategy & Organizational Leadership
Lifecycle Marketing & Personalization
BookNow Replacement & CRM Platform
Data, Analytics & Customer Insights
Membership, Loyalty & Retention Programs
Leagues & Golf Community
Cross-Functional Integration

Responsibilities

Define how Topgolf thinks about its guest relationships — what success looks like, how it gets measured, and what organizational capability is needed to deliver it.
Own the long-term CRM vision, strategy, and technology roadmap for Topgolf, aligning guest engagement objectives with venue performance, digital product adoption, membership, and revenue goals.
Build, lead, and scale a high-performing CRM organization — bringing in the right combination of strategy, analytics, campaign, and technology talent.
Establish CRM as a strategic growth function, not a campaign execution team — ensuring the discipline influences product development, venue experience design, and pricing strategy.
Partner closely with Revenue Management, Marketing, Finance, Operations, Product, and Technology to integrate CRM across the full guest lifecycle.
Champion a guest-first culture by translating customer data into actionable insights that improve experiences across every touchpoint.
Lead the strategy, design, and execution of end-to-end lifecycle marketing programs across email, SMS, push notifications, in-app messaging, and emerging channels.
Develop sophisticated segmentation strategies using guest behavior, gameplay patterns, visit frequency, purchase history, loyalty engagement, and event booking history.
Build automated lifecycle journeys covering acquisition, onboarding, repeat visitation, event booking, membership enrollment, and long-term retention.
Design and operate a rigorous experimentation framework — A/B and multivariate testing — to continuously improve engagement rates, upsell attach, and incremental revenue contribution.
Establish clear governance standards for messaging cadence, brand voice, and regulatory compliance across all CRM touchpoints.
Develop the personalized pre-arrival upsell programs — in coordination with Revenue Management — that surface the right My Bay My Way upgrade offers to the right guests before they arrive.
Lead the full RFP, evaluation, selection, and implementation process for Topgolf's next-generation booking and CRM platform — in close partnership with Technology, Finance, and Revenue Management.
Define the functional requirements for the new platform: guest segmentation capability, booking flow personalization, pricing logic integration, loyalty program enrollment, and pre/post-visit communication automation.
Serve as executive owner of Topgolf's CRM technology ecosystem on an ongoing basis, managing vendor relationships and driving continuous platform improvement.
Lead the CRM technology roadmap in partnership with Engineering and Data teams — evaluating AI, automation, and personalization capabilities as they emerge.
Ensure data quality, operational excellence, and regulatory compliance across all CRM platforms and customer communications.
Partner with Data & Analytics and Business Intelligence teams to define Topgolf's CRM data architecture, guest profile standards, and reporting frameworks.
Own the core CRM performance metrics: customer acquisition cost, visit frequency, engagement rate, retention, churn, loyalty participation, customer lifetime value, and revenue contribution per cohort.
Translate complex customer data into strategic recommendations for the CCO, CEO, and board — communicating what the data means for the business, not just what it shows.
Leverage predictive analytics to anticipate guest behavior: who is at risk of churning, who is ready for a membership upgrade, who should receive a win-back offer, who will respond to a Leagues enrollment campaign.
Build the reporting infrastructure that connects CRM performance to venue-level revenue outcomes — ensuring the team is accountable to commercial impact, not just marketing metrics.
Own the guest-side execution of the revamped tiered membership program — acquisition marketing for each tier, onboarding journeys, engagement programs for active members, renewal sequences, and win-back campaigns for lapsed members.
Develop the Summer Fun Pass CRM strategy: acquisition campaigns, in-season engagement to drive visit frequency, and post-season conversion to annual membership.
Build the loyalty program engagement strategy, including the long-term vision for a unified loyalty ecosystem spanning Topgolf, Toptracer, and Topgolf Swing Suites.
Partner with Revenue Management to model the CRM economics of each membership tier — ensuring programs are designed to maximize both guest engagement and yield impact.
Develop and test the CRM strategy for Topgolf's affinity credit card program, aligning loyalty mechanics with the broader membership and retention agenda.
Partner with VP Golf Marketing to rebuild the lifecycle marketing experience for league members — from pre-season enrollment through in-season engagement and post-season re-enrollment.
Build the segmentation strategy for avid golfers and league participants as distinct cohorts within the broader CRM framework.
Develop the upsell and cross-sell programs for league participants — event bookings, private lesson packages, merchandise, and membership upgrades.
Use CRM data to identify high-potential league recruits within the broader guest database and activate targeted enrollment campaigns.
Serve as the primary CRM partner to VP Revenue Management: sharing engagement data that informs demand forecasting, and activating targeted campaigns to fill the yield gaps the revenue management team identifies.
Coordinate with VP Marketing & Media to ensure CRM lifecycle programs are integrated with the broader campaign calendar — avoiding guest fatigue and reinforcing campaign messages through owned channels.
Partner with Operations to translate CRM insights into venue-level actions — ensuring General Managers understand the guest behaviors in their market and can act on them.
Support the international franchise strategy by developing scalable CRM tools, playbooks, and best practices that franchise partners can deploy in their local markets.