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. The VP of CRM will 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. This executive owns the next-generation booking and CRM platform, which will serve as the commercial nervous system for guest interactions. The core of this role is building the lifecycle marketing programs that move guests through every stage of the Topgolf relationship — from first booking to loyal advocate. These programs must be personalized, automated at scale, and continuously optimized. This executive will also ensure that every program the team runs is grounded in data, measured rigorously, and continuously improved based on what the numbers reveal. The membership program is one of the most consequential commercial opportunities in Topgolf's current plan, and the VP of CRM will be the primary architect of how it is marketed, sold, and retained. League players are among Topgolf's most valuable guests, and the revamp of Leagues is a significant opportunity where CRM is central to its success. The impact of this role scales with how well it connects to the rest of the commercial organization.

Requirements

Full Scope of the Role CRM Strategy & Organizational Leadership
This role is first and foremost a strategic leadership role.
Build, lead, and scale a high-performing CRM organization
Establish CRM as a strategic growth function, not a campaign execution team
Partner closely with Revenue Management, Marketing, Finance, Operations, Product, and Technology
Champion a guest-first culture by translating customer data into actionable insights
Lead the strategy, design, and execution of end-to-end lifecycle marketing programs
Develop sophisticated segmentation strategies
Build automated lifecycle journeys
Design and operate a rigorous experimentation framework — A/B and multivariate testing
Establish clear governance standards for messaging cadence, brand voice, and regulatory compliance
Develop the personalized pre-arrival upsell programs
Lead the full RFP, evaluation, selection, and implementation process for Topgolf's next-generation booking and CRM platform
Define the functional requirements for the new platform
Serve as executive owner of Topgolf's CRM technology ecosystem on an ongoing basis
Lead the CRM technology roadmap in partnership with Engineering and Data teams
Ensure data quality, operational excellence, and regulatory compliance
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
Translate complex customer data into strategic recommendations
Leverage predictive analytics to anticipate guest behavior
Build the reporting infrastructure that connects CRM performance to venue-level revenue outcomes
Own the guest-side execution of the revamped tiered membership program
Develop the Summer Fun Pass CRM strategy
Build the loyalty program engagement strategy
Partner with Revenue Management to model the CRM economics of each membership tier
Develop and test the CRM strategy for Topgolf's affinity credit card program
Partner with VP Golf Marketing to rebuild the lifecycle marketing experience for league members
Build the segmentation strategy for avid golfers and league participants
Develop the upsell and cross-sell programs for league participants
Use CRM data to identify high-potential league recruits
Serve as the primary CRM partner to VP Revenue Management
Coordinate with VP Marketing & Media
Partner with Operations to translate CRM insights into venue-level actions
Support the international franchise strategy by developing scalable CRM tools, playbooks, and best practices

Nice To Haves

Topgolf is a global sports and entertainment community and is committed to equal opportunity and is firmly committed to preventing discrimination and harassment, including sexual misconduct, based on legally protected diversity characteristics (such as race, color, religion, national origin, sex, age, disability, sexual orientation, gender identity or expression, family status, citizenship, genetic information and veteran status) in its application and hiring processes and in its employment decisions.
As an affirmative action employer, Topgolf also takes steps to prevent retaliation and to create a respectful, equitable and inclusive environment for our Guests, Associates, business partners, vendors, and the communities we serve.
Topgolf is an equal opportunity affirmative action employer and administers all personnel practices without regard to race, color, religion, sex, age, national origin, disability, sexual orientation, gender identity or expression, marital status, veteran status, genetics or any other category protected under applicable law.
Topgolf Entertainment Group does not accept unsolicited agency resumes.
Please do not forward unsolicited agency resumes to our website, employees or Human Resources.
Topgolf will not pay fees for unsolicited agency resumes and will not be responsible for any agency fees associated with unsolicited resumes.
Unsolicited resumes received will be considered property of Topgolf Entertainment Group and will be processed accordingly without fee.
Topgolf participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S.

Responsibilities

Define 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