VP, Customer Journey & Audience Insights

Girl Scouts of the USA•,

7d•$140,400 - $225,000•Remote

About The Position

Girl Scouts of the USA (GSUSA) is seeking a visionary, data-driven Vice President, Customer Journey & Audience Insights to lead the transformation of their 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.

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.
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.
CRM management (e.g., Salesforce or equivalent platforms)
Customer data platforms and audience segmentation tools
Marketing automation and personalization technologies
Analytics and performance measurement tools
Competency in Office 365

Nice To Haves

Experience in nonprofit, mission-driven, membership, or B2C environments preferred.

Responsibilities

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.
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).
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).
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.
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.
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.

Benefits

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
20+ days of paid time off
2 floating holidays
9 workplace holidays per year
paid holiday year-end office closure between Christmas and New Year's