VP, CRM

position overview

The Head of CRM will serve as the strategic and operational leader responsible for centralizing and transforming CRM across the organization. This role will design, implement and continuously optimize a unified CRM strategy that drives member engagement, prospect conversion, and, ultimately, revenue growth.

This role will operate as the owner of audience strategy and lifecycle orchestration across the organization, ensuring that all engagement-from content to events to growth initiatives-is connected through a unified CRM ecosystem.

Reporting into the EVP Content, Digital & Brand Business Unit, this leader will own the end-to-end CRM ecosystem-including processes, lead management, data strategy, and customer journeys-ensuring alignment across marketing, growth, events, and technology teams.

You will oversee the CRM Manager role, ensuring strong execution of campaigns, segmentation, and lifecycle programs, while focusing at the leadership level on strategy, integration, and performance outcomes.

This role will act as the connective tissue between data, content, and growth by translating insights into actionable engagement strategies that enhance the full lifecycle-from prospect to member.

position responsibilities

Core responsibilities and tasks include:

• Lead the building, design and execution of a unified CRM strategy, consolidating fragmented efforts into a cohesive, scalable model aligned with business priorities which spans: Retention, Acquisition and tactical demand generation

• .Own the end-to-end audience lifecycle strategy, including acquisition, engagement, conversion, retention, and re-engagement across all audience types (members, prospects, partners)

• Develop a simple articulation and prioritization of CRM programs and their interconnections e.g. ongoing member emails vs event demand generation vs targeted qualified sales lead programs vs Partner CRM (delineate top 10 from broad Partner comms vs Expert Network etc )

• Oversee end-to-end lead and pipeline management, including generation, scoring, qualification, nurturing, and conversion-ensuring strong alignment with Growth and revenue targets

• Build and continuously refine data-driven customer journeys across the full lifecycle (prospects, members, partners), ensuring seamless transitions between touchpoints such as events, content and growth initiatives.

• Define and implement advanced segmentation and personalization strategies, ensuring tailored engagement across audience cohorts

• Establish and manage CRM processes, including lead tracking, QSLs, response timelines and conversion modeling. Implement dashboards and analytics to measure performance and drive continuous improvement.

• Ensure CRM journeys are tightly integrated with content strategy, event participation, and product/program engagement

• Own CRM performance metrics, including engagement rates, conversion, pipeline contribution, retention, and lifetime value

• Collaborate closely with Technology (platform ownership), Content (journey-driven content) and Growth/Event teams to ensure alignment and effectiveness of CRM strategies.

• Define SLAs, workflows and best practices to standardize CRM operations, while identifying opportunities for automation, efficiency, and scale.

• Oversee and guide outsourced vendors supporting CRM execution (e.g., lead gen, digital campaigns), ensuring alignment with strategy and delivery against defined KPIs.

• Partner with Brand and Content teams to ensure messaging consistency and alignment across all CRM-driven communications

• Develop and drive an execution model leveraging external partners and develop the related business case

• Define and implement standardized processes for capturing and converting event-based prospects into qualified leads.

• Identify and operationalize opportunities from events, ensuring timely follow-up and integration into CRM journeys.

• Partner with Events and Growth teams to maximize ROI from event participation through structured lead workflows.

• Act as the central integration point across Growth, Members, Content, Brand, and Program Management, ensuring CRM is embedded across all audience touchpoints

• Establish clear accountability for event ROI through CRM metrics and pipeline contribution

• Establish data governance standards to ensure accuracy, consistency, and integrity across CRM systems.

• Ensure governance frameworks support scalability and cross-functional data usage across the organization

• Lead organizational adoption of centralized CRM processes, driving alignment across teams.

• Provide guidance, training and enablement to ensure effective use of CRM tools and workflows.

• Act as a change agent to shift the organization toward a more data-driven, CRM-led approach.