VP, CRM

Brief Description 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 Event-to-CRM Integration 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 Governance, Compliance & Data Integrity 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 Change Management & Adoption 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. Requirements position requirements 10+ years of experience in CRM, marketing operations, or customer lifecycle management, with at least 5 years in a leadership role. Proven experience owning or significantly influencing revenue, pipeline, or growth metrics through CRM strategies Experience operating in highly cross-functional environments, integrating CRM across multiple teams (growth, content, product, etc.) Strong experience designing customer journey frameworks Deep expertise in lead generation, lead scoring and conversion optimization strategies. Experience working with data ecosystems (data lakes, dashboards, analytics tools) and translating data into actionable insights Hands-on experience with CRM platforms and marketing automation tools. Innovative mindset with a focus on continuous improvement and scalability. Ability to translate business goals into CRM strategies that drive measurable outcomes. Strong executive presence with the ability to influence senior stakeholders and drive organizational alignment Ability to operate in a fast-paced, evolving organization with shifting priorities Summary about the 4As A 501(c )(6) non-profit association We focus on core values of Passion, Agility, Curiosity and Collaboration as we partner together to support and champion 4As members to help their business thrive as we also strive to move the industry forward. Great team with strong mission and energy Summer Fridays Week off between Christmas & New Year Holidays Enviable work/life integration Volunteer Days What We Do Our mission is to empower and equip our members to confidently navigate the ever-changing ecosystem of the agency world. We ensure they remain relevant, are positioned to compete, and have the resources to thrive and grow. Our promise to our members? We aim to be an indispensable resource that is as accessible as their own agency team. We are dedicated to, and vested in, our members’ success, just as they are dedicated to helping brands create, distribute, and measure effective and insightful advertising and marketing. And we champion the infinite power of creativity and value agencies bring in driving business growth and powerful cultural change. The 4As drives business. With a focus on advocacy, talent, and impact, we provide community, thought leadership, research, guidance and best-in-class training that enable agencies to innovate, evolve and grow. The 4As was established in 1917 to promote, advance, and defend the interests of our member agencies, employees and the advertising and marketing industries overall. We empower and equip our members to confidently navigate the ever-changing ecosystem of the agency world. We ensure they remain relevant, are positioned to compete, and have the resources to thrive and grow. With a focus on advocacy, talent and creating impact, the organization serves 600+ member agencies across 1,200 offices, which help direct more than 85% of total U.S. advertising spend. The 4As includes the 4As Benefits division, which insures more than 160,000 employees; the government relations team, who advocate for policies to support the industry; and the 4As Foundation, which advocates for and connects rising talent to the marketing industry by fostering a culture of curiosity, creativity and craft to fuel a more equitable future for the industry. The 4As is an equal opportunity employer. We are committed to a work environment that supports, inspires and respects all individuals and in which personnel policies are applied without discrimination on the basis of race, color, religion, sex, sexual orientation, gender identity, marital status, age, disability, national or ethnic origin, military service status, citizenship or other protected characteristic. #J-18808-Ljbffr 4As