Senior Director, CRM and Digital Engagement

Job Description

Job Description

Overview

Girl Scouts of the USA

Founded in 1912, Girl Scouts of the USA (GSUSA) is the preeminent leadership development organization for girls and the leading authority on their healthy development. Millions of Girl Scout alums across the country and the world have gone on to achieve incredible things and make a tremendous impact in fields ranging from public policy, medicine, journalism, and athletics to international relations, science, technology, art, and entertainment.

As a mission-driven organization, Girl Scouts of the USA champions girls as they explore their worlds, try new things, and develop courage, confidence, and character to make the world a better place. From stargazing during a first overnight camping trip to building robots, navigating a rocky hiking trail, working together on a community project, and learning about the importance of environmental stewardship, Girl Scouts of all backgrounds and abilities can unapologetically be themselves as they rise to meet new challenges and discover the issues that matter most to them. Along the way they learn the power of friendship, connection, and teamwork.

Girl Scouts are doers, innovators, problem-solvers, creators, and dreamers, and the GSUSA team is here to center, support, and inspire them, working with 111 local councils across the country and USA Girl Scouts Overseas to deliver our life-changing Girl Scout Leadership Experience.

This is hybrid position with 2 days in the NYC office.

Responsibilities

The Revenue Office/Girl Scout Merchandise leads merchandising, licensing, product sales, and other revenue streams, which in turn fund both Girl Scouts of the USA programming and administration and local council revenue. The teams at this division include e-commerce, operations, retail, licensing, and the famous Girl Scout Cookie Program and work closely with all the other communities to bring products to market for our Girl Scouts and to the public. The team also collaborates closely with external vendors, sponsors, and external agencies.

POSITION SUMMARY

The Senior Director, CRM and Digital Engagement lead the strategy and execution of CRM, digital marketing, and customer engagement programs to drive customer acquisition, retention, and lifetime value for Girl Scout Merchandise (GSM).

This role focuses on deepening relationships with members, caregivers, volunteers, and local councils through data-driven marketing, optimized communication funnels, and personalized digital experiences.

The Senior Director oversees CRM strategy, lifecycle campaigns, and analytics across email, paid, and other owned channels assured that digital engagement efforts align with GSM’s brand, commerce, and council support goals

ESSENTIAL RESPONSIBILITIES - Primary duties of the position

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

CRM Strategy and Lifecycle Marketing

• Develop and lead a comprehensive CRM strategy that enhances retention, reactivation, and lifetime value of members, caregivers, and volunteers.

• Drive segmentation, personalization, and automated journey development across email and other channels.

• Collaborate with internal partners to improve data infrastructure and ensure insights drive targeting and engagement.

• Align lifecycle marketing with national membership and program engagement journeys.

Digital Marketing and Funnel Optimization

• Lead multi-channel digital campaigns that drive awareness, conversion, and engagement across the member and shopper journey.

• Own the marketing and promotional calendar, aligning with product launches and Girl Scout events.

• Optimize campaign performance through A/B testing, analytics, and continuous improvement.

• Oversee campaign creative, content, and channel strategy in alignment with merchandising goals and seasonal priorities.

• Use A/B testing and analytics to optimize messaging, audience targeting, and conversion rates.

• Partner with analytics teams to measure and refine strategies based on customer behavior and funnel performance.

Data, Analytics, and Tracking

• Ensure robust digital tracking and attribution across all CRM and marketing touchpoints using GA4, Looker, and similar tools.
• Translate analytics into actionable insights that inform marketing strategy and improve engagement metrics.
• Lead SEO/GEO and SEM strategy to drive visibility and traffic, in partnership with internal and external teams.

Council Support and Enablement

• Partner with Councils to accelerate eCommerce growth and strengthen digital marketing, CRM, and merchandising capabilities.

• Lead strategies that help Councils expand Council-Own product sales on girlscoutshop.com and drive incremental online revenue.

• Develop playbooks, training, and toolkits to build Council expertise in digital engagement, analytics, and merchandising best practices.

• Empower Councils through ongoing workshops and peer-learning communities that promote collaboration, innovation, and shared success.

Team Leadership and Collaboration

• Lead a cross-functional team focused on CRM, email marketing, analytics, and content.

• Foster a culture of collaboration, curiosity, and continuous learning.

• Partner closely with Creative, Merchandising, Operations, Analytics & Insights, and Technology teams to ensure alignment and seamless execution across digital touchpoints.

Other Duties: Please note this job description is not designed to cover or contain a comprehensive list of activities, duties or responsibilities that are required of the employee for this job.

REQUIRED COMPETENCIES

• Extensive digital marketing and CRM leadership experience (10+ years) with a proven track record of driving engagement, conversion, and retention across multi-channel (email, SMS, paid, and owned) ecosystems.

• Deep expertise in CRM strategy and marketing automation, including segmentation, personalization, lifecycle marketing, and customer journey optimization. (Salesforce, Adobe, or comparable platforms preferred.)

• Strong understanding of digital funnel optimization and data-driven decision-making—able to translate analytics into actionable strategies that drive measurable growth.

• Experience leading digital campaigns and content strategies that align to business goals and build loyalty across diverse customer and member segments.

• Hands-on experience with SEO, SEM, and digital analytics tools (GA4, Looker, etc.), with the ability to extract insights and guide performance improvements.

• Proven success collaborating across creative, merchandising, and technology teams to align CRM and marketing efforts with broader organizational objectives.

• Demonstrated leadership ability (7+ years people management experience) with a record of mentoring and developing high-performing teams.

• Exceptional communication and project management skills, with the ability to manage complex initiatives, influence cross-functional partners, and deliver results in a fast-paced, collaborative environment.

• Financial and strategic acumen, including experience managing marketing budgets, prioritizing investments, and tracking ROI.

• Mission-driven mindset, with enthusiasm for advancing Girl Scouts’ brand relevance and engagement through modern, meaningful digital experiences.

REQUIRED TECHNICAL SKILLS

Office 365 or similar suites

Competency in PowerPoint or similar presentation software

Competency in Microsoft Excel or similar software

Netsuite, Adobe or similar E-Commerce platform experience 

Email provider experience 

Fluency in Google Analytics / GA4 

Fluency in Looker or similar data analytics software 

Salesforce experience 

REQUIRED EDUCATION AND EXPERIENCE (i.e., degrees, certifications)

Degree or Equivalent Experience:

Bachelor’s degree or equivalent experience

Minimum Years of Experience: Ten (10) years prior experience in a senior-level management or staff position with responsibility over multidisciplinary functions 

Required Field of Study:

Business, Marketing, Digital Marketing, Omni-channel Marketing or related field required 

Certifications Requirements: NA

SALARY RANGE: $109,000 - $180,000

This represents the present low and high end of the pay range for this position. This pay range is only applicable to NYC Metro-based employees, on a hybrid schedule. Actual pay will vary based on various factors, including but not limited to experience.

What We Offer:

Girl Scouts is powered by people, and we encourage our team members to be their best selves in and out of the office. We place a high priority on flexibility and offer a competitive employee salary and benefits package that includes:

Paid Time Off:

GSUSA offers 20 days of paid time off, 2 floating holidays, as well as 9 workplace holidays per year. GSUSA staff also enjoy a paid holiday year-end office closure between Christmas and New Year's.

Other 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
• Sick leave
• Short- and Long-Term Disability for salary continuation
• Health and Wellness Classes and Activities throughout the year

PHYSICAL DEMANDS: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.

WORK ENVIRONMENT: This job operates in a professional office environment.

POSITION TYPE / EXPECTED HOURS OF WORK: This is a full-time position. Days and hours of work are Monday through Friday. Occasional evening and weekend work may be required as job duties demand.

AAP/EEO Statement: GSUSA is an equal employment opportunity employer.