Chief Marketing Officer

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, GSUSA champions girls as they explore their worlds, try new things, and develop the 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.

GSUSA is searching for a Chief Marketing Officer (CMO), who will report to the Chief Executive Officer (CEO) and as an Executive Team leader, will have responsibility for, and be part of a billion-dollar organization involved in consumer products, merchandising and licensing, in addition to for-profit endeavors. We are seeking a proven, digitally savvy, strategic brand-marketing executive who intimately understands the role a brand plays in fulfilling a bigger purpose. Unbound by channel, this CMO will be charged with creating strategic, brand building work that resonates with audiences to increase the reach and relevance of the Girl Scout brand.

The CMO of the GSUSA oversees GSUSA’s internal and external marketing efforts. It is responsible for the development and execution of the Marketing and Brand strategy. The CMO, an important member of the Executive Team, will collaborate with communities across the organization, with the goal of providing data-driven decision-making and measurable outcomes to define the Girl Scouts brand and mission. The CMO will lead through empowerment, inclusion, and inspiration, and facilitates transparency. They play a crucial role in providing a clear narrative to internal and external stakeholders to increase membership, revenue, and engagement. The ideal candidate will possess a sophisticated and cutting-edge approach to marketing and brand evolution, with a deep understanding of how to create a consumer-centric organization that builds and engages audiences across all platforms.

Serving as the brand compass with the primary goal of ensuring authenticity and strategic differentiation in all aspects of the business, this CMO will shepherd the brand’s continued evolution and expansion. The CMO will own the voice of the consumer, architect the consumer experience, and work across all platforms to further guide the Company’s digital transformation.  Marketing and Brand are vital to the Girl Scout Movement’s success in delivering on its mission by enabling vibrant membership and revenue growth; stewarding brand reputation and relevancy; and building engaging relationships and loyalty among consumer audiences - girls, parents, alum, volunteers, and the public.

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

• Serve as an integral member of the executive management team, responsible for contributing to the development and implementation of the strategic direction.

• Conceptualize, develop, and execute the marketing strategies, tactics, and programs necessary for delivering against marketing objectives. These objectives include refining, evolving, and differentiating the brand, defining, and executing our strategic vision, building demand, increasing relevance, and growing market share.

• Develop innovative tactics to reach target audiences via social media, voice, paid media, SEO/SEM and new emerging media and marketing platforms; develop a strategy for each digital platform articulating how content should be used on each platform and how girls and volunteers can be cultivated and activated across the Movement.

• Develop and adapt comprehensive and integrated strategies to create a clear brand architecture, positioning Girl Scouts appropriately to all target audiences and stakeholders.

• Build strategic alliances and partnerships, and foster relationships with partners through co-marketing efforts to diversify revenue streams.

• Ensure top quality creative work that represents the brand, speaks to a targeted audience, and clearly communicates the marketing message. Ensure all campaigns exude creativity and are applied strategically.

• Work collaboratively with outside agencies for production, when needed.

• Ensure Girl Scouts brand is positioned competitively in the marketplace and resonates with audiences, in efforts to drive membership, increase cookie program revenue, drive fund development opportunities, and improve program awareness and adoption.

• Oversee Events team to elevate our brand through in-person and virtual events to drive increased membership, revenue, fund development and alignment across the movement.

• Manage 5 direct reports and develop an overall team of 30+ and reconsider organizational structure and talent needs as needed.

• Work closely and communicate effectively with GSUSA leadership, (CEO and C-Suite), GSUSA communities, GSUSA Board, stakeholders, councils, staff, vendors, and other partners.

• Coordinate with council leadership and marketing counterparts to provide expertise and overall direction that aligns with overall Movement goals and objectives.

• Provide thought leadership to the GSUSA Executive Team, including guidance on messaging, communications during Movement leadership summits and meetings, etc.

• Work closely with the Marketing Advisory Council (MAC).

• Represent GSUSA to the external marketing brand and industry.

• Provide leadership in the change management experience and drive employee engagement and retention.

• Influence, collaboration, and teamwork; Strategic thought leadership; High accountability for the Community; Strong leadership with strategic impact on the organization/Movement. Strong fiscal and strategic responsibility. Demonstrated track record of building and managing a brand and guiding a company to a leading market position. Highly regarded for thought leadership and vision around digital marketing, brand strategy and evolution – balancing vision, creativity, innovation, and business outcomes.

• An understanding of current and emerging digital channels and how to apply marketing strategy to creative ideas and campaign activation across video, digital, mobile, social and event marketing. Has successfully used new media/digital applications to take a brand to new audiences and/or environments. Experience navigating and modernizing a legacy brand.

• Strong history of leveraging and building brands to fulfill a broader purpose. Proven results expanding and diversifying audiences and consumers across all platforms, touchpoints, and formats.

• Strong digital prowess across all marketing channels with proven ability to innovate. Experience building brands by leveraging digital content and social influence.

• Strategic executive who understands how marketing can drive a business and understands the implications of the technological developments and trends in content consumption; knows where the industry has been, where it’s going and how to drive the business forward.

• Experience initiating and implementing marketing strategies, which maximize market share and brand equity. Broad experience and understanding of all facets of the marketing discipline including market research, product positioning, pricing, promotions, sales, and distribution.

• Experience building and applying marketing data infrastructure to legacy brands.

• Strong communicator who effectively articulates information regarding promotional programs to internal communities and external partners. Works well with others; can make everyone feel valued and heard.

• Experience working within a complex matrix-oriented organization.

• Knowledge of youth marketing and generational trends is preferred.

• Ability to balance strategic long-term planning with ability to pivot and respond to opportunities and crises.

• Demonstrated experience in leading, building and actively participating in teams, including direct accountability for achieving established goals, objectives, coaching and motivation.

• Skill in organizing resources and managing multiple priorities while delivering high quality results.
• Experience leading change management at a national organization.

• Working in a dynamic environment while being personally flexible and adaptable
• Ability to foster a cooperative work environment.

• Culturally and self-aware to operate effectively across cultures and define goals that appeal to a diverse set of people.

• Developing teams that embody the brand and hiring people who are equally committed to taking the brand further. Ability to operate at both a strategic and execution level; ideate and directly execute.

• Demonstrated financial rigor in overseeing community budget.

Degree or Equivalent Experience: Undergraduate degree required; advanced degree in business highly desirable.

Experience: 20+ years of Marketing and Brand Management with non-profit experience a plus. Experience operating in a federated model is also a plus.

Position Type: This is a full-time, hybrid position with 2 days on site. GSUSA is based in New York City.

Salary Range: $325,000 - 375,000

FEATURED BENEFITS:

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. 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 
• Access to Employee Engagement Groups 

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