VP, Customer Journey & Audience Insights

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 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.

The Marketing team at Girl Scouts of the USA plays a key role in ensuring the Girl Scout brand remains relevant, visible, and engaging for today’s audiences.

#LI-Remote 

We are seeking a visionary, data-driven Vice President, Customer Journey & Audience Insights to lead the transformation of our 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.

Customer Journey Strategy & Experience Design

• 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.

Audience Insights & Data-Driven Strategy

• 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).

Integrated Marketing & Growth Leadership

• 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).

Voice of the Customer & Experience Advocacy

• 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.

Cross-Functional Leadership & Operating Model

• 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.

Team Leadership & Capability Building

• 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.

Note: This job description is not intended to be an exhaustive list of all duties, responsibilities, or activities required of the role. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the position.

• 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

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

SALARY RANGE: $140,400 - $225,000

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

POSITION TYPE / EXPECTED HOURS OF WORK: This is a full-time, remote position. Days and hours of work are Monday through Friday, with east coast hours. Occasional evenings and weekends work may be required as job duties demand.

AAP/EEO Statement: GSUSA is an equal employment opportunity employe