Vice President, Marketing Personalization and Girl Scouts Program Design

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, they also 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.

#LI-Hybrid

This is a key position for the organization, reporting directly to the Chief Marketing Officer. The VP, Marketing Personalization and Girl Scouts Program Design, is a new senior leadership role responsible for leading the creative design of the Girl Scouts Program Portfolio, developing marketing campaigns to promote the Program, and planning and executing engagement and retention strategies to reduce membership attrition.

This VP will lead the team responsible for developing the creative design to bring to life the programmatic materials used by girls, volunteers, caregivers, and councils across the Girl Scouts movement. This VP will play a critical role in partnering with the Girl Scouts Program team and external donor partners on developing and rolling new Program activities and the new Girl Scouts Program Portfolio redesign.

This VP will be responsible for developing and implementing strategies to build and maintain strong member relationships, increase brand loyalty, drive member advocacy, and increase retention. This VP will lead the design and rollout of engagement models across new segments, different ages, geographies, and communication channels. This individual will act as the advocate for the consumer/member, always aspiring to develop unique, culturally relevant, and effective programming, as well as marketing campaigns to increase its usage, with the goal of increasing member engagement and retention.

Manage marketing personalization for GSUSA.
• Responsible for leveraging all available member data to make all email, online, and digital interactions with our members relevant, authentic, and actionable across all touchpoints.
• Develop and implement a comprehensive engagement marketing strategy aligned with overall business goals, to drive higher member retention rates and satisfaction across all girl ages, segment groups, caregivers, volunteers, and donors.
• Create and manage member engagement programs, including promotion of the Girl Scouts program portfolio, advocacy initiatives, travel, awards, and community building efforts.
• Develop and implement the marketing strategy to support all donor-funded programs and partnerships, including:
  • Develop the creative design to bring to life all donor-funded initiatives and programs.
  • Develop and launch marketing campaigns to promote donor-funded programs, and partnerships.
• Lead and execute the marketing strategy to position Girl Scouts as the SME (subject matter expert) on all girl-related issues.
• Develop the programmatic content required to position Girl Scouts as SME
• Lead and mentor a team of marketing professionals. Set clear goals, track performance, and provide regular feedback. Foster a collaborative and high-performing team environment.
• Manage the creative development for the entire Girl Scouts program portfolio in English and Spanish.
• Manage program design for all donor-funded programs and initiatives.
• Develop and manage the marketing budget for the Product and Engagement marketing team. Track spending and ensure alignment with strategic priorities.
• Oversee and optimize various engagement channels, such as email marketing, online communities, mobile app, and customer support platforms.
• Ensure consistent messaging and brand experience across all channels, while driving higher engagement and retention rates.
• Monitor and analyze engagement metrics to identify areas for improvement to increase retention of girls across all ages.
• Lead the website redesign and optimization of girlscouts.org
• Lead the development of the business requirements to improve the user experience across all touch points and systems from sign-up in gs.org to MyGS.org
• Lead the development of bilingual experience on gs.org and MyGS.org
• Collaborate with the Program, Membership, and IT teams to build the best user experience for members, prospects, volunteers, and donors.
• Identify and prioritize key customer segments and engagement touchpoints.
• Provide subject matter expertise on engagement marketing to the Fund Development team, to implement a comprehensive engagement strategy with the network of Girl Scouts alumni and donors.

• Experience in developing and implementing marketing engagement strategies.
• Highly analytical individual. Proven ability to build, analyze, and report on data related to improving engagement efforts.
• Proficiency in using CRM systems and marketing analytics tools.
• Demonstrated ability to lead and inspire a team of marketers.
• Ability to build collaborative relationships across the entire organization.
• Strong team leader. Proven experience leading teams through management transformation.
• Proven ability to develop and execute long-term engagement strategies.
• Solid experience implementing engagement models across diverse segments (Latino, Black African American and/or Asian) is a plus.
• Demonstrated experience in budget development and budget management.
• Excellent project management skills.
• Excellent written and verbal communication skills.
• Solid skills and experience in creating presentations and reports for C-Level Executives.
• Demonstrated ability to simplify complex situations to develop specific recommendations, draft action plans, and lead the execution of project plans.
• Strong analytical and data-driven decision-making abilities.
• Track record of working collaboratively across multiple disciplines, teams, organizations, and geographies.
• Outstanding people leader, excellent at coaching, mentoring, and developing individuals and teams.
• Creativity in developing engagement campaigns and messages that resonate well across traditional and diverse consumers, in alignment with the organization Brand Positioning.
• Ability to translate complex strategies into actionable, relatable steps for diverse stakeholders.
• Comfort in fast-paced environments.
• Authentic, committed, and enthusiastic spirit.
• Bilingual in English /Spanish is a plus.
• Experience in membership marketing is a plus.

Degree or Equivalent Experience: Undergraduate degree or equivalent experience required.

Experience: At least 15 years of engagement marketing experience, customer relationship management (CRM) or related fields.

Position Type: This is a full-time, hybrid position with 2 days on site. Girl Scouts of the USA is based in New York City.

Compensation Range: Annual base salary range is between $170,000 - $225,000.

Travel: Yes 10% No

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

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
  • Access to Employee Engagement Groups