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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 Content, Digital & Brand Business Unit, this leader will own the enterprise CRM engagement strategy-including audience lifecycle management, customer journeys, lead-management practices, campaign processes, and performance outcomes. The role will partner closely with the VP, Data, Platforms & Digital Solutions to ensure these strategies are effectively enabled within current systems and to evaluate additional capabilities when needed.

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.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. Define CRM KPIs and reporting requirements, interpret performance, and partner with the VP, Data, Platforms & Digital Solutions to enable dashboards and analytics through current systems or other effective capabilities.

• 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 the VP, Data, & Technology team-who owns platform architecture, configuration, integrations, technical development, and support-and with Content and Growth/Event teams to ensure CRM strategies are aligned and effectively enabled.

• Define the business SLAs, workflows, decision rules, and best practices needed to standardize CRM operations. Identify and prioritize opportunities for automation, efficiency, and scale, partnering with the VP, Data, Platforms & Digital Solutions on technical design, system enablement, and implementation.

• 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

• 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

• Establish business standards for audience-data capture, consent, segmentation, campaign use, lead-status definitions, and lifecycle management, consistent with enterprise data-governance standards.

• Partner with the VP, Data, Platforms & Digital Solutions to address data-quality or capability needs affecting CRM execution and performance.

• Lead organizational adoption of centralized CRM processes, driving alignment across teams.

• Provide guidance and enablement on CRM business processes, campaign standards, lead-management practices, and audience workflows. Partner with the VP, Data, Platforms & Digital Solutions on system training, technical documentation, access, troubleshooting, and platform support.

• Act as a change agent to shift the organization toward a more data-driven, CRM-led approach.