Vice President, CRM
About the role
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.
The 4As is a 501(c)(6) non-profit association focused on core values of Passion, Agility, Curiosity and Collaboration as we partner together to support and champion 4As members to help their business thrive while striving to move the industry forward. Our mission is to empower and equip our members to confidently navigate the ever-changing ecosystem of the agency world, ensuring they remain relevant, are positioned to compete, and have the resources to thrive and grow. We aim to be an indispensable resource that is as accessible as their own agency team, dedicated to our members’ success just as they are dedicated to helping brands create, distribute, and measure effective and insightful advertising and marketing. We champion the infinite power of creativity and value agencies bring in driving business growth and powerful cultural change. With a focus on advocacy, talent, and impact, we provide community, thought leadership, research, guidance and best-in-class training that enable agencies to innovate, evolve and grow. Established in 1917, the 4As serves 600+ member agencies across 1,200 offices, which help direct more than 85% of total U.S. advertising spend. The organization includes the 4As Benefits division (insuring more than 160,000 employees), a government relations team advocating for industry-supportive policies, and the 4As Foundation connecting rising talent to the marketing industry.