VP, 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 revenue growth. As the owner of audience strategy and lifecycle orchestration, this leader ensures all engagement—from content to events to growth initiatives—is connected through a unified CRM ecosystem.

Reporting to the EVP Content, Digital & Brand Business Unit, this leader will own the end-to-end CRM ecosystem—including processes, lead management, data strategy, and customer journeys—ensuring alignment across marketing, growth, events, and technology teams. The role oversees the CRM Manager, focusing on strategy, integration, and performance while acting as the connective tissue between data, content, and growth.

Responsibilities

• Lead the building, design, and execution of a unified CRM strategy, consolidating fragmented efforts into a cohesive, scalable model aligned with business priorities spanning retention, acquisition, and tactical demand generation.
• 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 clear articulation and prioritization of CRM programs and their interconnections (e.g., ongoing member emails, event demand generation, targeted qualified sales lead programs, Partner CRM).
• Oversee end-to-end lead and pipeline management, including generation, scoring, qualification, nurturing, and conversion—ensuring alignment with growth and revenue targets.
• Build and 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 for tailored engagement across audience cohorts.
• Establish and manage CRM processes, including lead tracking, QSLs, response timelines, and conversion modeling.
• Implement dashboards and analytics to measure performance and drive continuous improvement.
• 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 with Technology, Content, and Growth/Event teams to align and optimize CRM strategies.
• Define SLAs, workflows, and best practices to standardize CRM operations while identifying automation and efficiency opportunities.
• Oversee outsourced vendors supporting CRM execution (e.g., lead gen, digital campaigns) to ensure alignment with strategy and KPIs.
• Partner with Brand and Content teams to ensure messaging consistency across CRM-driven communications.
• Develop and drive an execution model leveraging external partners, including business case development.
• 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 to embed CRM across all audience touchpoints.
• Establish clear accountability for event ROI through CRM metrics and pipeline contribution.
• Establish data governance standards to ensure accuracy, consistency, and integrity across CRM systems.
• Ensure governance frameworks support scalability and cross-functional data usage.
• Lead organizational adoption of centralized CRM processes, driving alignment across teams.
• Provide guidance, training, and enablement to ensure effective use of CRM tools and workflows.
• Act as a change agent to shift the organization toward a more data-driven, CRM-led approach.

Requirements

• 10+ years of experience in CRM, marketing operations, or customer lifecycle management, with at least 5 years in a leadership role.
• Proven experience owning or significantly influencing revenue, pipeline, or growth metrics through CRM strategies.
• Experience operating in highly cross-functional environments, integrating CRM across multiple teams (growth, content, product, etc.).
• Strong experience designing customer journey frameworks.
• Deep expertise in lead generation, lead scoring, and conversion optimization strategies.
• Experience working with data ecosystems (data lakes, dashboards, analytics tools) and translating data into actionable insights.
• Hands-on experience with CRM platforms and marketing automation tools.
• Innovative mindset with a focus on continuous improvement and scalability.
• Ability to translate business goals into CRM strategies that drive measurable outcomes.
• Strong executive presence with the ability to influence senior stakeholders and drive organizational alignment.
• Ability to operate in a fast-paced, evolving organization with shifting priorities.

About the Organization

The 4As is a 501(c)(6) non-profit association focused on core values of Passion, Agility, Curiosity, and Collaboration. Our mission is to empower and equip our members to navigate the ever-changing ecosystem of the agency world, ensuring they remain relevant, competitive, and resourced to thrive and grow. We champion the power of creativity and the value agencies bring in driving business growth and cultural change.

The 4As drives business through advocacy, talent development, and impact initiatives. We provide community, thought leadership, research, guidance, and best-in-class training to enable agencies to innovate, evolve, and grow. Established in 1917, the 4As serves 600+ member agencies across 1,200 offices, directing more than 85% of total U.S. advertising spend. The organization includes the 4As Benefits division, a government relations team, and the 4As Foundation, which fosters rising talent in the marketing industry.

Benefits

• Summer Fridays
• Week off between Christmas and New Year holidays
• Enviable work/life integration
• Volunteer days