VP, Customer Journey & Audience Insights

About Us

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 

You Will

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.

Essential Responsibilities

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 cust