Senior Director, CRM and Digital Engagement

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 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.

 

This is hybrid position with 2 days in the NYC office.

You Will

The Revenue Office/Girl Scout Merchandise leads merchandising, licensing, product sales, and other revenue streams, which in turn fund both Girl Scouts of the USA programming and administration and local council revenue. The teams at this division include e-commerce, operations, retail, licensing, and the famous Girl Scout Cookie Program and work closely with all the other communities to bring products to market for our Girl Scouts and to the public. The team also collaborates closely with external vendors, sponsors, and external agencies. 

 

POSITION SUMMARY 

The Senior Director, CRM and Digital Engagement lead the strategy and execution of CRM, digital marketing, and customer engagement programs to drive customer acquisition, retention, and lifetime value for Girl Scout Merchandise (GSM).

 

This role focuses on deepening relationships with members, caregivers, volunteers, and local councils through data-driven marketing, optimized communication funnels, and personalized digital experiences.

 

The Senior Director oversees CRM strategy, lifecycle campaigns, and analytics across email, paid, and other owned channels assured that digital engagement efforts align with GSM’s brand, commerce, and council support goals 

 

ESSENTIAL RESPONSIBILITIES - Primary duties of the position 

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. 

 

 CRM Strategy and Lifecycle Marketing 

• Develop and lead a comprehensive CRM strategy that enhances retention, reactivation, and lifetime value of members, caregivers, and volunteers. 

• Drive segmentation, personalization, and automated journey development across email and other channels. 

• Collaborate with internal partners to improve data infrastructure and ensure insights drive targeting and engagement. 

• Align lifecycle marketing with national membership and program engagement journeys. 

Digital Marketing and Funnel Optimization 

• Lead multi-channel digital campaigns that drive awareness, conversion, and engagement across the member and shopper journey. 

• Own the marketing and promotional calendar, aligning with product launches and Girl Scout events. 

• Optimize campaign performance through A/B testing, analytics, and continuous improvement. 

• Oversee campaign creative, content, and channel strategy in alignment with merchandising goals and seasonal priorities. 

• Use A/B testing and analytics to optimize messaging, audience targeting, and conversion rates. 

• Partner with analytics teams to measure and refine strategies based on customer behavior and funnel performance. 

Data, Analytics, and Tracking 

• Ensure robust digital tracking and attribution across all CRM and marketing touchpoints using GA4, Looker, and similar tools. 
• Translate analytics into actionable insights that inform marketing strategy and improve engagement metrics.
• Lead SEO/GEO and SEM strategy to drive visibility and traffic, in partnership with internal and external teams.  

<