Vice President, Growth Marketing

About Us

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, they also 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.

 

Marketing is vital to the Girl Scout Movement’s success in delivering on its mission by enabling vibrant membership and revenue growth; stewarding brand reputation and relevancy; and building engaging relationships and loyalty among consumer audiences - girls, parents, alum, volunteers and the public. 

 

You Will

The Vice President, Growth Marketing leads the strategy, execution, and optimization of acquisition, engagement, and retention marketing programs to drive sustainable membership and revenue growth for Girl Scouts of the USA. Reporting to the Chief Marketing Officer, this role is accountable for building and scaling a high‑performing growth marketing function that integrates paid media, demand generation, conversion optimization, and audience development across the full marketing funnel.

 

Operating at an enterprise level, the VP, Growth Marketing sets the vision, priorities, and operating model for growth marketing, ensuring investments are data‑driven, measurable, and aligned with organizational objectives. The role partners closely with Analytics & Insights, Membership, Digital, and Brand teams to improve customer acquisition efficiency, reduce customer acquisition cost (CAC), and increase lead‑to‑member conversion and lifetime engagement.

 

As a senior people leader, the VP oversees and develops a multi‑disciplinary team spanning Membership Marketing, Revenue Marketing, Paid Media, Organic Social, and Marketing Technology. They foster a culture of accountability, innovation, and continuous improvement while strengthening cross‑functional collaboration and marketing operations to support long‑term growth and brand impact for the Girl Scout Movement.

Essential Responsibilities

Acquisition Strategy

• Build a scalable acquisition marketing function to drive membership and revenue growth.
• Lead all paid acquisition efforts and manage demand generation and brand paid media budgets.
• Optimize inbound marketing channels and conversion rates across digital platforms.
• Develop audience-aligned content strategies across SEO, email, website, and broader digital efforts.
• Monitor and report on acquisition and revenue marketing metrics, continuously improving efficiency and reducing customer acquisition cost (CAC).

Retention & Engagement

• Design and implement strategies to retain and engage members throughout the customer lifecycle.
• Collaborate with membership and program teams to ensure messaging and experiences foster long-term engagement

Team Leadership

• Build and shape a high-performing marketing team structure aligned with GSUSA’s growth priorities.
• Lead and mentor teams across Membership Marketing, Revenue Marketing, Paid Media, Organic Social, and Marketing Technology.
• Foster a culture of innovation, accountability, and performance.
• Influence internal operations to enhance marketing efficiency and member experience.

Cross-Functional Collaboration

• Collaborate with analytics and insights teams to leverage data for decision-making and performance optimization.
• Align marketing strategies with organizational priorities and digital transformation initiatives

Success Metrics

• Improvements in customer acqu