The Challenge
Girl Scouts of the USA needs to modernize how it engages millions of members, caregivers, and volunteers through data-driven CRM and digital marketing. You'll own the strategy and execution that deepens relationships and drives revenue through the Girl Scout Cookie Program and merchandise, while supporting 111 local councils across the country.
Your Mission
Audit current CRM stack, data infrastructure, and segmentation capabilities; identify quick wins for email engagement and personalization
Develop comprehensive CRM strategy roadmap aligned with Girl Scout membership and merchandise goals
Launch at least one high-impact lifecycle campaign (e.g., cookie season reactivation) with baseline metrics
Establish governance, reporting cadence, and KPI dashboard for CRM performance across channels
Execute full-year CRM calendar with segmented campaigns across email, SMS, and owned channels
Improve customer lifetime value (LTV) and retention rates by minimum 15% through optimized journey mapping
Implement automated nurture sequences for members, volunteers, and local council stakeholders
Build analytics framework that ties digital engagement metrics to merchandise revenue and membership outcomes
KPIs You'll Own
Email Open & Click-Through Rates
Track engagement velocity across segmented lifecycle campaigns to validate personalization effectiveness.
Customer Lifetime Value (LTV)
Measure total revenue generated per customer over their relationship with Girl Scout Merchandise.
Retention & Reactivation Rate
Monitor percentage of repeat customers and success rate of win-back campaigns.
Multi-Channel Attribution
Understand which digital touchpoints drive cookie sales, merchandise purchases, and membership engagement.
Segmentation & Personalization Coverage
Track percentage of audience in dynamic segments receiving personalized communications.
Tools & Stack
Your Team
Your Manager
Head of Girl Scout Merchandise or VP Revenue (not specified in job posting)
Current Team
CRM, digital marketing, e-commerce, and operations teams across merchandise division
Direct reports likely; team composition to be determined based on current structure
The Package
Salary
$140K-$180K base
Remote
Hybrid: 2 days per week on-site in NYC, balance remote
Benefits & Perks
Company Intelligence
Girl Scouts of the USA (founded 1912) is the preeminent leadership development organization for girls, serving millions across the country. The organization operates through 111 local councils and generates revenue through the iconic Girl Scout Cookie Program, merchandise sales, and licensing to fund programming and operations.
Founded
1912
Customers
Members (girls), caregivers, volunteers, local councils, public consumers
Culture
Mission-driven, girl-centric, innovative, collaborative; emphasis on courage, confidence, and character development
Is This Role For You?
- You've led CRM strategy and lifecycle marketing at scale—ideally in B2C, e-commerce, or membership-driven organizations
- You're comfortable blending commercial revenue goals with mission alignment (non-profit context)
- You can translate data into actionable personalization and speak fluently about email automation, segmentation, and attribution
- You thrive cross-functionally and can navigate complex stakeholder environments (local councils, external vendors, national teams)
- You love owning end-to-end customer journey optimization and building analytics infrastructure
- You need 100% remote work—this role requires 2 days/week on-site in NYC
- You lack hands-on CRM platform experience (Salesforce, HubSpot, etc.) or have never built lifecycle campaigns
- You're uncomfortable with non-profit budgets, slower decision-making cycles, or mission-driven trade-offs vs. pure profit optimization
- You can't handle ambiguity around current tech stack or data maturity—this will require infrastructure building
Interview Process
Recruiter Screen
20-30 min call on CRM background, Girl Scouts familiarity, and remote/hybrid fit
Hiring Manager Interview
60 min with direct manager (likely VP Revenue/Merchandise); deep dive into CRM strategy experience and merchandise/revenue mindset
Cross-Functional Panel
90 min with e-commerce, merchandising, and operations leads; assess collaboration style and understanding of cookie program/council dynamics
Case Study or Strategy Exercise
Likely: develop a CRM strategy proposal or optimize a specific customer journey for Girl Scout members
Leadership/Culture Fit
Final conversation with senior leadership to validate mission alignment and leadership philosophy
Interested in this role?
Apply now and hear back within days, not weeks.
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About CRM & Lifecycle Roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.