VP CRM & Lifecycle Marketing

Overview ABOUT TOPGOLF Topgolf is a sports entertainment company that has changed how millions of people experience golf. With more than 100 venues worldwide and proprietary Toptracer technology, Topgolf combines entertainment, technology, and hospitality. Topgolf seeks to build a dynamic, innovative environment for guests and team members alike.

The Role Based out of the Dallas, TX Venue Support Center, this role will build, lead, and scale a team of CRM managers, lifecycle marketers, campaign specialists, and CRM analysts. The position drives key CRM and lifecycle initiatives across strategy, technology, data, segmentation, and program execution to turn Topgolf\'s guest database into a sustained competitive advantage.

Year-one priorities include: CRM Platform — Lead the RFP, vendor selection, and implementation of the next-generation CRM platform, enabling richer segmentation, personalized offers, and integrated booking data.

Tiered Membership Program Launch — Build CRM infrastructure and lifecycle programs for the revamped good/better/best membership program, including acquisition funnels, onboarding journeys, engagement programs, renewal and win-back strategies. Summer Fun Pass — Define the CRM and marketing strategy to maximize pass holder visits through acquisition marketing and lifecycle management.

Leagues Revamp — Rebuild the CRM experience for league players, covering pre-season enrollment, in-season engagement, and post-season re-enrollment and upsell journeys. CRM Segmentation Foundation — Establish a core segmentation model to underpin lifecycle programs across the guest database.

Responsibilities CRM Strategy & Organizational Leadership — Own the long-term CRM vision, strategy, and technology roadmap; build and scale a high-performing CRM organization; position CRM as a strategic growth function aligned with venue performance, product adoption, membership, and revenue.

Cross-Functional Collaboration — Partner with Revenue Management, Marketing, Finance, Operations, Product, and Technology to integrate CRM across the guest lifecycle and ensure governance, data quality, and regulatory compliance.

Lifecycle Marketing & Personalization — Lead end-to-end lifecycle programs across email, SMS, push, in-app messaging, and emerging channels; develop sophisticated segmentation and automated journeys; design governance for cadence and brand voice; build pre-arrival upsell programs with Revenue Management.

CRM Platform — Oversee the RFP, evaluation, selection, and ongoing management of the CRM platform; define functional requirements for segmentation, booking flow personalization, pricing integration, and loyalty enrollment; manage vendor relationships and platform evolution; ensure data quality and compliance.

Data, Analytics & Customer Insights — Define CRM data architecture, guest profiling, and reporting; own performance metrics (acquisition cost, visit frequency, engagement, retention, lifetime value, revenue contribution) and translate data into strategic recommendations.

Membership, Loyalty & Retention — Own guest-side execution of the tiered membership program, Summer Fun Pass strategy, loyalty engagement, and cross-program alignment across Topgolf ecosystems; model CRM economics with Revenue Management for maximum engagement and yield.

Leagues & Golf Community — Rebuild lifecycle experiences for leagues; develop cohorts and upsell opportunities (events, lessons, merchandise, memberships) and cross-sell within the CRM framework. Cross-Functional Integration — Collaborate with VP Revenue Management, VP Marketing & Media, Operations, and international franchises to align CRM with campaign calendars and franchise execution.

Qualifications Required Experience 15+ years in CRM, lifecycle marketing, or customer engagement with 7+ years in a senior leadership role. Proven success building and scaling enterprise CRM strategies in hospitality, entertainment, retail, sports, loyalty, or multi-location businesses. Deep expertise with enterprise CRM platforms (e.g., Braze, Salesforce Marketing Cloud, Adobe Journey Optimizer, Iterable) and hands-on implementation experience.

Strong background in data strategy, segmentation architecture, analytics, experimentation design, and performance measurement. Experience leading technology procurement and CRM platform implementations. Track record of delivering measurable outcomes in acquisition, visitation frequency, retention, lifetime value, and revenue contribution.

Exceptional executive communication and cross-functional leadership; ability to influence at the CEO, CCO, and board level. Bachelor's degree required; MBA or advanced degree preferred. Preferred Experience Experience in entertainment, hospitality, or live venues; understanding guest behavior in physical environments. Direct experience with membership or subscription launches and lifecycle management.

Familiarity with booking or reservation platform selection and implementation. Experience with loyalty program design (coalition/multi-brand ecosystems) and AI/ML-powered personalization at scale. CRM strategies bridging digital and physical touchpoints (app, email, venue). Benefits Free Play & 1/2 price food; Health, dental, vision, 401(k) with company match; mental well-being resources.

EEO Statement Topgolf is an equal opportunity employer and is committed to equal opportunity and non-discrimination in its application and hiring practices. Topgolf also takes steps to prevent retaliation and to create an inclusive environment for guests, Associates, partners, vendors, and communities. Topgolf participates in E-Verify as required.