VP CRM & Lifecycle Marketing

ABOUT TOPGOLFTopgolf is a sports entertainment company that has changed how millions of people experience golf, and a genuinely energizing place to build a career. Every year, guests visit our venues for an experience that’s hard to find anywhere else: hitting golf balls toward a target-lined outfield, tracking every shot in real time, enjoying great food and drinks, and connecting with friends, family, and coworkers.

With more than 100 venues worldwide and proprietary Toptracer technology integrated into our guest experience and licensed globally, Topgolf operates at the intersection of entertainment, technology, and hospitality. We are a growing, dynamic business with meaningful opportunities to innovate, scale, and continuously improve how we support our teams and our guests.

WHAT WE’RE SEEKINGTopgolf has spent more than a decade building one of the most valuable guest databases in live entertainment: millions of registered players, with rich behavioral data from every game session, including what they played, how often they visited, how much they spent, and whether they came with corporate groups, social groups, or as avid golfers. Our footprint spans every demographic, from first-time family outings to competitive league players to corporate event buyers.

It is, by any measure, an extraordinary asset, and until now, it has only been partially activated.

The Vice President of CRM & Lifecycle Marketing will change that. This executive will build Topgolf's customer engagement capability from near-ground-up: defining the strategy, selecting and implementing the technology, building the team, and executing the programs that turn Topgolf's guest database into a sustained competitive advantage. The charter is broad and consequential: drive repeat visitation, increase guest lifetime value, and create the personalized, relationship-driven experience that transforms a casual visitor into a loyal Topgolf regular.

THE ROLE Based out of our Dallas, TX Venue Support Center, this role will build, lead, and scale a team of CRM managers, lifecycle marketers, campaign specialists, and CRM analysts. Several of the most critical commercial priorities on the 2026 agenda sit directly in this role's lane: launching the revamped tiered membership program, building the CRM infrastructure for Summer Fun Pass, overhauling the Leagues marketing and retention model, and implementing Topgolf's next-generation CRM platform.

Year-one priorities include:

CRM Platform. Lead the RFP, vendor selection, and implementation of Topgolf's next-generation CRM platform, the commercial nervous system for guest interactions, enabling richer segmentation, personalized offers, and integrated booking data.

Tiered Membership Program Launch. Build the CRM infrastructure and lifecycle marketing programs for the revamped good/better/best membership program, in close partnership with Revenue Management. This includes acquisition funnels for each tier, onboarding journeys, engagement programs, and renewal and win-back strategies.

Summer Fun Pass. Define the CRM and marketing strategy for Summer Fun Pass, combining aggressive acquisition marketing with smart lifecycle management to ensure pass holders visit frequently enough to deliver the expected yield.

Leagues Revamp. Partner with VP Golf Marketing to rebuild the CRM experience for league players, Topgolf's most visit-frequent and highest-value guest segment, spanning pre-season enrollment, in-season engagement, and post-season re-enrollment and upsell journeys.

CRM Segmentation Foundation. Establish the core segmentation model for Topgolf's guest database, defining the player types, behavioral cohorts, and demographic cuts that will underpin every lifecycle program going forward.

WHAT YOU WILL DOCRM Strategy & Organizational Leadership Own the long-term CRM vision, strategy, and technology roadmap for Topgolf, aligning guest engagement objectives with venue performance, digital product adoption, membership, and revenue goals

Build, lead, and scale a high-performing CRM organization, bringing in the right combination of strategy, analytics, campaign, and technology talent

Establish CRM as a…