VP CRM & Lifecycle Marketing

Vice President Of CRM & Lifecycle Marketing

Topgolf 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.

The Vice President of CRM & Lifecycle Marketing will change how we leverage our guest database. 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.

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.

The ideal candidate does not think of CRM as a channel. They think of it as a system: the mechanism through which a brand builds and maintains relationships with millions of guests simultaneously. They have a point of view on what a great CRM program looks like at each stage of the guest lifecycle, and they have the analytical rigor to prove whether their programs are working or not.

They are equally comfortable in a technology conversation about data architecture and a business conversation about membership economics. They know how to write a compelling creative brief and how to read a cohort retention curve. They can present to the board on customer lifetime value trends and then walk down the hall and work through a segmentation strategy with an analyst.

They understand that the near-term deliverables of the membership launch, Summer Fun Pass, and Leagues are not independent projects. They are all expressions of the same underlying capability:…