Vice President, Growth Marketing

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The U.S. Pharmacopeial Convention (USP) is an independent scientific organization that collaborates with the world’s leading health and science experts to develop rigorous quality standards for medicines, dietary supplements, and food ingredients. At USP, we believe that scientific excellence is driven by a commitment to fairness, integrity, and global collaboration. This belief is embedded in our core value of Passion for Quality and is demonstrated through the contributions of more than 1,300 professionals across twenty global locations, working to strengthen the supply of safe, high‑quality medicines worldwide.

At USP, we value inclusive scientific collaboration and recognize that attracting diverse expertise strengthens our ability to develop trusted public health standards. We foster an organizational culture that supports equitable access to mentorship, professional development, and leadership opportunities. Our partnerships, standards, and research reflect our belief that ensuring broad participation in scientific leadership results in stronger, more impactful outcomes for global health.

The Vice President, Growth Marketing will drive a strategic end‑to‑end customer growth strategy through a multi‑channel marketing approach that drives awareness of USP standards and solutions in line with revenue growth goals. This role will lead the transformation of the overall customer experience to ensure a unified approach across all USP touchpoints along the customer journey helping customers find the right solutions at the right time and place.

The incumbent will leverage best‑in‑class strategies and harness data, analytics and AI to scale and automate efforts that maximize customer engagement and reach.

• Digital Marketing & Content Strategy – Shaping digital marketing strategies and developing digital marketing campaigns to fuel engagement with key target audiences as well as developing a compelling and engaging content and messaging strategy that is tailored to address customer needs with USP standards and solutions.
• eCommerce & Omnichannel Strategy – Defining the marketing strategy, vision and roadmap for eCommerce and USP’s martech platforms to implement innovative approaches to reach customers at the point of purchase and across channels to drive revenue, performance and KPIs. This includes shaping demand generation strategies from MQL to SQL, as well as experimentation and optimization of ongoing efforts.
• Customer Experience – Gathering actionable market and customer insights across all touchpoints, from awareness to post‑purchase along the customer journey. Mapping interactions by target audiences to understand opportunities to enhance the overall customer experience. Understanding customer perceptions, online behavior, and purchase drivers that can drive loyalty and defining customer personas to better differentiate customer journeys by audience type. In addition, leading collaboration and facilitating governance cross‑functionally to ensure input from all customer‑facing teams to develop metrics and KPIs.

• Lead the transformation of Growth Marketing setting clear vision to include digital marketing, content, eCommerce, digital channels and overall customer experience. Drive operational strategies that align with long‑term USP revenue goals.
• Drive awareness, adoption, and usage of standards, products, and solutions through an end‑to‑end customer growth strategy.
• Develop compelling, digital, content and omnichannel marketing strategy across search, social, email, paid, etc. that is tailored across key target audiences and geographies and monitor to nurture, optimize and generate demand.
• Create personas to better understand different customer journeys and to align around a common, user‑focused vision, guide feature prioritization, and improve the overall user experience.
• Lead creative/content/media integration to drive full‑funnel storytelling and ROI.
• Establish an eCommerce strategy that enhances the design, functionality, and user experience as well as increases awareness, ease of use,…