VP CRM & Lifecycle Marketing

ABOUT TOPGOLF

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.

Topgolf 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.

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.

CRM 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 strategic growth function, not a campaign execution team, ensuring the discipline influences product development, venue experience design, and pricing strategy

• Partner closely with Revenue Management, Marketing, Finance, Operations, Product, and Technology to integrate CRM across the full guest lifecycle

• Champion a guest-first culture by translating customer data into actionable insights that improve experiences across every touchpoint

Lifecycle Marketing & Personalization

• Lead the strategy, design, and execution of end-to-end lifecycle marketing programs across email, SMS, push notifications, in-app messaging, and emerging channels

• Develop sophisticated segmentation strategies using guest behavior, gameplay patterns, visit frequency, purchase history, loyalty engagement, and event booking history

• Build automated lifecycle journeys covering acquisition, onboarding, repeat visitation, event booking, membership enrollment, and long-term retention

• Design and operate a rigorous experimentation framework, including A/B and multivariate testing, to continuously improve engagement rates, upsell attach, and incremental revenue contribution

• Establish clear governance standards for messaging cadence, brand voice, and regulatory compliance across all CRM touchpoints

• Develop personalized pre-arrival upsell programs, in coordination with Revenue Management, that surface the right My Bay My Way upgrade offers to the right guests before they arrive

CRM Platform

• Lead the full RFP, evaluation, selection, and implementation process for Topgolf's next-generation CRM platform, in close partnership with Technology, Finance, and Revenue Management

• Define the functional requirements for the new platform: guest segmentation capability, booking flow personalization, pricing logic integration, loyalty program enrollment, and pre/post-visit communication automation

• Serve as executive owner of Topgolf's CRM technology ecosystem on an ongoing basis, managing vendor relationships and driving continuous platform improvement

• Lead the CRM technology roadmap in partnership with Engineering and Data teams, evaluating AI, automation, and personalization capabilities as they emerge

• Ensure data quality, operational excellence, and regulatory compliance across all CRM platforms and customer communications

Data, Analytics & Customer Insights

• Partner with Data & Analytics and Business Intelligence teams to define Topgolf's CRM data architecture, guest profile standards, and reporting frameworks

• Own the core CRM performance metrics: customer acquisition cost, visit frequency, engagement rate, retention, churn, loyalty participation, customer lifetime value, and revenue contribution per cohort

• Translate complex customer data into strategic recommendations for the CCO, CEO, and board, communicating what the data means for the business, not just what it shows

• Leverage predictive analytics to anticipate guest behavior: who is at risk of churning, who is ready for a membership upgrade, who should receive a win-back offer, who will respond to a Leagues enrollment campaign

• Build the reporting infrastructure that connects CRM performance to venue-level revenue outcomes, ensuring the team is accountable to commercial impact, not just marketing metrics

Membership, Loyalty & Retention Programs

• Own the guest-side execution of the revamped tiered membership program: acquisition marketing for each tier, onboarding journeys, engagement programs for active members, renewal sequences, and win-back campaigns for lapsed members

• Develop the Summer Fun Pass CRM strategy: acquisition campaigns, in-season engagement to drive visit frequency, and post-season conversion to annual membership

• Build the loyalty program engagement strategy, including the long-term vision for a unified loyalty ecosystem spanning Topgolf, Toptracer, and Topgolf Swing Suites

• Partner with Revenue Management to model the CRM economics of each membership tier, ensuring programs are designed to maximize both guest engagement and yield impact

• Develop and test the CRM strategy for Topgolf's affinity credit card program, aligning loyalty mechanics with the broader membership and retention agenda

Leagues & Golf Community

• Partner with VP Golf Marketing to rebuild the lifecycle marketing experience for league members, from pre-season enrollment through in-season engagement and post-season re-enrollment

• Build the segmentation strategy for avid golfers and league participants as distinct cohorts within the broader CRM framework

• Develop the upsell and cross-sell programs for league participants: event bookings, private lesson packages, merchandise, and membership upgrades

• Use CRM data to identify high-potential league recruits within the broader guest database and activate targeted enrollment campaigns

Cross-Functional Integration

• Serve as the primary CRM partner to VP Revenue Management: sharing engagement data that informs demand forecasting, and activating targeted campaigns to fill the yield gaps the revenue management team identifies

• Coordinate with VP Marketing & Media to ensure CRM lifecycle programs are integrated with the broader campaign calendar, avoiding guest fatigue and reinforcing campaign messages through owned channels

• Partner with Operations to translate CRM insights into venue-level actions, ensuring General Managers understand the guest behaviors in their market and can act on them

• Support the international franchise strategy by developing scalable CRM tools, playbooks, and best practices that franchise partners can deploy in their local markets

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: the ability to communicate with the right guest in the right way at the right moment. Every decision they make about platforms, data architecture, and team structure should reflect that.

They are motivated by the scale of what Topgolf has built, a guest database that most consumer brands would envy, and by the gap between what that database currently does for the business and what it could do. They want to close that gap.

• 15 or more years of CRM, lifecycle marketing, or customer engagement experience, with at least seven years at the senior leadership level

• Demonstrated success building and scaling enterprise CRM strategies within hospitality, entertainment, retail, consumer, sports, digital, loyalty, or multi-location businesses

• Deep expertise with enterprise CRM platforms such as Braze, Salesforce Marketing Cloud, Adobe Journey Optimizer, Iterable, or comparable technologies, including both strategic and hands-on platform experience

• Strong background in customer data strategy, segmentation architecture, analytics, experimentation design, and performance measurement

• Experience leading technology procurement and implementation, specifically selecting and deploying a CRM or customer engagement platform

• Proven success driving measurable outcomes: customer acquisition, visit frequency, retention, lifetime value, and revenue contribution through CRM programs

• Outstanding executive communication and cross-functional leadership skills; this role influences the CEO, CCO, and board, not just marketing peers

• Bachelor's degree required; MBA or advanced degree preferred

Preferred

• Experience in entertainment, hospitality, or live venue businesses, understanding the nuances of guest behavior in physical experience environments

• Direct experience with membership or subscription program launches and lifecycle management

• Familiarity with booking or reservation platform selection and implementation

• Experience with loyalty program design, including coalition or multi-brand loyalty ecosystems

• Background in AI- and machine learning-enhanced personalization and predictive modeling at scale

• Experience with CRM strategies that bridge digital and physical guest touchpoints, understanding that a Topgolf guest's relationship with the brand spans the app, the email inbox, and the actual venue floor

Sounds like a fit? We can’t wait to meet you!

BENEFITS

Free Play & 1/2 price food! Health, dental, vision, 401(k) team member match, free mental well-being platform – and that’s just for starters for those who qualify. View team member benefits here.

ADA
The above statements cover what are generally believed to be principal and essential functions of the job. Specific circumstances may allow or require some incumbents assigned to the job to perform a different combination of duties.
 
EEO Statement
Topgolf is a global sports and entertainment community and is committed to equal opportunity and is firmly committed to preventing discrimination and harassment, including sexual misconduct, based on legally protected diversity characteristics (such as race, color, religion, national origin, sex, age, disability, sexual orientation, gender identity or expression, family status, citizenship, genetic information and veteran status) in its application and hiring processes and in its employment decisions.  As an affirmative action employer, Topgolf also takes steps to prevent retaliation and to create a respectful, equitable and inclusive environment for our Guests, Associates, business partners, vendors, and the communities we serve.
 
Topgolf is an equal opportunity affirmative action employer and administers all personnel practices without regard to race, color, religion, sex, age, national origin, disability, sexual orientation, gender identity or expression, marital status, veteran status, genetics or any other category protected under applicable law.
 
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