Description

position overview

The EVP, CDB is the executive leader responsible for unifying brand, content, digital, social, and CRM capabilities into a connected customer experience that elevates member value, market relevance, and organizational growth. .

The EVP is equal parts strategic visionary, collaborative partner, and performance leader: establishing the vision, priorities, investment strategy and performance expectations for a connected customer strategy across the Business Unit while empowering functional leaders to translate that direction into strategies and execution within their respective areas.

This executive will ensure the 4As has a clear and differentiated brand ambition, positioning and voice that's aligned to a compelling experience strategy. Staying attuned to where the industry is headed and what our members need from us, they will help to evolve who the 4As is for the future. They will ensure that our relevance and presence in the marketplace is compelling. Our brand strategy and customer experience strategy will set the tone of what the 4As stands for and offers in this new era of marketing.

You will build a clear content strategy and ecosystem, delivered through a sophisticated, data-informed approach to personalize how we engage members, prospects, partners and the broader agency community.

The role will connect these capabilities to organizational priorities including membership growth and retention, revenue, product and program adoption, industry influence and long-term brand value.

The EVP will serve as a strategic advisor to the CEO and Executive Leadership Team, bringing an enterprise-wide perspective on brand, audience, content and digital strategy while shaping the 4As point of view on digital business, membership, loyalty marketing, ecommerce and personalization. They will ensure the organization continuously evolves how it reaches, engages and creates value for the agency ecosystem.

position responsibilities
Enterprise Strategy & Business Unit Leadership

• Set the strategic vision, priorities and multi-year direction for the CDB Business Unit, ensuring Brand, Content and CRM strategies collectively advance the 4As' enterprise objectives, membership strategy, growth priorities and market positioning.
• Lead the development of the brand strategy and the Customer Experience Strategy which should set the tone for all member, partner and prospect engagements
• Lead and develop the senior leaders responsible for Brand, Content and CRM, establishing clear accountability, decision rights, performance expectations and alignment while empowering each leader to own the strategy and execution of their respective function.
• Establish the Business Unit's operating and investment model, determining priorities, resource allocation and the appropriate balance of internal capabilities, technology and external partners to deliver against organizational priorities.
• Maintain an enterprise and external perspective on changes in the agency, advertising, media and marketing ecosystem, advising the CEO and ELT on emerging opportunities, competitive dynamics and implications for the 4As' positioning and audience strategy.

Brand & CX Strategy , Market Positioning & Industry Relevance

• Provide executive oversight of the 4As' brand strategy and market positioning, ensuring the organization maintains a differentiated, relevant and distinctive presence across the agency ecosystem.
• Guide the long-term evolution of the 4As brand and value proposition, ensuring Brand leadership translates enterprise strategy into a cohesive positioning, identity and experience across organizational touchpoints.
• Advise the CEO and ELT on strategic brand opportunities, industry partnerships and platforms that can expand the 4As' visibility, influence and relevance, while ensuring investments strengthen long-term brand and organizational value.
• Translate our brand strategy into an unforgettable, breakthrough CX strategy so that our members, prospects and partners experience the shift in the 4As and this drives share of consideration of membership, increased membership usage and membership referrals

Content & Audience Strategy

• Define the 4As audience strategy, identifying and prioritizing the member, prospect, and industry segments that will drive growth, and ensuring the data capture, enrichment, and segmentation needed to personalize content and experiences at scale.
• Set the enterprise direction for how the 4As uses content, thought leadership, research, events and intellectual property to engage audiences, demonstrate member value and reinforce its position as an indispensable resource to the agency community.
• Oversee the integration of Content, Brand and CRM strategies so that organizational priorities translate into coordinated audience experiences across digital channels, programs, events and member touchpoints.
• Ensure the content and audience strategy supports the full relationship lifecycle-from awareness and acquisition through engagement, conversion, retention and advocacy-while maintaining appropriate differentiation of strategy and execution across the Brand, Content and CRM functions.
• Champion the evolution of the organization's content and engagement model, including the strategic adoption of AI, emerging technologies and new platforms where they can increase relevance, personalization, efficiency or scale.

Digital, CRM & Audience Intelligence

• Provide executive oversight of the organization's digital and CRM strategy, ensuring technology, audience data and lifecycle capabilities enable stronger engagement, personalization, conversion and retention.
• Establish the strategic expectations for how audience intelligence, segmentation, behavioral insights and performance data inform enterprise decisions across Content, Brand, Growth, Membership, Events, Product and other Business Units.
• Partner with Technology and other executive leaders to ensure the 4As' digital ecosystem and technology investments support an integrated, scalable and measurable audience experience rather than fragmented channels or systems.
• Work with IPM&I to develop 'smart' delivery solutions

Growth, Member Value & Enterprise Impact

• Ensure CDB strategies contribute demonstrably to enterprise outcomes, including member acquisition and retention, engagement, pipeline and revenue contribution, product and program adoption, partnership value and overall brand strength.
• Partner with Growth, Membership, Product, Events and other Business Unit leaders to align market, audience and content strategies with organizational growth opportunities while maintaining clear accountability between Business Units.
• Identify and evaluate opportunities to leverage the 4As' brand, content, audience reach and industry position to create new forms of member value, strategic partnerships and sustainable organizational growth.

Performance, Governance & Investment

• Establish the Business Unit's executive performance framework, ensuring Brand, CX, Content and CRM leaders operate against a focused set of KPIs connected to enterprise outcomes rather than activity alone.
• Leverage of AI and smart models to build benchmarks and measurement /effectiveness frameworks
• Champion a performance-driven culture across the team, setting clear goals and expectations, using data and measurement to guide decisions and optimize work, and driving an experimentation agenda that delivers measurable results.
• Evaluate performance, investment and organizational impact across the portfolio and make strategic decisions regarding where the 4As should increase investment, evolve capabilities, leverage external expertise or discontinue lower-value activity.
• Oversee the Business Unit budget and resource strategy providing a CEO level update month on month, ensuring investments in people, technology, platforms, agencies and partnerships are aligned with enterprise priorities and deliver measurable value.

Executive & Organizational Leadership

• Own the horizontal POV of the strategic 4As positioning relative to competitor propositions and go to market strategies
• Serve as an active member of the Executive Leadership Team (ELT), contributing to enterprise strategy, organizational planning, transformation and key business decisions beyond the CDB portfolio.
• Serve as a strategic advisor to the CEO on brand, market positioning, CX, audience engagement, digital strategy and opportunities affecting the organization's visibility, relevance and growth.
• Build alignment across the organization around enterprise brand and Customer Experience ambition, intent and strategy.
• Build and champion a strategic POV , for content and audience priorities.
• Ensure that everything coming out of your BU is of excellence and sits within our brand and CX resolving competing priorities and ensuring the Business Unit operates as an enterprise capability rather than a standalone communications function.
• Represent the 4As externally with senior members, industry leaders, strategic partners and other stakeholders, strengthening relationships and identifying opportunities that advance the organization's mission and business priorities.
• Be a champion and hold the organization to a higher ambition of strategic brand articulation and CX follow-through
• Build, mentor, and develop a high-performing internal team, growing talent and strengthening bench of future leaders within the organization.
• Determine where work is best delivered through internal talent versus outsourced agency partners, directing a hybrid talent model that ensures consistent quality, accountability, and strategic coherence across both.
• Lead through organizational change and transformation, building a high-performing leadership culture characterized by accountability, collaboration, innovation, agility and measurable impact and ensuring that everyone representing the 4As does so in the progressive service / platform manner of the business and brand you architect for us

Requirements

position requirements

• 20+ years of progressive leadership experience across brand, marketing, content, digital, CRM, audience strategy, communications or related disciplines, with significant experience leading at the executive or enterprise level.
• Demonstrated success leading multiple interconnected functions and senior leaders, with the ability to establish strategic direction while empowering functional leaders to own execution.
• Proven experience connecting brand, content, digital and audience strategies to enterprise outcomes including growth, revenue, engagement, acquisition and retention.
• A natural collaborator and leader through transformation
• Strong business and financial acumen with experience establishing investment priorities, managing significant budgets and evaluating organizational and commercial impact.
• Demonstrated ability to advise CEOs and senior executive teams, influence enterprise strategy and lead effectively across highly cross-functional organizations.
• Strong understanding of modern digital ecosystems, CRM, audience intelligence, content strategy, brand development, emerging technologies and AI, with the ability to evaluate their strategic implications rather than serve as the functional operator.
• Demonstrated experience leading transformation and organizational change, including evolving capabilities, operating models, teams and external partnerships.
• Exceptional executive presence, communication and relationship-building skills with the ability to represent the organization credibly with senior members, partners and industry leaders.
• Strategic, commercially minded and externally oriented, with the ability to anticipate market shifts, identify opportunities and translate them into clear organizational priorities.
• Experience within advertising, marketing, media, agencies, professional services, membership organizations or similarly complex B2B ecosystems strongly preferred.