Vice President, Marketing & Membership - CAA Atlantic

Shape the Future of Membership Growth

CAA Atlantic is seeking a commercially minded, strategic, and data-driven leader to serve as the next Vice President, Marketing & Membership, a role that goes far beyond traditional marketing leadership. This executive will lead membership growth and engagement with a focus on acquisition, and enhancing member value, brand relevance, and marketing performance. They will shape the future of membership for one of Atlantic Canada’s most trusted brands.

Reporting to the CEO and serving on the Executive Leadership Team, the VP takes the lead in shaping enterprise strategy, modernizing marketing capabilities, and strengthening the organization’s connection to members and communities. This is a pivotal moment for CAA Atlantic as it evolves to meet changing member expectations, advances in digital and data, and a rapidly shifting mobility and services landscape.

Success in this role requires a rare blend of commercial acumen, customer insight, and enterprise leadership. The ideal candidate understands both the economics and the emotion of membership and knows how to scale both. They bring deep experience leading membership, subscription, loyalty, or customer-based business models, with proven ownership of pricing, retention, and member economics. They are as comfortable shaping enterprise strategy at the Board table as they are optimizing growth systems and marketing performance on the ground. They have led organizations through transformation or modernization and bring a sophisticated understanding of digital marketing, analytics, personalization, and martech ecosystems. Their leadership style is collaborative and enterprise-first, with the executive presence to influence across teams and functions.

This executive will lead the organization’s membership growth strategy across the full member lifecycle; drive measurable outcomes in acquisition, retention, engagement and revenue performance; strengthen brand relevance, trust and market differentiation; build increasingly data-driven and digitally enabled marketing capabilities; partner cross-functionally across operations, commercial teams, digital, analytics and leadership, and help position the organization for continued transformation in a rapidly evolving market environment.

The successful candidate is a strategic growth leader who is commercially minded and outcomes-oriented, member-first and insight-driven, collaborative and enterprise-focused, strategic yet highly execution-oriented, and comfortable leading through influence and cross-functional partnership. They are skilled at balancing long-term brand relevance with short-term performance objectives and energized by transformation, innovation, and continuous improvement.

They bring deep experience leading membership, subscription, loyalty, or customer-based business models and have proven ownership of customer or member economics, including pricing, retention and lifetime value. They have a strong balance of brand leadership and performance marketing expertise; experience leading organizations through transformation, repositioning or modernization and a sophisticated understanding of digital marketing, analytics, personalization and martech ecosystems. They have strong executive presence with the ability to influence at the Executive Team and Board level and a collaborative leadership style and enterprise-first mindset.

This is a rare opportunity to shape the future of a respected organization with a strong brand, a meaningful mandate and an engaged membership base. As VP, Marketing & Membership, you will define how CAA Atlantic grows, how it connects with members, how it delivers value, and how it evolves for the future. You will join a leadership team committed to innovation, member experience, and building the next era of membership.

To learn more about CAA Atlantic, please visit: www.atlantic.caa.ca

We welcome applications from accomplished marketing, growth and membership leaders who are inspired by the opportunity to lead transformation, strengthen member value, and drive meaningful organizational impact. Please submit a combined resume and cover letter online by clicking “Apply.” For further information about this opportunity, please contact Kim West, kwest@royerthompson.com or Amy Reid, areid@royerthompson.com in confidence.

Royer Thompson is committed to presenting a diverse and inclusive roster of candidates to our clients. We welcome and encourage applications from the following underrepresented groups: Indigenous persons, racially visible persons, persons with a disability, women, and persons of a minority sexual orientation and/or gender identity. If you are a member of one of these underrepresented groups, we invite you to self-identify on your cover letter or resume.

CAA Atlantic will provide accommodation for applicants with disabilities. If you require accommodation(s) to participate in the application, interviewing or selection process, please contact emoxey@royerthompson.com.

Royer Thompson is a Canadian executive advisory firm focused on capturing the full potential of people in pursuit of leadership and organizational excellence. Our core services include executive search, management recruitment, executive development, HR advisory and inclusion & belonging. Send your CV via Auto-jobs.ca.