VP, Consumer Experience

Overview

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name.

As a trusted source for news and information, AARP produces the nation's largest-circulation publications, AARP The Magazine and the AARP Bulletin.

The Vice President of Consumer Experience is responsible for shaping and executing the consumer experience strategy across the enterprise by shifting from fragmented touchpoints to integrated, issue-based journeys grounded in real consumer needs. This role will establish experience standards, ensure simplicity and ease across all interactions, and oversee the development of holistic content experiences that combine editorial, tools, services, and benefits into cohesive solutions.

Collaborates with senior leadership to ensure the consumer experience team is developing long-term goals and strategic plans to ensure consumer experience expectations are met and exceeded, positioning the enterprise for success.

Responsibilities

• Owns the design and definition of end-to-end consumer experiences, ensuring the alignment of the strategy and target market and demographics.
• Turns consumer trends, patterns and adoption signals into clear recommendations for enterprise consideration and influence.
• Builds and maintains strong stakeholder relationships to collaborate with various departments to ensure alignment in delivering a seamless consumer experience.
• Defines the experience architecture that campaigns activate, ensuring all marketing efforts connect to meaningful, actionable consumer journeys.
• Applies established Experience frameworks, including growth audience strategy, journey design, orchestration, and learning, to real business challenges, ensuring strategies are connected, actionable, and consistently carried through planning, activation, and optimization.
• Defines and advances the enterprise’s customer experience maturity roadmap, guiding phased progress as internal capabilities strengthen and external expectations evolve.
• Accountable for ensuring experiences are implemented as designed in partnership with other stakeholders across the enterprise to enhance the consumer experience streamline processes and drive efficiency.

Qualifications

• Bachelor's degree in Marketing, Business, Consumer Experience, Human-Centered Design, Communications, or a related field; advanced degree preferred.
• 10+ years of progressive experience in consumer experience (CX), customer experience, journey strategy, experience design, marketing strategy, digital experience, or related disciplines, including leadership responsibility for enterprise-wide initiatives.
• Proven experience leveraging consumer insights, behavioral data, market intelligence, and customer feedback to develop strategies that improve customer engagement, satisfaction, adoption, and business outcomes.
• Demonstrated experience designing and leading end-to-end consumer journeys across multiple channels and touchpoints, with responsibility for creating seamless, integrated consumer experiences.
• Proven track record of leading cross-functional teams and influencing senior executives and stakeholders to drive alignment, establish priorities, and deliver consumer-centered business strategies in a complex matrixed environment.
• Significant experience developing experience frameworks, governance models, standards, and performance measures that improve organizational effectiveness, consistency, and customer outcomes.
• Experience translating consumer needs into integrated solutions that combine content, products, services, benefits, and digital experiences, resulting in measurable value for both consumers and the organization.
• Demonstrated success leading large-scale strategic initiatives from concept through implementation, ensuring intended experience outcomes are achieved while driving continuous improvement through measurement, learning, and optimization.
• AARP will not sponsor an employment visa for this position.
• Additional Requirements
• Regular and reliable job attendance
• Effective verbal and written communication skills
• Exhibit respect and understanding of others to maintain professional relationships
• Independent judgement in evaluation options to make sound decisions
• In office/open office environment with the ability to work effectively surrounded by moderate noise
• Hybrid Work Environment
• AARP observes Mondays and Fridays as remote workdays, except for essential functions. Remote work can only be done within the United States and its territories.

Responsibilities

• Owns the design and definition of end-to-end consumer experiences, ensuring the alignment of the strategy and target market and demographics.
• Turns consumer trends, patterns and adoption signals into clear recommendations for enterprise consideration and influence.
• Builds and maintains strong stakeholder relationships to collaborate with various departments to ensure alignment in delivering a seamless consumer experience.
• Defines the experience architecture that campaigns activate, ensuring all marketing efforts connect to meaningful, actionable consumer journeys.
• Applies established Experience frameworks, including growth audience strategy, journey design, orchestration, and learning, to real business challenges, ensuring strategies are connected, actionable, and consistently carried through planning, activation, and optimization.
• Defines and advances the enterprise’s customer experience maturity roadmap, guiding phased progress as internal capabilities strengthen and external expectations evolve.
• Accountable for ensuring experiences are implemented as designed in partnership with other stakeholders across the enterprise to enhance the consumer experience streamline processes and drive efficiency.

Qualifications

• Bachelor's degree in Marketing, Business, Consumer Experience, Human-Centered Design, Communications, or a related field; advanced degree preferred.
• 10+ years of progressive experience in consumer experience (CX), customer experience, journey strategy, experience design, marketing strategy, digital experience, or related disciplines, including leadership responsibility for enterprise-wide initiatives.
• Proven experience leveraging consumer insights, behavioral data, market intelligence, and customer feedback to develop strategies that improve customer engagement, satisfaction, adoption, and business outcomes.
• Demonstrated experience designing and leading end-to-end consumer journeys across multiple channels and touchpoints, with responsibility for creating seamless, integrated consumer experiences.
• Proven track record of leading cross-functional teams and influencing senior executives and stakeholders to drive alignment, establish priorities, and deliver consumer-centered business strategies in a complex matrixed environment.
• Significant experience developing experience frameworks, governance models, standards, and performance measures that improve organizational effectiveness, consistency, and customer outcomes.
• Experience translating consumer needs into integrated solutions that combine content, products, services, benefits, and digital experiences, resulting in measurable value for both consumers and the organization.
• Demonstrated success leading large-scale strategic initiatives from concept through implementation, ensuring intended experience outcomes are achieved while driving continuous improvement through measurement, learning, and optimization.