Vice President of Membership Development & Experience

The Vice President of Membership Development & Experience is a strategic, results-driven leader who drives membership growth and creates exceptional member experiences across all YMCA locations. As a key member of the senior leadership team, this role is responsible for comprehensive membership strategy, including acquisition, retention, engagement, and service excellence.

Partnering closely with the COO, leadership team, and community stakeholders, the VP is accountable for growing membership revenue, deepening member engagement, and ensuring every touchpoint reflects our mission and values. This leader builds and mentors a high-performing team while fostering a culture where every member experiences achievement, builds authentic relationships, and develops a deep sense of belonging on their journey toward health and well-being.

Required:

• Bachelor's degree required; master's degree preferred
• Minimum 7-10 years of progressive leadership experience in membership services, customer experience, or related fields, preferably in fitness, recreation, hospitality, or nonprofit sectors
• Proven track record of driving membership growth, improving retention, and delivering exceptional customer experiences
• Strong strategic thinking and execution skills with ability to translate vision into actionable plans
• Data-driven mindset with experience using analytics to inform decision-making and measure success
• Excellent interpersonal, communication, and public speaking skills
• Demonstrated ability to build, lead, and develop high-performing teams
• Experience managing budgets and achieving financial targets
• Mission-driven, growth-oriented, and committed to inclusion and equity

Preferred:

• YMCA or mission-based nonprofit experience
• YMCA Organizational Leader certification
• Experience with CRM systems and membership management software
• Knowledge of Y Experience framework and Leading Practices

Strategic Leadership & Membership Growth

• Develop and implement a comprehensive membership growth strategy that drives acquisition, engagement, and retention across all locations
• Set and achieve ambitious membership targets through data-driven strategies and continuous improvement
• Lead membership sales initiatives including tours, prospecting, conversion optimization, and new member onboarding
• Utilize analytics and market research to identify trends, opportunities, and areas for improvement
• Prepare and implement membership marketing promotions in partnership with Marketing and Communications
• Build corporate and third-party membership partnerships to expand reach and diversify revenue streams
• Member Experience Excellence
• Champion the member experience by ensuring all touchpoints reflect the Y's mission, values, and commitment to creating the "Most Welcoming Place"
• Implement and sustain the Y Experience framework across membership operations, fostering achievement, relationships, and belonging for every member
• Oversee new member onboarding (Days 0-90) to ensure strong connections, program engagement, and long-term retention
• Create engagement strategies that deepen member involvement throughout the member lifecycle, from exploration to advocacy
• Monitor member satisfaction and Net Promoter Scores; implement improvements based on feedback and data
• Ensure consistent service standards and operational excellence across all locations
• Health & Wellness Leadership
• Oversee wellness programming and services, ensuring innovative and engaging pathways for members to achieve their health and fitness goals
• Lead wellness team in developing personalized member experiences that support individual achievement and goal attainment
• Partner with program areas (aquatics, youth, sports, arts) to create holistic wellness opportunities for members across the lifespan
• Ensure wellness services align with evidence-based health initiatives and the Y's commitment to improving community health outcomes
• Foster relationships between members and wellness staff to create accountability, support, and sustained engagement

Team Development & Leadership

• Build, lead, and mentor a high-performing membership team including directors of membership experience, onboarding, and senior wellness leadership
• Provide coaching, professional development, and clear performance expectations to drive accountability and results
• Foster a culture of innovation, collaboration, and member-focused service across the membership division
• Recruit, develop, and retain talented staff committed to the Y's mission and values
• Promote cross-functional collaboration with programs, operations, and community impact teams
• Financial Management & Accountability
• Develop and manage membership division budget, ensuring financial sustainability and growth
• Monitor and report on key performance indicators, including acquisition rates, retention rates, member engagement, and revenue targets
• Ensure pricing strategies and financial assistance programs align with mission and market positioning

Operational Excellence & Systems

• Oversee membership systems, CRM tools, and data integrity to support efficient operations and decision-making
• Establish and maintain standard operating procedures for membership services across all locations
• Lead welcome center operations and ensure facility readiness creates positive first impressions
• Implement risk management protocols and ensure compliance with safety and YMCA standards

Community Engagement & Collaboration

• Represent the YMCA at community events, building relationships that drive membership and mission advancement
• Partner with Marketing and Communications to develop campaigns that elevate brand awareness and member recruitment
• Collaborate with program leadership to create seamless connections between membership and wellness, aquatics, youth programs, and more
• Support Financial Development efforts by cultivating donor relationships among members and prospects

Innovation – Engaging Community – Project Management – Critical Thinking