Summary

The VP of Membership Community leads the organization's entire Membership business, with full ownership over the strategy, growth, and engagement of the Membership Community - the complete base of members, both dues-paying and non-dues-paying. This executive leads the teams and directors responsible for membership acquisition, retention, lifetime value growth, and community engagement, and serves as the senior voice for the Membership business within the C-suite and to the Board.

The role carries P&L accountability for membership revenue, sets multi-year targets for growth, retention, and member lifetime value (LTV), and directs investment across the full membership lifecycle: acquisition, onboarding, community platforms, peer networks, and renewal - for the entire Membership Community. A core focus of the role is deepening member value over time, driving increased engagement, upsell/upgrade pathways, and long-term LTV growth across all member segments.

Responsibilities

• Set and lead the overall strategy for growth, retention, and lifetime value (LTV) across the full Membership Community - inclusive of both dues-paying and non-dues-paying members.
• Own full P&L accountability for the Membership business, including budgeting, forecasting, and multi-year financial planning.
• Lead and develop directors and teams responsible for membership acquisition, retention, community engagement, and LTV growth initiatives.
• Drive member lifetime value growth through deeper engagement, upsell/upgrade pathways, and expanded community offerings across all member segments.
• Oversee community platforms, peer networks, and engagement programs serving the entire Membership Community.
• Serve as the senior executive voice for the Membership business to the C-suite and Board of Directors.
• Translate membership strategy, performance, risks, and opportunities into clear executive- and Board-level reporting and recommendations.
• Partner cross-functionally with Marketing, Product, Technology, and Finance to align membership strategy with broader organizational goals.
• Lead innovation and change management efforts to evolve membership models and community engagement approaches.
• Build alignment among internal and external stakeholders around membership and community priorities.

Key Competencies

1. ENTERPRISE MEMBERSHIP & COMMUNITY STRATEGY

Sets the organization-wide vision for growth and engagement across the entire Membership Community, aligning it with broader business goals and multi-year planning.

2. COMMUNITY BUILDING & ENGAGEMENT

Designs and scales engagement programs and platforms that build belonging and active participation across the full Membership Community - dues-paying and non-dues-paying alike.

3. EXECUTIVE LEADERSHIP & ORGANIZATIONAL INFLUENCE

Leads multiple directors and teams, influences peer executives and the C-suite, and represents the Membership business in enterprise-level strategic discussions.

4. P&L, REVENUE & LTV OWNERSHIP

Owns membership revenue as a full business line - budgeting, forecasting, and growth targets - with a core focus on driving member lifetime value (LTV) through deeper engagement and upsell pathways.

5. BOARD & GOVERNANCE RELATIONS

Manages relationships with the Board of Directors and senior volunteer leadership, translating strategy into governance-ready reporting and influencing policy decisions.

6. DATA-DRIVEN DECISION MAKING

Uses enterprise-level analytics - growth, retention, engagement, and LTV metrics - to guide investment decisions and demonstrate impact to leadership.

Education & Experience Requirements

Education

• Bachelor's degree in business, marketing, association management, or a related field, or an equivalent combination of education and relevant experience. Master's degree or CAE (Certified Association Executive) credential preferred.

Experience

• At least 12 years of progressively responsible experience in membership, association management, community-led growth, subscription-based businesses, or a related field, including significant executive leadership experience.
• Proven senior executive experience running a membership business end-to-end, including full P&L ownership.
• Demonstrated track record of driving member lifetime value (LTV) growth.
• Experience leading through other leaders and building high-performing, multidisciplinary teams.
• Strong data fluency and experience using analytics to guide strategic decisions.
• Experience advising executive leadership and presenting business strategy and performance to a Board or comparable governance body.

Certifications - CAE (Certified Association Executive) credential preferred.

Knowledge, Skills & Abilities

• Deep understanding of membership, subscription, or community-based business models and the drivers of acquisition, conversion, retention, engagement, and lifetime value.
• Strong business and financial acumen, including P&L management, forecasting, investment prioritization, and performance analysis
• Ability to translate member data, behavioral insights, and market trends into business decisions and measurable actions.
• Executive-level communication and presentation skills, including the ability to make clear recommendations to senior leaders and governing bodies.
• Demonstrated ability to influence across functions and align diverse stakeholders around shared priorities.
• Strong people leadership skills, including experience developing senior leaders, building capabilities, and creating accountability.
• Ability to lead innovation and organizational change while maintaining focus on execution and business performance.
• Sound judgment in balancing revenue objectives, member value, community trust, and the organization's mission.

• Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.

Physical Requirements

This position operates in a typical office environment (which includes a home office setting) and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include:

• Prolonged periods of sitting at a desk and working on a computer.
• Frequent use of hands and fingers for typing, handling documents, and using office equipment.
• Occasional standing, walking, bending, and reaching.
• Ability to lift and carry up to 30 pounds as needed.
• Clear verbal and written communication skills for effective interaction with colleagues and stakeholders.

Work Environment

Hybrid Schedule (3 Days In-Office/2 Days Remote)

This position follows a hybrid work schedule, with Tuesday through Thursday in office and Monday and Friday remote. Employees must be available during standard business hours, with core hours beginning between 8:00-9:00 a.m. and concluding between 5:00-6:00 p.m. local time.

Travel: Moderate 20 - 30%

The hiring range for this position is $180,000 to $240,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.