Vice President of Membership

Under the direction of the SVP, Experience, the VP of Membership is responsible for developing, analyzing, and implementing membership strategies that drive growth, engagement, and retention across the Association. This role provides leadership, measurement, and accountability for membership sales, operations, and retention strategies, ensuring alignment with the YMCA’s mission and vision.

Key responsibilities include setting and executing sales and lead generation strategies in collaboration with the SVP of Digital and Brand, as well as establishing measurable systems for prospect follow-up, new member onboarding, membership recovery, and retention efforts. The VP of Membership will also oversee membership experience initiatives, facility tours, and sales processes, ensuring that all efforts support a welcoming and engaging member journey while meeting the Y’s sales guidelines and performance targets.

Culture Statement: 

The culture of the Y is rooted in our Christian mission and core values. We strive every day to collectively embody our purpose of serving as a catalyst to transform lives and communities through programs that build healthy spirit, mind and body for all. We are respectful – we treat each other and those we serve as we hope to be treated ourselves. We are caring – we show a sincere concern for others and their well-being. We are honest – we are truthful in what we say and what we do, and we do not make promises we do not intend to keep. We are responsible – we are good stewards of our resources, strive for excellence and our actions are accountable to those we serve. We are innovative – we harness creativity, are solution minded and forward thinking. We lead with faith.

Essential Functions:

• Develop & Execute Membership Strategy – Design and implement a data-driven membership strategy aligned with the YMCA’s mission, focusing on acquisition, retention, and revenue growth.
• Optimize the Member Journey – Map and enhance the customer experience across digital and in- center interactions, ensuring seamless engagement and legendary service.
• Drive Sales & Retention Performance – Establish and monitor KPIs for membership sales, track prospect work, and ensure the team meets or exceeds acquisition and retention targets.
• Lead & Develop High-Performing Teams – Recruit, train, coach, and evaluate membership sales and service teams, fostering a culture of accountability and excellence.
• Integrate Membership Strategies with Business Lines – Collaborate with executive directors, business line leaders, and marketing to align membership initiatives with broader organizational goals.
• Utilize CRM & Analytics Tools – Leverage Salesforce and other CRM platforms to track membership trends, segment audiences, and deliver actionable insights to improve performance.
• Enhance Marketing & Outreach Efforts – Work closely with the marketing team to develop targeted campaigns and messaging tailored to specific customer segments.
• Ensure Budget & Business Plan Alignment – Develop and implement an annual business plan that aligns with organizational objectives and meets budgeted membership targets.
• Foster a Member-Centric Culture – Model relationship-building skills, promote inclusion, and ensure team members uphold the YMCA’s core values of caring, honesty, respect, responsibility, and faith.
• Track & Report Performance Metrics – Provide regular reports on membership trends, customer feedback, sales success rates, and revenue performance to senior leadership.
• Performs other duties and tasks as assigned by leadership

Required Qualifications

• Bachelor’s degree in the field of marketing, business administration, communications, public relations or equivalent combination of education and experience required.
• Minimum eight years’ experience in marketing, sales, or customer service essential.
• Minimum three years’ experience in direct sales, with proven results in revenue growth.
• Demonstrated ability to train, mentor and develop team members to create a sales oriented team and deliver exceptional customer service.
• Experience with a focus on new member acquisition, prospecting, marketing, analytics and customer service.
• Knowledge and experience in the fitness industry.
• Extensive management experience in community relations, strategic planning, project management and team member selection and training.
• YMCA experience in membership or operations strongly desired.
• Be self-directed and able to work effectively and independently with little supervision.
• Possess excellent verbal, written and interpersonal communication skills, with ability to communicate effectively and professionally with diverse populations and all levels of management, employees, volunteers and members.
• Excellent organization skills and attention to detail.
• Excellent problem-solving and analytical skills, as well as critical thinking ability.
• All YMCA team members are expected to maintain a current and active status for all safety, risk, and programming certifications defined by the YMCA of Greater Charlotte.

Preferred Qualifications

• Master's degree preferred.

Working Conditions:

• Sit for extended periods of time
• Kneeling
• Standing
• Push, pull and lift up to 30 lb
• Ability to work in excess of a 40-hour week with irregular work hours
• Ability to speak concisely and effectively communicate
• Ability to travel as needed
• Ability to communicate in English, written and oral.

Competencies:

• PROGRAM/PROJECT MANAGEMENT: Ensures program or project goals are met and intended impact occurs
• COMMUNICATION & INFLUENCE: Listens and expresses self effectively and in a way that engages, inspires, and builds commitment to the Y’s cause
• COLLABORATION: Creates sustainable relationships within the Y and with other organizations in service to the community
• ENGAGING COMMUNITY: Builds bridges with others in the community to ensure the Y’s work is community-focused and welcoming of all, providing community benefit

To learn more about our Y-USA Leadership Competencies, please click here: