Vice President of Membership Development & Experience

FULL TIME | EXEMPT POSITION | YMCA OF GREATER NASHUA

Position Summary

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.

ESSENTIAL RESPONSIBILITIES

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

QUALIFICATIONS

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

IMPACT STATEMENT

The VP of Membership Development & Experience will transform how our community connects with the Y by creating pathways to achievement, relationships, and belonging that are welcoming, personalized, and mission-driven. Their leadership will drive sustainable membership growth, deepen engagement, and ensure every member experiences the Y at its best — reaching their goals, building meaningful connections, and strengthening our entire community.

ABOUT US

With four vibrant facilities and a strong community presence, the YMCA of Greater Nashua is a force for positive change in Southern New Hampshire. Just 45 minutes from Boston with easy access to the ocean, lakes, and mountains — Nashua offers urban energy with small-town charm. Named a top state to live in by U.S. News & World Report, New Hampshire has no sales or income tax and offers a high quality of life.

We serve more than 40,000 individuals annually and invested $1.4 million in financial assistance and community outreach in 2024 alone. Our mission: to nurture potential, improve health and well-being, and give back to our neighbors — all guided by our core values of caring, honesty, respect, and responsibility.

OUR CULTURE & PROMISE

We are more than a gym—we are a cause-driven organization rooted in equity, inclusion, and community impact. At the Y, achievement, relationships, and belonging aren’t just ideals—they’re how we measure success. Guided by our core values of caring, honesty, respect, and responsibility, we empower every staff member to help our members write their own success stories—starting with creating the Most Welcoming Place on Earth.

YMCA LEADERSHIP COMPETENCIES (Organizational Leader)

Innovation – Engaging Community – Project Management – Critical Thinking

WORK ENVIRONMENT & PHYSICAL DEMANDS

This position operates in both professional office and active YMCA facility environments. Regular facility walkthroughs and engagement with members and staff are essential. Must be able to work flexible hours including evenings and weekends as needed to support membership operations and events.

• Visual, auditory, and verbal ability to communicate effectively
• Ability to use standard office equipment and technology
• Ability to navigate facilities and be present during peak hours
• Must maintain a professional appearance and demeanor

The YMCA of Greater Nashua does not discriminate in employment opportunities or practices on the basis of race, color, faith, gender, pregnancy, national origin, age, disability, sexual preference, gender identity, veteran status, citizenship status, genetic information, or any other characteristic protected by applicable law.