SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces. With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.
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.
Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.
SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).
We do not sponsor applicants for work visas.
