Head of Membership Growth & Experience

Job Description

The Head of Membership Growth & Experience is a senior leadership role responsible for driving membership growth, retention, engagement, and overall member satisfaction across the Club. Reporting directly to the CEO, the role combines commercial leadership, customer experience, marketing strategy, and operational oversight to ensure the Club continues to attract, retain, and delight members at every stage of their journey.

This role leads the Membership, Marketing, Events, and Welcome Desk functions, ensuring alignment between brand, service delivery, and commercial performance while delivering a seamless, premium end-to-end member and guest experience across all Club touchpoints. The successful candidate will be responsible for developing and executing the Club’s membership and experience strategy, creating a consistent, engaging, and high-quality member journey from initial enquiry through to long-term loyalty. They will provide both strategic and operational leadership to foster a unified, customer-focused culture, strengthen the Club’s reputation and community engagement, and support sustainable growth in membership, participation, and commercial performance.

Key Responsibilities

Experience Strategy & Leadership

• Lead the Experience Team (Marketing, Events, and Front of House) to deliver a consistently high-quality member experience
• Define and deliver the Club’s overall experience strategy across all touchpoints
• Work with the CEO and Senior Leadership Team to support long-term strategic goals
• Foster a customer-first culture across the Club
• Use member insight, feedback, and data to drive continuous improvement

Member Journey & Engagement

• Own and improve the end-to-end member journey from enquiry to long-term retention
• Ensure all member communications are consistent, relevant, and on-brand
• Increase member engagement, satisfaction, and advocacy
• Monitor feedback and implement improvements to enhance the member experience

Leadership of Marketing, Events & Welcome Desk

• Lead and develop the Marketing, Events, and Welcome Desk teams

• Set clear goals and performance standards to ensure high-quality delivery
• Ensure teams work together to deliver a seamless member experience
• Coach and develop team members to build capability and performance

• Maintain exceptional service standards across all front-of-house operations
• Ensure a welcoming, professional, and consistent experience for all members and guests
• Enhance the on-site experience in line with the Club’s premium positioning

Events & Experience Delivery

• Oversee a high-quality programme of member events that drive engagement
• Ensure events are well-executed, on-brand, and commercially effective
• Work with internal teams and partners to deliver successful events
• Play a key role in major Club events, including hospitality and member experience delivery

Marketing & Communications

• Provide strategic leadership of marketing and communications to support membership growth and retention
• Ensure consistent, high-quality brand messaging across all channels
• Oversee marketing activity across website, social media, CRM, and digital engagement, working closely with the Head of Marketing
• Manage external agencies and marketing partners

Stakeholder & Relationship Management

• Build strong relationships with members, partners, and stakeholders
• Act as an ambassador for the Club and its values
• Promote collaboration across departments to ensure a joined-up experience

Commercial & Operational Responsibility

• Support membership growth, retention, and revenue generation
• Monitor performance against targets and use insight to inform decisions
• Manage budgets and ensure effective use of resources
• Support sponsorship, partnerships, and commercial opportunities
• Ensure compliance with Club policies and standards

Personal Attributes

• Natural leader who inspires and unites teams around a shared vision, with a strong focus on members and guests and a passion for exceptional experiences
• Degree-level education in Marketing, Communications, Business, or a related field (or equivalent experience)
• Proven experience in a senior membership, marketing, customer experience, or commercial role
• Strong track record of delivering membership growth, retention, and engagement
• Excellent communication, stakeholder management, and relationship-building skills
• Strong understanding of customer experience, member journeys, and service excellence
• Confident using CRM, digital marketing, and data tools to track performance and insight
• Strong organisational, project management, and commercial skills, including budget and target delivery
• Customer-focused, collaborative, and proactive approach
• Experience within a members’ club or premium service environment is desirable, ideally within a racket or racquets club environment

About Us

Edgbaston Priory Club is a premier racquets and lifestyle members’ club set within 14 acres of beautiful grounds in the heart of Birmingham. We are also a proud tournament venue, hosting the Lexus Birmingham Open and the British Junior Open Squash Championships.

Our vision is to be the best member-led racquets and fitness club, delivering excellence and connection both on and off the court. Our values are Excellence, Community and Inclusivity and we are committed to delivering exceptional experiences across every aspect of Club life – sport, fitness, social and leisure.