YMCA of Metropolitan Los Angeles
Senior Vice President of Membership and Belonging
YMCA of Metropolitan Los Angeles, Los Angeles, California, United States, 90079
POSITION SUMMARY
The Senior Vice President (SVP) of Membership & Belonging is a visionary leader responsible for shaping the YMCA's strategy for inclusive member engagement, acquisition, retention, and belonging. This role drives enterprise-wide initiatives using applied AI, digital innovation, and data-driven insights to foster a personalized, community-rooted member experience. Reporting directly to the Chief Operating Officer (COO), this position collaborates across departments—especially with Wellbeing, Marketing, and IT leadership—to ensure the seamless integration of healthy living, equity-driven programming, and digital experiences that promote holistic member journeys. The SVP leads a dynamic team focused on growing membership through strategic marketing, digital engagement, and community partnerships—ensuring that every individual feels they belong, matter, and thrive at the Y. CORE RESPONSIBILITIES
Strategic Membership Leadership & Innovation
Design and implement a strategic roadmap for membership growth, focused on equity, personalization, and digital engagement. Integrate AI-powered CRM tools, behavioral segmentation, and predictive analytics to enhance member targeting, onboarding, and retention strategies. Ensure consistent and inclusive member journeys across fitness, aquatics, family wellness, and virtual platforms, in alignment with the YMCA's wellbeing strategy. Digital & Data Transformation
Launch scalable digital tools and platforms (e.g., virtual tours, AI chat support, mobile registration, wearables) to streamline the join-and-engage experience. Use member analytics dashboards to track lifecycle engagement, attrition risk, and satisfaction trends. Support integration of fitness equipment leasing models and smart technology into centers. Membership Operations & Program Oversight
Oversee systems and processes for membership enrollment, access management, customer service, and billing in alignment with best practices. Lead monthly forecasting, KPI setting, and goal tracking across centers; analyze data to improve ROI on campaigns and retention initiatives. Implement center-based belonging strategies, including welcome events, affinity groups, and culturally responsive member engagement initiatives. Talent Development & Culture
Supervise and develop regional and center-based Membership Directors; provide training on member-centered service, digital tools, and community engagement. Create career pathways for frontline membership staff with an emphasis on equity, inclusion, and professional growth. Foster a collaborative culture between membership, wellbeing, and program teams, rooted in performance, innovation, and member service. Marketing & Community Engagement
Lead cross-functional marketing campaigns to reach diverse audiences, including youth, seniors, families, and underrepresented communities. Establish partnerships with schools, health providers, and local organizations to increase access and visibility. Work with communications teams to ensure mission-aligned branding across digital and physical spaces. QUALIFICATIONS
Bachelor's degree in marketing, data science, nonprofit management, or related field (Master's preferred). 7+ years of progressive leadership in membership, marketing, customer experience, or community engagement. Demonstrated experience with CRM platforms, digital tools, and data visualization software. Passion for equity, access, and community building. YMCA experience and/or ACE/CRM certifications a plus. CORE COMPETENCIES
Strategic Thinking & Innovation
– Builds forward-thinking strategies based on trends, member data, and organizational vision. Belonging & Inclusion Leadership
– Creates pathways for all people to feel welcomed and supported within YMCA spaces. Technology & Digital Fluency
– Applies emerging technology and digital tools to elevate membership experiences. Financial & Operational Acumen
– Manages membership revenue, expenses, and KPIs across multiple centers. Collaboration & Influence
– Works cross-functionally with Wellbeing, Program, and Marketing leaders to ensure seamless integration. WORK ENVIRONMENT
Based in Los Angeles County, with frequent travel across centeres. Evening and weekend hours as required to support community events, trainings, and strategic rollouts. KEY PARTNERSHIPS
Chief Operating Officer (COO)
– Strategic alignment, performance reporting, and operational integration. Vice President of Wellbeing
– Coordination of healthy living initiatives and member engagement technology. Marketing & Communications
– Unified messaging and digital acquisition campaigns. Center Executives & Program Directors
– Operational excellence and localized engagement strategies. IT & Data Teams
– CRM optimization, reporting, and predictive analytics. As part of our dedication to the diversity of our staff, the Association is committed to Equal Employment Opportunity without regard for race, color, national origin, ethnicity, gender, protected veteran status, disability, sexual orientation, gender identity, or religion. People of color, people with disabilities, women, and LGBTQ+ candidates are strongly encouraged to apply. Pursuant to the Los Angeles Fair Chance Ordinance, we will consider qualified applicants with arrest and conviction records for employment. Hired candidates are screened through the YMCA by the FBI and California Department of Justice; these government agencies make the final determination as to whether or not a candidate is eligible to work with minor children in this role.
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The Senior Vice President (SVP) of Membership & Belonging is a visionary leader responsible for shaping the YMCA's strategy for inclusive member engagement, acquisition, retention, and belonging. This role drives enterprise-wide initiatives using applied AI, digital innovation, and data-driven insights to foster a personalized, community-rooted member experience. Reporting directly to the Chief Operating Officer (COO), this position collaborates across departments—especially with Wellbeing, Marketing, and IT leadership—to ensure the seamless integration of healthy living, equity-driven programming, and digital experiences that promote holistic member journeys. The SVP leads a dynamic team focused on growing membership through strategic marketing, digital engagement, and community partnerships—ensuring that every individual feels they belong, matter, and thrive at the Y. CORE RESPONSIBILITIES
Strategic Membership Leadership & Innovation
Design and implement a strategic roadmap for membership growth, focused on equity, personalization, and digital engagement. Integrate AI-powered CRM tools, behavioral segmentation, and predictive analytics to enhance member targeting, onboarding, and retention strategies. Ensure consistent and inclusive member journeys across fitness, aquatics, family wellness, and virtual platforms, in alignment with the YMCA's wellbeing strategy. Digital & Data Transformation
Launch scalable digital tools and platforms (e.g., virtual tours, AI chat support, mobile registration, wearables) to streamline the join-and-engage experience. Use member analytics dashboards to track lifecycle engagement, attrition risk, and satisfaction trends. Support integration of fitness equipment leasing models and smart technology into centers. Membership Operations & Program Oversight
Oversee systems and processes for membership enrollment, access management, customer service, and billing in alignment with best practices. Lead monthly forecasting, KPI setting, and goal tracking across centers; analyze data to improve ROI on campaigns and retention initiatives. Implement center-based belonging strategies, including welcome events, affinity groups, and culturally responsive member engagement initiatives. Talent Development & Culture
Supervise and develop regional and center-based Membership Directors; provide training on member-centered service, digital tools, and community engagement. Create career pathways for frontline membership staff with an emphasis on equity, inclusion, and professional growth. Foster a collaborative culture between membership, wellbeing, and program teams, rooted in performance, innovation, and member service. Marketing & Community Engagement
Lead cross-functional marketing campaigns to reach diverse audiences, including youth, seniors, families, and underrepresented communities. Establish partnerships with schools, health providers, and local organizations to increase access and visibility. Work with communications teams to ensure mission-aligned branding across digital and physical spaces. QUALIFICATIONS
Bachelor's degree in marketing, data science, nonprofit management, or related field (Master's preferred). 7+ years of progressive leadership in membership, marketing, customer experience, or community engagement. Demonstrated experience with CRM platforms, digital tools, and data visualization software. Passion for equity, access, and community building. YMCA experience and/or ACE/CRM certifications a plus. CORE COMPETENCIES
Strategic Thinking & Innovation
– Builds forward-thinking strategies based on trends, member data, and organizational vision. Belonging & Inclusion Leadership
– Creates pathways for all people to feel welcomed and supported within YMCA spaces. Technology & Digital Fluency
– Applies emerging technology and digital tools to elevate membership experiences. Financial & Operational Acumen
– Manages membership revenue, expenses, and KPIs across multiple centers. Collaboration & Influence
– Works cross-functionally with Wellbeing, Program, and Marketing leaders to ensure seamless integration. WORK ENVIRONMENT
Based in Los Angeles County, with frequent travel across centeres. Evening and weekend hours as required to support community events, trainings, and strategic rollouts. KEY PARTNERSHIPS
Chief Operating Officer (COO)
– Strategic alignment, performance reporting, and operational integration. Vice President of Wellbeing
– Coordination of healthy living initiatives and member engagement technology. Marketing & Communications
– Unified messaging and digital acquisition campaigns. Center Executives & Program Directors
– Operational excellence and localized engagement strategies. IT & Data Teams
– CRM optimization, reporting, and predictive analytics. As part of our dedication to the diversity of our staff, the Association is committed to Equal Employment Opportunity without regard for race, color, national origin, ethnicity, gender, protected veteran status, disability, sexual orientation, gender identity, or religion. People of color, people with disabilities, women, and LGBTQ+ candidates are strongly encouraged to apply. Pursuant to the Los Angeles Fair Chance Ordinance, we will consider qualified applicants with arrest and conviction records for employment. Hired candidates are screened through the YMCA by the FBI and California Department of Justice; these government agencies make the final determination as to whether or not a candidate is eligible to work with minor children in this role.
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