Manager, Membership
Newtown Square, Pennsylvania, Us
Provided the overall leadership, planning and oversight of global relationship strategy for membership in 185 countries while driving and leading membership development, satisfaction and retention, ensuring strategic focus and alignment with PMI’s organization objectives, operational strategy and market needs. P&L responsibility for $50+MM membership revenue budget. Membership strategy was aligned with typical employee relations strategies designed to create affinity and long-term retention, including learning opportunities for professional growth, recognition for achievement, providing a sense of community, as well as advocacy and contributing to the greater good (organization social responsibility).Selected AccomplishmentsIdentified the 5 key drivers that motivate individuals to join PMI and created a member value proposition to address the membership strategy for global growth and retention. Results included an integrated regionalization strategy to support the goal of being a global organization. Implementation included successful collaboration of teams in Dubai, Singapore, Brussels, India, China, and the US.Designed, developed and executed a telemarketing renewal initiative to bring lapsed members back to the association, leveraging an opportunity to provide them with enhanced benefits resulting in a +20% ROI (telemarketing campaign returns were previously 11%).Led the development of a segmentation strategy and communications plan to better serve the diverse member population through customized communications, improving response rate by over 500% (from 2.0% click-through average to 12.8% click-through average).Successfully implemented an 8.5% dues increase. CAGR since implementation is +6.3%, above industry average.Launched an economic dues initiative to address declining retention in economically challenged countries resulting in an increase in retention by +16.2% to date.
