Texas Restaurant Association Job Description
JOB TITLE: Director of Membership
REPORTS TO: Chief Operating Officer
DIRECT REPORTS: N/A
INDIRECT REPORTS: Member Engagement Managers/Directors
Non-Exempt, Full-Time
JOB SUMMARY:
The Director of Membership is a critical role to the marketing and sales of membership and the products & services that provide financial value to members of the Texas Restaurant Foundation (TRA). Through execution of a successful sales & marketing strategy and campaigns targeted to articulate the value of membership and the TRA’s benefits to operational efficiency, training products, and partner services, the Director of Membership can drive growth, retention, and satisfaction of membership. Their focus is on identifying and responding to the opportunities across the State to grow membership and ensure new members are engaged, including driving members’ adoption of available benefits, products, and services (BPS). Working with the Marketing Manager, Regional Executive Directors, Member Engagement Managers/Directors, and leveraging partnership opportunities with like-minded organizations, the Director of Membership produces new members, maintains / increases the Association’s high member retention rate and level of member engagement, and increases the non-dues revenue stream driven by BPS adoption amongst existing membership. Role is based in the Austin office.
DUTIES:
Member Acquisition, Benefits Products & Services Adoption (30%)
Core to the success of the TRA is a strong membership, counted not only in number of members, but strength of engagement and adoption of available benefits, products, and services. The Director of Membership is the leader responsible for the success of membership development and retention. Key activities include:
· Develop and execute all membership related acquisition strategies and promotions across internal staff and external membership development partnerships.
· Track, evaluate, and promote the adoption of TRA member benefits, products, and services, with the goal to improve immediate adoption by new members and increase overall adoption penetration amongst existing members.
· Collect, analyze, and review member input on products and services with the Chief Operating Officer and Director of Partnerships to refine offerings that best serve the needs of TRA membership.
· Collaborate with Executive Directors to manage and ensure member engagement staff are successful in their new member acquisition, BPS adoption, and member retention targets/goals.
· Identify mid to large size member opportunities and work with local team to execute high-touch member recruitment strategy, with special focus on top 100 franchisee operators and business in the $50M+ gross annual revenue and above categories of membership.
· Collaborate with Chief Operating Officer and NRA membership rep to plan and execute national membership growth events and direct outreach, increasing the total TX-domiciled national members.
Member Engagement & Retention (30%)
As the TRA has evolved, engagement and retention with membership has expanded beyond issuing and collecting dues invoices. Regular contact with members across the State is critical to maintaining an engaged and involved membership. The Director of Membership will be responsible for:
· Successfully executing the annual member life cycle engagement plan, reviewing metrics with key stakeholders, and facilitating an ongoing cycle of continuous improvement and process refinement. Success is measured by meeting or exceeding the annual member retention goal.
· Work with the Member Engagement Managers/Directors to ensure consistent engagement with existing members, management of existing member data within the organization’s CRM, and support the needs of members.
· Develop and coordinate with the Events Marketing Team and Regional Office Teams a best practice model to ensure that membership recruitment/development is incorporated into all events across the state, with a standardized follow-up model and method of tracking to promote high post-event conversion.
· Managing internal chapter development programs, including member referral incentive opportunities and other similar programs that both grow membership and ensure that all Chapters maintain minimum membership levels.
Membership, Benefits, Products, and Services Marketing (30%)
Leveraging the strength of the TRA’s advocacy and thought leadership position within Texas’ foodservice industry, the Director of Membership develops a comprehensive membership and product marketing plan in collaboration with the Events Marketing Department to reinforce the value of membership and articulate the importance of using the resources provided by the TRA to its membership in the areas of compliance and operational efficiency. Key activities include:
· Contribute to the overall development of a robust internal and external communications strategy to engage with industry operators and convert to new members (acquisition) and drive perceived value of membership through products and services, and invaluable information unable to be acquired elsewhere.
· Recommend, create, and execute ad hoc marketing campaigns to drive membership activities within the Member Engagement Team and amongst targeted groups (i.e. reinstatement of long-inactive members) to leverage all opportunities for membership growth.
· Develop and execute comprehensive product roll-out, in collaboration with the Director of Partnerships, and subsequent marketing strategy to ensure successful promotion and adoption of new BPS and to reintroduce existing BPS to drive member awareness and adoption.
· Develop and execute annual/periodic member surveys to support the creation of a cohesive communication plan and ensure relevant content for informative blogs, newsletters, and webinars.
· Support news alerts and other up-to-the-minute pushes to members, keeping them appraised of relevant information and to advertise the training products and services offered by the TRA and its partners.
· Establish a promotional calendar to guide the communication cadence and messaging around member value in collaboration with the Events Marketing Team, providing TRA partners exposure and opportunity to highlight the members-only discounts, rebates, and/or other services they offer to improve operational efficiency.
Administration (10%)
To support the activites of the role and membership in general, the Director of Membership will be responsible for:
· Generate, review, and distribute weekly membership status update reports and identify areas of opportunity with internal stakeholders.
· Measure key membership development benchmarks (acquisition and BPS adoption) and report on them to the Chief Operating Officer.
· Maintain membership demographic information for use in promotional materials, government relations/lobbying, and Foundation activities.
· Track, measure, and report on membership growth activities from external and internal campaigns, promotions, events, and strategic partnerships.
And all other duties as assigned.
QUALIFICATIONS:
· Bachelor’s degree in business administration, Communications, or any other related field and 3-5 years’ experience in association membership sales, engagement, and retention, or 5-7 years’ experience in association membership sales, engagement, and retention.
· Expert-level competency with Microsoft Office Suite (Office 365), Adobe Creative Suite, Canva, MailChimp or similar mass communications platform, and Salesforce/CRM experience preferred.
· Competency with digital and social media.
· Excellent verbal and written skills, Comfortable presenting to large crowds.
· Proven attention to detail, highly organized, and able to handle multiple tasks simultaneously.
· Ability to maintain a consistently positive outlook towards all members and staff.
· Previous sales and marketing industry experience in hospitality/restaurant and/or member-driven associations.
Role requires some local (Texas) and/or national travel, not exceeding 5-10% of hours worked.
Send Salary requirements and date available in cover letter with resume.
Role does not have any special or extraordinary physical requirements.
As the industry which the Association serves operates 24/7/365, role may at times require availability outside of standard “9 to 5” business hours, as needed, for activities like special events/meetings or to respond to emergency situations as needed and/or directed by the C-Suite.
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