Executive Director of Member Experience

Heart of the Valley YMCA•Huntsville, AL

5d•$75,000 - $95,000

About The Position

This position supports the work of the Y, a leading nonprofit, charitable organization committed to strengthening community through youth development, healthy living and social responsibility. The Executive Director of Member Experience provides strategic and operational leadership for the Heart of the Valley YMCA. This executive role is responsible for driving membership growth, engagement, retention, and staff excellence, ensuring that every member interaction reflects the YMCA’s mission, values and commitment to community impact. This leader will build and execute a comprehensive, Association-wide membership strategy that positions membership as the front door to the YMCA—connecting individuals and families to programs, relationships, and life-changing experiences. The Executive Director of Member Experience will directly lead and develop branch membership leaders and teams, establish consistent standards of excellence, and cultivate a culture of hospitality, accountability, and growth through a focus on “experience”. OUR CULTURE: Our mission and core values are brought to life by our culture. At our Y, we strive to live our mission of loving our neighbor and helping each individual reach their full potential intentionally every day. We are welcoming: we are open to all. We are a place where you can belong and become. We are genuine: we value you and embrace your individuality. We are hopeful: we believe in you and your potential to become a catalyst in the world. We are nurturing: we support you in your journey to develop your full potential. We are determined: above all else, we are on a relentless quest to make our community stronger beginning with you.

Requirements

Bachelor’s degree in business, sales, marketing, or a related field (or equivalent experience).
Five (5) or more years of progressive leadership experience in a YMCA is required.
Demonstrated success in meeting or exceeding membership/sales goals and building strong member relationships.
Strong leadership, coaching, and team development skills, with experience training staff in sales and service.
Excellent communication and interpersonal skills, with a warm and engaging presence.
Ability to analyze data, identify trends, and make informed decisions to support growth and retention.
Commitment to the YMCA’s mission and core values, with a passion for strengthening community.

Nice To Haves

Experience leading multi-site or association-wide teams preferred.

Responsibilities

Strategic Membership Growth & Revenue Leadership Develop and lead an association-wide membership growth strategy focused on recruitment, engagement, and retention across all branches.
Establish clear membership goals, benchmarks, and performance indicators aligned with organizational financial and mission outcomes.
Partner with the senior leadership to align membership growth with overall association strategy, budget, and community impact goals.
Champion innovative approaches to membership models, pricing strategies, and access pathways that expand reach while honoring the Y’s mission.
Member Experience & Engagement Ensure a consistent, high-quality member experience across all locations, from first contact through long-term engagement.
Create and oversee systems that foster a welcoming, inclusive, and relationship-driven culture at every membership touchpoint.
Lead initiatives that strengthen member loyalty, sense of belonging, and program participation.
Serve as a Family Retention and Engagement Specialist, building strong relationships with families to encourage ongoing participation and connection to YMCA programs.
Identify opportunities to enhance the family experience and remove barriers to engagement.
Collaborate with membership, childcare, and program staff to support family pathways across the Y.
Utilize member feedback, data, and insights to continuously improve service delivery and engagement strategies.
Program Development & Coordination Plan, coordinate, and attend Family Fun Friday events, including programming, logistics, setup, breakdown, and on-site engagement.
Coordinate the Stay & Play program, including supervision, scheduling, and staffing.
Ensure all family programs are developmentally appropriate, inclusive, and aligned with YMCA standards and safety guidelines.
Leadership of Membership Teams Provide direct leadership, coaching, and accountability to branch membership coordinators and teams serving as the “face of the Y.”
Establish training, onboarding, and professional development systems that build confident, high-performing membership staff across the association.
Promote leadership behaviors that reflect YMCA Cause-Driven Leadership competencies, including collaboration, communication, and community-building.
Build a pipeline of membership talent capable of advancing into broader YMCA leadership roles.
Training, Standards & Systems Design and implement association-wide membership training programs, tools, and playbooks to ensure consistency and excellence across branches.
Set and monitor operational standards related to membership sales, onboarding, engagement, and retention.
Partner with operations, finance, marketing, and program teams to ensure seamless integration of membership systems and practices.
Leverage technology and data to track performance, identify trends, and inform decision-making.
Community Presence & Brand Alignment Serve as an ambassador for the YMCA’s mission, values, and brand through member interactions and community engagement.
Collaborate with marketing and communications teams to align membership messaging with the YMCA’s brand promise and community impact.
Represent the association in community partnerships, events, and initiatives that support membership growth and visibility.
Provide regular reports to senior leadership on membership progress, key metrics, and opportunities for improvement.
Annual Campaign Support Lead and champion the YMCA’s Annual Campaign by fostering a culture of philanthropy that advances the Y’s mission of strengthening community through youth development, healthy living, and social responsibility.
Equip, coach, and support staff and volunteer leaders to effectively engage members, tell the Y story, and inspire giving that ensures access for all.
Collaborate across departments to integrate Annual Campaign messaging into the member experience, highlighting the impact of charitable support on individuals and families.
Build and steward relationships with donors and community partners, ensuring meaningful engagement, recognition, and long-term investment in the YMCA’s cause.