Senior Director Membership and Marketing

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Job description

The Harvard Club of Boston is seeking a dynamic professional with experience in both marketing and sales to serve as the Senior Director of Membership and Marketing. This role offers the opportunity to lead an established team of membership and marketing professionals and create a contemporary new approach to building and retaining membership for one of the Top Ten Private Clubs in America by Platinum Clubs of America.

The right candidate will work collaboratively with the Club's leadership team and Board of Governors to establish key goals for membership, launch a strategy to expand awareness of the Harvard Club's position as the region's top membership club and reinforce its brand position, and improve member retention and referrals. In this hands-on role with diverse job responsibilities, the chosen candidate will refresh the messaging and positioning for the Club, oversee ongoing communications (print, digital and social), provide strategic recommendations on a strong slate of educational, networking and social programs; and shape a forward-looking and strategic member relations program.

This position offers outstanding opportunities for professional growth and strategic leadership, as well as relationship building with the Club's volunteer (Board leadership), Harvard University officials and other partners.

Harvard Club of Boston is a place that celebrates all who gather to experience the diverse company of educated people. We believe we are strengthened by the richness shared individually and collectively through inclusion, connectivity, and engagement throughout Harvard, our affiliated schools, and neighboring communities. As one of the Top Ten Private Clubs in America by Platinum Clubs of America and one of the Top 100 Clubs in the World by Platinum Clubs of the World, we are honored to provide a member experience that is valued and respected by our members, guests, and greater Harvard community.

See below for a detailed list of job responsibilities:

• Department leadership
• Oversee a department of talented and committed staff
• Set direction for team and assure coordination/collaboration
• Messaging and positioning
• Develop and disseminate a strong Harvard Club brand in an evolving Club market
• Assure that the Harvard Club value proposition is evident in all communications, member engagement and Harvard Club activities
• Participate in all aspects of Harvard Club operations (facilities, food/beverage, budget/finance) to assure that operations are consistent with membership positioning
• Strategic communications/marketing:
• Develops creative strategies and Harvard Club priorities for public relations, marketing, advertising, promotional activities and campaigns designed to build brand awareness among potential members and referral sources
• Develop direct marketing campaigns designed to recruit new members
• Referral campaigns (current members as target)
• Current member communications
• Membership
• Architects a strategy for member engagement and relationship building
• Foster a club experience that creates community, connections and engagement between/among members
• Assures quality of member experience
• Oversees membership staff and provides strategic counsel on building/enhancing member experience
• Develop sales/membership goals (for recruiting, retention, referrals)
• Partners with other Harvard Club departments (F&B, Facilities, Athletics, etc.) to conduct initiatives to support outstanding member experience
• Identify strategies that attract a more diverse audience to the Harvard Club
• Recruiting and Retention
• Develop membership goals (recruiting and retention); collaborate with Membership and Marketing Committee Chairperson to achieve goals for community growth and retention
• Strategy for engaging current members, expanding networking opportunities
• Marketing
• Develop an overarching content strategy, including goals, priority messaging and communications vehicles
• Oversee communications team in all content development and distribution, including: website, print materials, text messaging, social media
• Editor for high priority content (Bulletin, Club-wide communications from GM and President)
• Consider new opportunities for direct marketing, advertising and other paid communications campaigns
• Assure that content reflects Harvard Club priorities for Diversity, Equity and Inclusion
• Programming
• Oversee robust programming efforts, with a focus on extending the value proposition (connection to Harvard University, networking/relationship building)
• Continue to evolve programming in a post-Covid environment (role/evolution of digital programs, hybrid activities, etc.)
• Department liaison to the Board of Governors
• Responsible for upholding our brand and delivering a meaningful member experience
• Leads Membership and Marketing Committee alongside Membership and Marketing Chairperson
• Manages key stakeholder relationships

Qualifications:

• 10-12 years experience in marketing/communications
• History of executing successful marketing campaigns that meet specific sales/growth goals
• Knowledge of a diverse array of content channels and communications tools and how to use them to engage members and advance brand positioning
• Background in membership organizations; private club experience particularly helpful
• Experience in customer service/membership engagement, with a focus on successful initiatives to improve member satisfaction
• Ability to provide strategic direction and oversight to a small, talented team with direct responsibility for content, events, and member engagement
• Skilled at data analytics, including creating programs for collecting, assessing and sharing data for business planning
• Understanding of Harvard University culture, community and alumni networks