Overall member acquisition & retention at Cardinia Life is the primary objective of the Membership Captain.   Acquisition will be done through a proactive prospect management system, where lead generation is maximised by having multiple and innovative data capture strategies running simultaneously.   

Retention will be done through segmented communications, relevant messaging and intervention where non-renewal appears likely, along with high level of service, particularly to new members through the “nurture program” and members most at risk of non-renewal. 

KEY RESPONSIBILITIES: 

1. Member Acquisition  

• Manage and drive Membership acquisition. 

• Oversee the management of all prospect data ensuring proactive and structured follow up. 

• Work with Head of Customer Experience to implement a best practice prospect management system. 

• Undertake outbound telemarketing to prospects. 

• Actively pursue new membership sales opportunities. 

• Work with Head of Customer Experience on the annual acquisition plan and be responsible for execution. 

• Oversee and manage membership referral campaigns. 

2. Data Management & Follow Up 

• Ensure that details of all prospects are placed into the system and follow up communication made. 

• Follow up any sampling programs with the most attractive membership offer. 

• Actively gather data through numerous channels to build the prospect database. 

• Responsibility for management and follow-up of outstanding accounts. 

3. Member Retention  

• Identification of the most vulnerable member segments. 

• Development of reporting tools that allow these members to be identified in advance and appropriate action taken. 

• Implementation of strategies to increase the retention of vulnerable member segments. 

• Monitoring of attendance with a view to intervention for “at-risk” members. 

• Personal follow up of non-renewals. 

• Personal follow-up of membership questions or complaints where non-renewal may be likely. 

• Engage with lapsed members with a view to converting them back to membership.

4. Nurture Program 

• Responsibility for management of the nurture program which will be focused on new members. 

• Implementation of a “Member Induction” program that seeks to engage members as soon as they join. 

• Ongoing personal communication with first year and at-risk members. 

• Take tours as requested by customers. 

5. Digital Platform Management 

• Manage all customer facing digital platforms within Cardinia, including social, website, email and digital display.  

• Develop and publish regular content across digital platforms, implementing a clear content plan focusing on customer acquisition and retention as well as industry positioning.  

• Engage Richmond Football Club digital specialist support and advice to ensure our service is leading the way in the industry. 

• Ensure security and integrity of all communications platforms are maintained at all times. 

6. Outstanding service delivery to all customers and stakeholders 

• Aligned Leisure will be renowned for delivering outstanding service and providing memorable experiences for our customers.  In your role, you will be relentless in identifying these opportunities and you will always ask yourself “How would I want a member of my family treated in this situation?” 

• All Aligned Leisure staff will understand and deliver on our customer charter and service promise.