Sr. Director of Membership

Organization Overview

The Specialty Equipment Market Association (SEMA) and Performance Racing Industry (PRI) together represent the heart of the automotive aftermarket and motorsports industries. United by a passion for cars, trucks, SUVs, and racing of every kind, these organizations support a vibrant global marketplace that spans performance parts, advanced racing technologies, restoration, restyling, and the full spectrum of specialty automotive innovation.

Posted: 10-Jul-26

Location: Diamond Bar, California

Type: Full Time

Salary: $100,000 - $120,000

Sales & Customer Service

The Specialty Equipment Market Association (SEMA) and Performance Racing Industry (PRI) together represent the heart of the automotive aftermarket and motorsports industries. United by a passion for cars, trucks, SUVs, and racing of every kind, these organizations support a vibrant global marketplace that spans performance parts, advanced racing technologies, restoration, restyling, and the full spectrum of specialty automotive innovation.

SEMA is a dynamic, business-minded nonprofit trade association made up of manufacturers, distributors, retailers, builders, publishers, race teams, and more—an industry ecosystem powering a nearly $53-billion-a-year retail market. Through industry-leading programs, advocacy, research, and world-class events—including the annual SEMA Show, one of the largest automotive trade shows in the world—SEMA helps its members grow, innovate, and succeed.

PRI extends this influence into the global racing marketplace. Since 1986, PRI has been the premier source of business intelligence, cutting-edge technology insights, and community connection for racing professionals. The annual PRI Trade Show in Indianapolis brings together over 1,000 exhibiting companies and thousands of racing stakeholders across every major discipline, supported by PRI’s industry-leading advocacy, media platforms, education programs, and year-round engagement.

Together, SEMA and PRI fuel the success of thousands of businesses, connect industry professionals worldwide, and preserve and grow the future of automotive performance and racing.

Responsible for maximizing growth in membership and retention by developing and executing strategic initiatives. This role uses industry insights and data analysis to expand market share and enhance the value of Association membership.

• This position is an in-office position in our Diamond Bar, CA Headquarters

• Create and implement strategies to increase membership and engagement, setting and tracking growth targets aligned with the Association's goals.

• Analyze industry trends and competitor offerings to identify growth opportunities and adapt membership strategies.
• Use data-driven insights to shape programs and value-added offerings.

• Develop and manage programs to recruit new members and provide first 90 days of boarding.

• Design and implement initiatives to improve the membership experience, ensuring that service standards meet member expectations, and that satisfaction metrics are met.

• Foster relationships within the industry to stay informed on trends and collaborate with partners on membership growth efforts.
• Act as a key point of contact for external stakeholders.

• Oversee digital marketing and social media strategies for member acquisition and retention, using data to evaluate and adjust efforts for maximum impact.

• Work with internal teams to align on membership goals, supporting cross-functional projects and contributing to strategic planning.

• Oversee the membership development budget and track key performance indicators.
• Report progress to leadership and adjust strategies based on results.

• Represent the Association at industry events to promote membership and engage prospective members.