Director, Belonging

YMCA OF METROPOLITAN LOS ANGELESThe LA Y is the Center for Community Well-Being in Los Angeles, committed to building stronger communities by providing equitable programs and services to empower all. We are focused on fighting food insecurity, providing equity in education, making sure every child has the opportunity to experience the joy of sports, ensuring kids and teens have a safe place to grow, learn and live a healthy lifestyle.

The LA Y’s health and wellness initiatives offer medical and mental health resources to ensure everyone has access to basic health needs. Our mission is to provide services and resources that contribute to the well-being of our community. The LA Y operates 29 Centers and over 200 program sites across LA County.

POSITION SUMMARY The Membership and Belonging Director is responsible for leading and scaling membership growth, engagement, and retention at the center. This role serves as the primary leader of the membership function, driving a high-performing sales and service culture that delivers measurable results and a strong member experience.

The Director owns membership performance, including lead generation, pipeline management, conversion, onboarding, and retention. This role leads and develops the membership team, establishes clear expectations, and ensures consistent execution of membership strategies that support overall center goals.

Working in partnership with center leadership, the Director also ensures members are connected to programs, services, and experiences that deepen engagement, increase participation, and strengthen long-term retention.

ESSENTIAL FUNCTIONS Membership Growth and Sales Leadership Own and drive membership sales performance, including new member acquisition, revenue growth, and conversion outcomes

Develop and execute strategies to grow membership through tours, outreach, referrals, and lead generation efforts

Oversee and ensure consistent execution of the membership sales process across the team Monitor daily and weekly sales activity including tours, appointments, follow-up, and closes

Analyze performance data to identify opportunities and adjust strategies to improve results

Lead & Pipeline Management Own the full membership pipeline from initial inquiry through conversion and onboarding

Ensure all prospective member interactions (walk-ins, digital inquiries, referrals, outreach) are captured and actively managed

Establish clear expectations for lead response time, follow-up cadence, and conversion standards

Monitor pipeline health including lead volume, stage progression, and conversion rates

Implement routines for daily and weekly pipeline review and performance tracking

Membership Engagement and Retention Develop and implement strategies to increase member engagement and long-term retention

Monitor member participation and identify at-risk members based on usage and engagement trends

Ensure proactive outreach and re-engagement efforts are executed to reduce cancellations

Oversee onboarding processes that connect new members to programs, services, and staff

Drive participation in programs and services to strengthen member connection and retention

Support engagement strategies for healthcare-based members to increase utilization and sustain participation

Staff Leadership and Development Recruit, hire, train, and develop Membership Managers, Coordinators, and front-line staff

Establish clear expectations for sales performance, follow-up, and member engagement

Provide ongoing coaching, feedback, and performance management

Hold team members accountable to activity, conversion, and service standards

Foster a culture of accountability, teamwork, and member-centered service

Operations and Member Experience Ensure a welcoming, inclusive, and high-quality member experience throughout the center

Oversee accurate processing of memberships, program enrollments, and transactions

Maintain operational standards related to member services, safety, and compliance

Support the execution of promotions, campaigns, and center initiatives

Community Engagement and Partnerships Build relationships with local businesses, organizations, and community partners to support membership growth

Represent the YMCA at community events and outreach opportunities

Develop strategies to increase awareness and engagement within the community

Key Performance Indicators (KPIs)
Membership sales and revenue growth

Tour-to-membership conversion rate

Lead pipeline health and follow-up performance

Membership retention rate Member…