Sr. Director of Membership

Location: Diamond Bar, California | Type: Full Time

About the Organization

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.

About the Role

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 role based at our Diamond Bar, CA Headquarters.

Responsibilities

• Develop and execute membership growth strategies, setting and tracking growth targets aligned with the Association's goals.
• Conduct industry and market analysis to identify growth opportunities and adapt membership strategies using data-driven insights.
• Drive acquisition programs to recruit new members and provide onboarding during the first 90 days.
• Enhance member engagement and experience by designing initiatives that meet service standards and satisfaction metrics.
• Build and maintain key relationships within the industry to stay informed on trends and collaborate on membership growth efforts.
• Oversee digital marketing and social media strategies for member acquisition and retention, using data to evaluate and adjust efforts.
• Collaborate across departments to align on membership goals and support cross-functional projects.
• Manage the membership development budget and track key performance indicators, reporting progress to leadership.
• Represent the Association at industry events to promote membership and engage prospective members.
• Establish and maintain contracts with vendors and partners to ensure valuable membership offerings.
• Lead, coach, and develop membership personnel, setting performance goals and accountability measures.
• Continuously evaluate and enhance the membership value proposition through research, member feedback, and industry trends.
• Own membership revenue performance, including new member acquisition, renewals, dues revenue growth, and related program revenue.
• Develop forecasting models and accountability measures to achieve annual revenue objectives.
• Create and execute retention strategies to maximize member renewal rates and reduce churn.
• Analyze renewal trends, identify at-risk segments, and implement proactive engagement initiatives.
• Oversee the strategy and evolution of the SEMA Member Portal as the primary platform for member engagement and benefit delivery.
• Manage the portfolio of member benefit partners that provide business solutions to the industry.

Requirements

• 7+ years in a membership development or business growth role, ideally within an association or membership-based organization.
• Four-year college degree preferred, in business, marketing, or a related field.
• Proficiency in Microsoft Office, CRM systems, association management software, and digital marketing platforms.
• Strong communication, strategic thinking, analytical, and organizational skills.
• Estimated 20% travel required for industry events and association activities.

Pay

$100,000 - $120,000 per year