Sr. Director, Member Acquisition & Retention

Who We Are

We are Tennis! The USTA (United States Tennis Association) is the national governing body for the sport of tennis and the leader in promoting and developing the sport’s growth on every level in the United States, from local communities to the crown jewel of the professional game, the US Open.

Why Work for the USTA? 

We are a passionate team of staff and volunteers focused on growing the sport of tennis and making it accessible to all. We are committed to removing barriers and creating opportunities for ALL to participate. Don’t know tennis? Don't worry, you can still find yourself in the game!

The Role

Responsible for growing and maintaining a strong USTA Coaching membership base by developing and executing strategic acquisition campaigns, engagement initiatives, and retention programs. This role will oversee efforts to recruit coaches across all levels—professional, independent, grassroots, and volunteer—while ensuring long-term value for members through innovative benefits, digital tools, and community-building efforts.

 

Membership Growth & Acquisition Strategy

• Develop and execute a comprehensive acquisition strategy to increase USTA Coaching membership across all coaching levels.
• In collaboration with marketing, identify and implement multi-channel marketing campaigns (digital, email, social, events, direct outreach) to attract new coach members.
• Partner with the facility engagement and outreach teams to drive membership enrollment through tennis facilities, schools, and grassroots programs.
• Leverage partnerships, influencers, and affiliates to amplify membership recruitment efforts.
• Optimize the membership sign-up process, reducing friction and improving conversion rates.
• Define and track key performance indicators (KPIs) related to new member acquisition.

Member Engagement & Retention Strategy

• Develop and refine coach membership benefits, ensuring they provide tangible value to all coach segments.
• Work with the data & analytics team to track member engagement, identify trends, and adjust retention strategies accordingly.
• In collaboration with USTA digital department, enhance the USTA Coaching digital experience, optimizing the website, member portal, and Learning Management System (LMS) to increase engagement and satisfaction.
• Develop personalized engagement plans based on member lifecycle stages, ensuring members receive relevant benefits, education, and career development opportunities.
• Oversee and improve loyalty and renewal programs, ensuring high membership retention rates.
• Lead efforts to increase member satisfaction, measured through surveys, feedback, and Net Promoter Scores (NPS).

Data-Driven Decision Making & Analytics

• Partner with the data & analytics team to analyze membership growth, engagement patterns, and benefit utilization.

• Identify and act on insights regarding why coaches join, engage, and leave the membership program.

• Provide regular reporting on acquisition, engagement, and retention metrics to senior leadership, making recommendations for continuous improvement.

Cross-Functional Leadership & Collaboration

• Work closely with the marketing, digital, education, and outreach teams to ensure a seamless member journey from acquisition to retention.
• Partner with the event team to develop in-person and virtual experiences that deepen member engagement.
• Collaborate with the coaching education team to ensure education offerings align with coach needs and drive retention.

Who You Are

 

• 10+ years of experience in membership management, marketing, customer engagement, or program development within a sports, education, or association-based organization.
• Proven track record of driving membership growth and retention, with experience in subscription-based or community-driven organizations.
• Strong understanding of data analytics and CRM tools to track engagement and optimize member experiences.
• Experience in customer lifecycle management, including acquisition, engagement, retention, and win-back strategies.
• Ability to develop compelling membership benefits and engagement programs tailored to different segments of the coaching community.
• Excellent communication, leadership, and project management skills, with a strategic mindset and ability to execute.
• Passion for sports, coaching, and community-building, with an understanding of the tennis coaching ecosystem preferred.