Senior 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.

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.

• 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).

• 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.

• 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.
• Confidentiality is a must
• This position is designated as "hybrid/flex" and will require on-site work while allowing for some remote work. Any such position must meet the current USTA hybrid/flex requirements as updated from time to time. Please consult HR for the most current policy.

What We Offer

At the USTA, we know people are our most important asset. For this reason, we offer a comprehensive benefits package designed to meet the needs of a diverse workforce!

• Flexibility: Our Hybrid with Flexibility approach combines a balance of remote working with in-office collaboration to spark teamwork and creativity.
• Comprehensive benefits designed to meet your unique needs: Medical, dental, vision, access to doctors virtually, a flexible spending account to manage your health and dependent care expenses, and life and disability insurance are a small part of our offerings.
• Time to recharge and energize: Generous paid time off policy - including vacation, sick, personal, and paid holidays, parental leave, and a paid winter recess.
• Plan for your future financially and professionally: 401(k) with employer matching (up to 3%), promotional and growth opportunities, Learning and Development programs to learn on the job, and up to $5,000 for tuition reimbursement, per academic year.
• Mental and emotional wellness: Resources for overall well-being including mental health and meditation benefits.
• Other cool perks: A personalized health management program, pet insurance, commuter benefits, identity theft protection, discounts with our network of partners, and fun events are just a few of the optional benefits available.

The expected range for the base salary for this position is $150,000-185,000, plus a potential ICP bonus.

This range does not include any additional pay or benefits for which a person may qualify. The actual base salary offered is determined by several variables, including, as appropriate, the applicant's qualifications for the position, the years of relevant experience, their unique skills, and the location from which they will be performing the job.

Come One, Come All

We strongly encourage you to apply if you're interested; we'd love to learn how you can "serve" our team with your unique experience!

USTA is dedicated to providing equal employment opportunities for all individuals, regardless of age, disability, national origin, race, color, religion, sex, sexual orientation, gender, gender identity, or expression, pregnancy, veteran status, marital status, family status, alienage or citizenship status, creed, genetic information, or any other status protected by applicable federal, state, or local law.