Head of Membership & Loyalty in East Grinstead

About the Club

With an outstanding mix of heritage (formed in 1907) and leading edge products and services in the leisure sector, the Caravan and Motorhome Club is the largest touring club in Europe. The club is a membership organisation with a focused commercial ethos that reinvests all surplus for the benefit of the Club and its members. It employs approximately 1,300 staff and had a 2025 revenue of £140 million, with surplus reinvested into the organisation. Income is dominated by site income, insurance and mutual cover, travel services and membership income. With a focus on quality and experience as a differentiator in a competitive leisure sector, the Club provides a dynamic range of services to its 1 million members, including 150 UK Club campsites, 30 affiliated campsites, 2,000 certified locations, 350 overseas campsites, worldwide holiday experiences, insurance and financial products, and technical advice. Its strategy focuses on developing the membership product, expanding into new markets, providing compelling locations and engaging experiences, progressing the Club’s sustainability agenda, and building a great place for employees.

Club’s Brand Values

• Inspire – inspiring more people to enjoy the great outdoors.
• Simplify – making the experience as easy and seamless as possible.
• Pioneer – at heart, being explorers forever looking to learn, discover and innovate.
• Inclusivity – remaining a diverse community of adventurers, with a shared passion for the outdoors.

Internal Values – WOW’s (Ways of Working)

• We Value Everyone and Support Each Other – communicating openly and honestly, appreciating diverse perspectives and actively supporting each other to succeed.
• We Take Pride in our Work Together – working together to deliver our best, taking ownership of our work, creating a positive atmosphere where we can collaborate and thrive.
• We Learn, Grow and Explore – continuously learning from successes and failures, exploring new opportunities to overcome challenges and achieve more.

Purpose Of Job

Reporting to the Director of Product and Commercial, the Head of Membership and Loyalty acts as the singular Product Owner and commercial architect for the Club’s core membership and loyalty propositions. The role’s primary objective is to develop and execute a strategic plan to adapt the current membership product and all associated customer interactions, facilitating growth of the membership base from 365,000 to 500,000 households by 2031. You will be the membership budget holder, responsible for membership volumes, revenue and LTV, and will modernise the membership offering to transform how the Club acquires, segments, and retains its members. You will define the membership tiers, pricing, rules and benefits ecosystem, collaborating deeply with Marketing, Commercial, IT and Operations to ensure products are marketable, operationally seamless and financially optimised. You will enhance all customer experiences, journeys and touch‑points (offline/online), build solutions enabling aggressive direct and third‑party acquisition, and curate a high‑value loyalty ecosystem including member rewards that drive exceptional retention and lifetime value.

Key Tasks/Accountabilities

• Product Ownership, Strategy, Tiering & Proposition Development - Own the product roadmap and lifecycle; restructure the existing framework to appeal to a broader, segmented audience. Define pricing, value proposition and flexible concepts such as introductory passes or segment‑specific memberships. Own the membership budget (~£21 m) and set acquisition/retention targets by segment and channel. Design third‑party partnership packages and identify new acquisition channels. Ensure compliance with regulatory requirements (Digital Markets Bill, GDPR, etc.).
• Audiences & Member Satisfaction - Own relationships with members, guests and prospects across all brands, removing pain points and optimising conversion. Act as custodian for member satisfaction across Club products and services, including campsites, financial services and member offers.
• Loyalty Ecosystem & Benefit Curation - Develop and finalise a loyalty structure that combats churn and rewards higher‑value members. Collaborate with Commercial Analysts to optimise cross‑product purchase behaviour and lifetime member value.
• Cross‑Functional Collaboration & Optimisation - Monitor commercial performance, analyse cohort data, utilisation and churn metrics, iterating the product offering. Direct commercial analysis and market research to derive actionable insights. Partner with Marketing and Acquisition to provide clear product definitions, audience profiles and promotional levers. Collaborate with Site Operations and IT to ensure deliverability, including CRM, booking platforms and staff frameworks. Support development of compelling product and service propositions aligned with club values.

Essential Skills and Experience Required

• Strategic Product Management – proven experience as Product Owner or Proposition Manager for large‑scale subscription or membership business.
• Commercial & Financial Acumen – strong capability in financial modelling, pricing strategy and commercial viability assessment.
• Deep Understanding of Segmentation – experience structuring complex offerings for distinct demographics.
• Cross‑Functional Leadership – exceptional stakeholder management with Marketing, IT and Operations.
• Data‑Driven Decision‑Making – highly analytical with ability to interpret LTV and churn metrics to refine roadmap.
• Research & Insights – familiarity with modern research methods to assess member satisfaction and new opportunities.
• Management, Leadership & Teamworking – experienced manager capable of drawing out the best from others.

Additional Skills

• Excellent oral, written and presentation skills.
• Strong intellectual integrity – critical thinking and problem solving required.
• Excellent organisational skills, high attention to detail and process‑driven.
• Confidence to respectfully challenge and be challenged in a fast‑paced team.
• Comfortable gathering, analysing and interpreting data and translating into actionable insights.
• Experienced with Microsoft Office/Google Suite/AI and data analysis applications.

The Caravan and Motorhome Club is committed to employing a diverse workforce. All applications are treated equally and we recruit purely on the basis of skills and experience. We celebrate differences and strive to create an environment where colleagues feel respected and valued for their unique potential.