Job Purpose:
The Membership Director, Asia is responsible for overseeing the development, acquisition, and retention of Soho House members across Asia, including Soho House Hong Kong, Soho House Mumbai, Soho House Bangkok and Soho House Tokyo. This role drives membership growth, leads and manages the membership team, ensures a high standard of member experience, and significantly contributes to the overall success of the business in Asia. The Director will work very closely with regional and global teams to meet quarterly membership targets, build and nurture a vibrant member community across the region, and ensure the membership experience reflects Soho House's unique creative spirit. They will have strong communication and leadership skills, and proven ability to work across multiple regions and cultures.
Main Responsibilities
Membership Recruitment & Retention
- Deliver the full membership budget each year, in line with weekly revenue targets and delivering on the full quarterly and annual target for both new application approvals and member retention.
- Make strategic decisions and adjustments throughout the year to help achieve this if certain Houses fall short or can exceed.
- Drive regional membership growth by leveraging extensive personal networks within the creative industries.
- Work with the Heads of Membership to create and deliver extensive membership strategies for each House that are put into play and monitored throughout the year, that have two main components around Acquisition and Retention.
- Manage and lead the membership teams closely, ensuring clear plans, communication and collaboration with House and Regional level leadership
- Ensure member outreach and approvals/member demographic at the Houses represents our member diversity metrics for each House, looking to focus on those demographics which are disproportionately underrepresented.
- Partner with the Member Events team in each House to ensure engaging event programming that can either generate new applications (acquisition) or make members value their membership (retention).
- Take a strategic and strongly managed approach to strengthen Membership Committees, enhancing the productivity and profile of all members.
- Collect, analyse, and act on retention metrics, alongside member survey data, to continuously improve member satisfaction and identify growth opportunities.
- Work with the Member Success Team to drive retention programmes across the region, local to each House and that specifically target members at highest risk of leaving.
- Work closely with the Cities Without Houses team across Asia to ensure aligned membership and event strategies, supporting common goals and maximising key moments across the region.
Team Leadership & Management
- In close partnership with House level General Managers, lead all membership teams in the Houses. Provide and manage clear roles and responsibilities for each individual in the team.
- Recruit, lead, and inspire a high-performing membership team across Asia that represents our membership profile.
- Set performance goals and provide mentorship to ensure the team excels in delivering targets, high quality members and an exceptional membership experience. Provide regular feedback and direction to team members.
- Foster a collaborative, inclusive, and results-driven team culture
Committee Development & Oversight
- Build, grow, and manage Membership Committees, ensuring they are balanced in terms of age, ethnicity, gender, industry, and experience. Base this on the House Identity Plans and existing data we have on member demographic.
- Motivate and engage committee members to actively participate in the membership process, ensuring all Committees across Asia propose 40% of House approvals.
- Use tracking metrics to regularly review the composition and effectiveness of Committees to maintain high performance, removing/changing members where needed and adopting new approaches to deliver new members.
Membership Quality Control
- Oversee the membership application process to ensure all approved members meet Soho House’s standards of quality and creativity.
- Maintain a consistent and high calibre of membership across the region, reinforcing the brand’s reputation.
Member Introductions & Administration
- Ensure all administrative processes for membership applications and renewals are handled efficiently and accurately.
- Work with the local teams to ensure all new members across the region receive an Introduction. In some places host member introduction sessions to set the standard and guide the teams, providing new members with a comprehensive orientation to the Soho House experience.
- Collaborate with internal teams to ensure a seamless member journey from application to onboarding.
- Work cross functionally to deliver engagement strategies for new members in their first year to improve Y1 retention figures.
Local Networking & Outreach
- Actively engage in networking and outreach within the creative industries to build relationships with influential local figures, creatives, and opinion leaders.
- Enhance brand awareness through strategic local partnerships and community engagement.
- Serve as a key ambassador for Soho House, fostering goodwill and strengthening the regional membership base.
Member Conduct & Behaviour Management
- Lead efforts to address member behaviour issues in your region, working closely with the team to handle sensitive conversations.
- Document and follow up on any behavioural or conduct-related concerns promptly and professionally.
- Ensure all member-related issues, including conduct and behaviour, are managed consistently and in line with Soho House policies working with the MBC (Membership Behaviour Committee)/Legal/P&D teams.
New House Openings
- Partner with global teams including the CWH and Member Events teams to ensure the smooth and successful launch of all new Houses.
- Oversee membership recruitment and local engagement strategies for new openings, ensuring the right community is built from the start.
House Presence & Member Engagement
- Spend time in all the Houses, throughout the day including weekends and evenings to be a visible and approachable presence within the Houses, ensuring an engaging, welcoming, and vibrant environment for all members.
- Travel across Asia, between Houses, on a regular basis to provide leadership and guidance to the local team, meet Committee, host events and engage the wider creative community.
- Be present to help host the Houses and support teams with membership management during different “glow moments” as well as large events.
- Support House teams by providing feedback and guidance to enhance the member experience across all locations in the region.
Cross-functional Collaboration
- Work closely with cross-functional teams including operations, design, content, creative, digital, events, partnerships, and people & development to achieve membership objectives.
- Ensure alignment of membership strategies with broader business goals, contributing to the overall success of Soho House in Asia.
Local Partnerships
- Work with the global partnerships team to find, engage and deliver relevant local partnerships in each House that support member engagement and value.
Experience Required:
- Strong leadership skills with a proven track record of managing high-performing teams (inc remote and different markets) and large budgets with over 10 years experience.
- Extensive network and experience in creative industries.
- A minimum of 5 years experience managing teams in different markets within Asia, including a strong knowledge of consumer behaviour, cultural insights, and ability to translate into revenue growth.
- Demonstrated expertise in driving and retaining membership and/or sales into a similar business.
- Exceptional communication and interpersonal skills, with the ability to engage and inspire others, with extensive experience building and leading presentations.
- Experience engaging and presenting to C level/senior leadership beneficial.
- Data-driven approach to membership management, with the ability to interpret and act on key metrics.
- Passion for creativity, community building, and hospitality.
Why work with us...
Soho House offers competitive compensation packages that feature global benefits and perks. Whether you’re seeking entry-level employment or a new opportunity to expand your profession, we offer training to develop the technical and managerial skills necessary to enhance your career.
- Career Development: Soho House can progress your career domestically or internationally as well as managerially or technically
- Soho Impact: Empowering the Soho House Community to make positive change, through mentoring, apprenticeship, local outreach and sustainability
- Learning & Development: An extensive range of internally and externally run courses are available for all employees.
- Cookhouse & House Tonic: Celebrating our passion for food and drink. Check out our monthly calendars and get involved in trips, training's and events. Available to all.
- Team Events: From fitness sessions to cinema screenings and art classes, each month we hold a series of fun events which you can sign up to.
- Team Meal: Whilst on duty in our Houses & Restaurants you will be provided with a substantial meal free of charge.
