Real member engagement isn’t always about doing more – it’s about having the right people in place. From data specialists and community builders to member experience leads and digital comms pros, which roles are key in 2025?
Keeping members engaged used to be fairly straightforward - well-timed newsletter, a packed events calendar, and a friendly voice on the phone often did the job. But in 2025, things look very different. Members expect more; more relevance, more connection, more of a reason to stay.
Membership organisations are under pressure to demonstrate value more meaningfully and more consistently. Yet according to the GrowthZone 2025 Annual Association Survey, 76% of associations still don’t have a written plan for increasing engagement. That’s a staggering figure - especially when “lack of engagement” is the number one reason members don’t renew!
To turn that around, it’s not just strategies that need a rethink, it’s the teams. The people behind the experience. Because let’s face it: all the CRM tools, events and benefits in the world won’t drive loyalty unless someone is making it feel human.
So, who’s doing that work in 2025? Let’s take a closer look.
We throw around the word “engagement” like it’s a single outcome - but what really matters in the end is connection. The kind that keeps members coming back not just for services, but for a sense of identity, progress, and belonging.
The 2024 Association Engagement Index from MCI found that member loyalty is highest where individuals feel empowered to contribute, not just consume. Yet this report also found that 53% of member time is still spent in passive consumption, like reading newsletters, watching webinars, or skimming content.
MCI’s Index proposes an “Engagement Loop” that maps out four types of engagement:
It’s a clear progression from passive participation to deep involvement, and most organisations aren’t doing enough to support that journey. In fact, only 22% of members say they feel encouraged to contribute, and just 15% say it’s easy to get involved.
The takeaway? Connection doesn’t happen by accident. It happens when someone is responsible for making it easier (and more meaningful) to take part.
Which begs the question: who in your organisation is actually responsible for helping members move from passive to involved?
Engagement doesn’t just sit with one team anymore, and it definitely doesn’t sit with one person. In 2025, the organisations building meaningful, long-term relationships with members are the ones investing in the roles that support every step of that journey.
Let’s look at the people doing that work, and the job titles they might hold.
Roles and titles include:
More common in the UK: Digital Systems Officer, Data Analyst, Data/CRM Manager, Head of Data/CRM
More common in North America: CRM Administrator, Membership Systems Coordinator, CRM Analyst, CRM Specialist, Data Analytics Manager, Head of CRM
These are the people turning data into decisions. No longer just record-keepers or tech support, CRM specialists are now central to how engagement strategies are shaped, tracked and refined. They can identify drop-off points, spot high-value member patterns, and feed insights back into everything from comms to renewals.
In one study, 25 percent of membership organisations reported that using a CRM boosted engagement. But according to ASAE, modern CRM systems can indeed automate onboarding and flag disengaged members - but only if someone’s actively interpreting the signals.
Roles and titles include:
More common in the UK: Community Engagement Specialist, Community Manager, Community Relations Manager, Community Outreach Coordinator, Events Manager, Head of Events
More common in North America: Community Associate, Community Engagement Specialist, Member Community Manager, Head of Community, Brand Community Manager, Events Manager, Head of Events, Conference Producer
These roles have evolved well beyond moderating forums or sending event invites. In 2025, they’re responsible for creating the spaces (physical and digital) where members genuinely connect. That could mean curating online platforms, coordinating interest-based networks, hosting informal roundtables, or designing inclusive in-person events.
When community building is done well, it delivers serious returns: better retention, deeper trust, and more willingness to contribute.
Roles and titles include:
More common in the UK: Social Media Specialist, Digital Marketer, Communications Manager, Digital Engagement Manager, UX Manager, Marketing Manager, Head of Digital
More common in North America: Social Media Manager, Digital Marketing Specialist, Member Communications Manager, Content Strategist, Director of Digital Experience
These roles make membership value visible and accessible. Content and comms specialists translate services into stories that resonate. Digital leads make sure members can actually find and use them.
Whether it’s a renewal email, a campaign landing page, or a homepage menu - every touchpoint counts! If it’s confusing or forgettable, members won’t stick around.
Roles and titles include:
More common in the UK: Member Services Officer, Member Engagement Manager, Head of Member Experience, Onboarding & Retention Lead
More common in North America: Member Success Manager, Director of Member Journey, VP of Member Experience, Member Support Lead
Member experience roles are all about joining the dots. These are the people tracking the full journey - from sign-up to renewal - and making sure every stage works for real members, not just in theory.
They’re often behind the scenes, but their work shows up everywhere: in better onboarding, fewer support complaints, clearer renewal pathways and stronger feedback loops. If something in the journey doesn’t make sense, they’re usually the ones who spot it.
And when it works; members feel known, not just processed.
Roles and titles include:
More common in the UK: Director of Membership, Head of Engagement, Director of Member Services, Chief Operating Officer, Managing Director
More common in North America: Chief Member Officer, VP of Member Engagement, Executive Director, Chief Experience Officer
Behind every high-performing engagement strategy is leadership that’s actually prioritising it. These are the roles responsible for setting direction, building culture, and backing member-focused teams with the time and tools they need to succeed.
They’re asking the big questions: What do our members really want? How do we make them feel seen? Where do we invest next?
In some organisations, engagement is still treated like an afterthought. In the best ones, it’s embedded - and that starts at the top.
Done right, member engagement is a cross-functional effort shaped by the right people, with the right focus, in the right roles. If you're rethinking your team structure, planning new hires, or just curious how your organisation stacks up, our 2025 Salary Guide is a good place to start. It’s the only guide of its kind created exclusively for the membership sector - with real insight into the roles, titles and salary bands shaping organisations like yours this year.