Membership Lead

About The Role

This is a fantastic opportunity for a strategic and commercially-minded leader to take our established membership programme to the next level. As the Head of Membership, you will be responsible for driving the strategy to supercharge its growth, enhance its value, and embed it into the heart of our customer experience.

You will be the ultimate champion for our members, tasked with evolving our best-in-class proposition to deliver exceptional value, drive engagement, and significantly increase customer lifetime value. This is a highly cross-functional role, requiring you to work with teams across the business - from Marketing and Tech to Commercial and Customer Service - to deliver on your strategic vision.
Our people are our superpower, and we’re unstoppable when we’re together! We want your ideas to flow, and what better way to make that happen than being based onsite, 5 days a week, where our culture fuels creativity, collaboration and growth. If a £1 bet in the pub between two friends can become the UKs most trusted electrical retailer, imagine what else can be achieved when we’re together!

Here's What You Can Expect To Be Doing

1. Strategy & Vision:

• Evolve and own the overarching strategy and 3-year roadmap for the AO membership programme to drive growth and profitability.
• Continuously refine and optimise the membership value proposition, including tiers, benefits, and rewards, ensuring it remains compelling and competitive.
• Conduct in-depth market research, member analysis, and competitor reviews to identify new opportunities for innovation and improvement.
• Develop compelling business cases for investment and new initiatives, forecasting and tracking their impact on key business metrics like retention, purchase frequency, and customer lifetime value.

2. Delivery & Execution:

• Lead the end-to-end delivery of the membership roadmap, working with Product, UX, and Tech teams to develop and improve the required digital experience and functionality.
• Collaborate with the Marketing and CRM teams to create and execute a multi-channel strategy for member acquisition, retention, and engagement.
• Work closely with the Commercial and Trading teams to secure and promote exclusive member-only offers, products, and benefits.
• Partner with the Data & Analytics team to enhance our KPIs, build performance dashboards, and generate actionable insights to drive continuous improvement.

3. Leadership & Stakeholder Management:

• Act as the primary advocate for the membership programme within the business, effectively communicating the vision, progress, and results to senior leadership and the wider company.
• Influence and align stakeholders at all levels to ensure the successful delivery of the membership roadmap and its integration into the broader customer journey.
• Foster a "member-first" mindset across the organisation, ensuring all teams understand the value and importance of the programme.
• Provide strong leadership and direction, potentially growing a dedicated team to manage and scale the programme.

A Few Things About You

• Significant experience in a senior role focused on loyalty, membership, or subscription programmes (e.g., Head of Loyalty, Senior Membership Manager, Head of CRM & Loyalty).
• A demonstrable track record of scaling and optimising an existing membership programme, driving significant growth in member acquisition, engagement, and retention.
• Strong commercial acumen with experience forecasting, building business cases, and reporting on the financial impact of membership initiatives (e.g., ROI, incremental revenue, customer lifetime value).
• A deeply data-driven mindset; comfortable defining KPIs, analysing complex data sets, and translating insights into actionable strategies.
• Exceptional stakeholder management and influencing skills, with the ability to lead and inspire cross-functional teams to deliver on a shared vision.
• A customer-obsessed attitude, with a passion for understanding customer needs and creating exceptional value propositions.
• Excellent communication and presentation skills, with the ability to articulate complex ideas clearly to a senior audience.

A Bit About Us

When it comes to appliances and electricals, we’ve got the lot. Washing machines? Yep. TVs? Check. Laptops? Absolutely. Everything except doorbells (just kidding, we’ve got those too).

We’re known for helping our customers brilliantly - and it’s no different for AOers. We care about more than what’s on your CV, because together we can do extraordinary things.

Our Benefits

Our benefits are designed to cover the moments that matter. From health and wellness to giving back - you’ll be rewarded inside and outside of work.

• Holidays; 25 days, plus bank holidays (increasing to 27 days after 2 years with us!)
• Flexible benefits; Including 9% employer pension contribution, car allowance and private healthcare
• Opportunity to participate in the AO incentive programme
• Be a VIP at the AO Arena; we have loads of opportunities to win free tickets and pre-sale access!
• Health & wellbeing; discounted gym membership, an onsite spa and our Help @ Hand scheme giving you access to virtual GP’s, Mental Health support and much more.
• Discounts; exclusive discounts across our product range.
• Family leave; Enhanced Maternity, Paternity and Adoption leave.
• Making a difference; 2 fully paid days a year to donate your time to any charity of your choice.
• On site perks; start your day with free on site parking, grabbing a complimentary breakfast and a coffee at our subsidised Starbucks!

To see all our benefits and perks, visit our AO Benefits page.