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 with superb growth opportunities building on very strong foundations. 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 1300 staff. Total revenue in 2025 was £140 million with surplus reinvested into the organisation. Income is dominated by site income, insurance and mutual cover, and travel services as well as membership income.
With a focus on quality and experience as a differentiator in a competitive leisure sector, it provides a dynamic range of services to its 1 million members, including 150 UK Club campsites, 30 Affiliated campsites and 2,000 ‘certified locations’, 350 overseas campsites, worldwide holiday experiences, insurance and financial service products, and technical advice for any eventuality amongst its membership. Their decades of knowledge and expertise ensures members make the most of caravanning, motor-homing and glamping as a leisure pastime.
The organisation aims to share their passion for enjoying the great outdoors by providing an unrivalled choice of quality places to stay, at locations in the UK, Europe and increasingly world-wide.
Its strategy focuses on developing the membership product and expanding into new markets; providing compelling locations and engaging experiences for the members to enjoy; delivering trusted expertise on which members can rely; progressing the Club\'s sustainability agenda and building a great place for the Club\'s employees to work.
The Club’s Brand Values Are
* 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.
The Club’s internal values - WOW’s (Ways of Working) are;
* We Value Everyone and Support Each Other - communicating openly and honestly, appreciating our 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, and creating a positive atmosphere, where we can collaborate and thrive.
* We Learn, Grow and Explore - We continuously learn from our successes and failures, and explore 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. Operating at a strategic and commercial level, the primary objective of this newly created role is to develop and execute a strategic plan for adapting the current membership product and all associated customer interactions, to facilitate growth of the Club’s membership base from 365,000 to 500,000 households by 2031. You will also be the membership budget holder, responsible for membership volumes, revenue and LTV.
Drawing inspiration from the successful segmentation and loyalty strategies of major UK heritage, leisure and hospitality membership / subscription brands, you will modernise the Club’s membership offering to help transform how the Club acquires, segments, and retains its members.
You are responsible for defining what the membership is—its tiers, pricing, rules, and benefits ecosystem. While you will not run the marketing campaigns, you will collaborate deeply with Marketing, Commercial, IT, and Operations to ensure the products you develop are highly marketable, operationally seamless, and financially optimized to drive both acquisition and long-term retention. You will enhance all customer experiences, journeys and touch-points relating to the membership product (offline / online) and build solutions that enable aggressive direct and third-party acquisition. You will curate a high-value loyalty ecosystem, including member rewards that drive exceptional retention and lifetime value (LTV).
Key Tasks/Accountabilities
Product Ownership, Strategy, Tiering & Proposition Development
* Membership Architecture: Own the product roadmap and lifecycle. Restructure the existing membership framework to appeal to a broader audience in a more segmented, targeted way.
* Pricing & Value Modeling: Define the pricing strategy and value proposition for each membership type, ensuring the perceived value significantly outweighs the cost. Develop flexible product concepts—such as introductory passes or segment-specific memberships—to increase relevancy and lower the barrier to entry for new demographics.
* Budget ownership: own the membership budget (c.£21m); setting annual acquisition/retention targets by segment and channel (with support from Marketing and Commercial Analysts)
* B2B Product Creation: Design membership packages and "out-of-the-box" products specifically structured for third-party partnerships. Identify and onboard 3rd party acquisition channels.
* Compliance: ensure adherence to regulatory requirements (Digital Markets Bill, GDPR, etc.).
Audiences & Member Satisfaction
* Members, guests and prospects: Own the relationship with all audiences across all brands: Caravan & Motorhome Club, and Experience Freedom glamping www.experiencefreedom.co.uk. Collaborate with colleagues to remove pain points, and optimise all experiences to convert prospects into new members.
* Product stewardship: act as the custodian for member satisfaction across all Club products and services (e.g. UK Club campsites, Financial Services, Overseas, Member Offers)
Loyalty Ecosystem & Benefit Curation
* Benefit Structuring for Retention: Develop and finalise a loyalty structure that actively combats churn and rewards higher value members.
* Full product member value and LTV: Collaborate with Commercial Analysts to understand, and optimise cross-product purchase behaviour and associated life time member values.
Cross-Functional Collaboration & Optimization
* Product Performance & Data Analysis: Continuously monitor the commercial performance of the membership products. Analyse cohort data, utilisation rates of loyalty benefits, and churn metrics to iterate and improve the product offering based on actual member behavior.
* Commercial Analysis & Insight: Direct commercial analysis and market research in order to identify actionable insights to drive marketing and product developments
* Marketing Enablement: Partner closely with the Marketing and Acquisition teams, providing them with clear product definitions, segmented audience profiles, and compelling promotional levers (e.g., trial product structures) to fuel their acquisition campaigns.
* Operational Integration: Collaborate with Site Operations and IT to ensure the membership products are fully deliverable. Ensure CRM systems, booking platforms, and on-site staff have the technical and operational frameworks required to optimise acquisition and retention.
* Extended Product & Service oversight: support colleagues in developing compelling product and service propositions aligned with Club and membership values.
Essential Skills And Experience Required
* Strategic Product Management: Proven experience operating as a Product Owner or Proposition Manager for a large-scale subscription, membership, or loyalty business.
* Commercial & Financial Acumen: Strong capability in financial modeling, pricing strategies, and defining the commercial viability of different product tiers and third-party benefit structures.
* Deep Understanding of Segmentation: Experience in structuring complex product offerings that appeal to distinct demographic groups without cannibalizing existing revenue streams.
* Cross-Functional Leadership: Exceptional stakeholder management skills, with a track record of partnering successfully with Marketing (to align product with acquisition strategy), IT (for system delivery), and Operations (for physical delivery).
* Data-Driven Decision Making: Highly analytical, with the ability to interpret customer data, lifetime value (LTV), and churn metrics to continuously iterate and refine the product roadmap.
* Research & Insights: Highly familiar with modern research approaches to ascertain member customer satisfaction levels and new product/growth opportunities.
* Management, Leadership & Teamworking: Experienced manager and leader, able to draw the best from others, provide support and direction, and an excellent team player.
Skills
* Excellent oral, written and presentation skills
* Strong intellectual integrity - critical thinking and problem solving is a requirement
* Excellent organisational skills (self and team planning), high attention to detail, process driven
* Confidence to respectfully challenge and be challenged in a fast paced team environment.
* Comfortable gathering, analysing and interpreting data and translating to 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 know our greatest strength is our people, so differences are celebrated, and we strive to create an environment where colleagues feel respected and valued for their unique potential.
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