Lead Membership Engagement for an Iconic Australian Organisation

Victoria Racing Club (VRC) is seeking a Customer Engagement Lead to play a critical role in shaping and delivering exceptional member experiences across one of Australia's most prestigious sporting and cultural institutions.

This role is ideal for an experienced customer engagement, loyalty, membership, events or marketing professional who is passionate about creating memorable experiences, building strong member relationships, and delivering engagement initiatives that drive retention, loyalty and advocacy.

About the Role

Reporting to the Membership Manager, you will lead the development and delivery of member engagement strategies, programs and experiences that enhance the value of VRC membership and strengthen connections with our members.

Working closely with teams across Membership, Events, Marketing, Customer Operations, CRM and Commercial Partnerships, you will help deliver best-in-class experiences across race day and non-race day touchpoints, ensuring members feel valued throughout their membership journey.

Key Responsibilities

Member Engagement Programs

- Lead the planning and delivery of member engagement initiatives aligned with VRC's membership strategy
- Develop and execute member experiences across race day and non-race day events
- Support member onboarding programs to create a seamless and welcoming experience for new members
- Implement retention initiatives and member value propositions across key member segments
- Partner with CRM and Events teams to deliver annual member engagement calendars and communications
- Develop and execute member offers and benefits through sponsor and partner relationships

Member Experience & Insights

- Collect and analyse member insights, survey results and market research to inform engagement initiatives




- Support customer journey mapping and identify opportunities to improve the end-to-end member experience
- Monitor member sentiment and implement initiatives that improve member outcomes
- Develop programs that enhance both race day and non-race day experiences
- Use data and customer feedback to drive engagement and retention strategies

Race Day Experience Delivery

- Lead the planning and delivery of member events and experiences across all race days, including the Melbourne Cup Carnival
- Collaborate with Events & Experience teams to create memorable and valuable race day experiences
- Coordinate cross-functional stakeholder groups to deliver member engagement initiatives
- Support member issue resolution and escalations where required
- Identify opportunities with sponsors and partners to enhance the member experience

Process Improvement & Operational Excellence

- Drive continuous improvement across member engagement programs and processes
- Monitor program effectiveness and provide recommendations based on performance insights
- Maintain documentation and records relating to member initiatives and experiences
- Support the implementation of new systems, technologies and processes that improve engagement outcomes
- Identify new opportunities to enhance member value and participation

What You’ll Bring

- Significant experience in membership, customer engagement, loyalty, marketing, events or a related field




- Demonstrated experience developing and executing engagement and retention strategies
- Strong stakeholder management and influencing capabilities
- Experience using customer insights, data and research to inform decision-making
- Excellent project management and organisational skills
- Strong communication, presentation and facilitation abilities
- A customer-first mindset with commercial acumen
- Experience working with CRM systems and customer journey design
- The ability to lead initiatives across multiple teams and deliver outcomes in a fast-paced environment
- A proactive, collaborative and solutions-focused approach

What’s on Offer

- Be part of delivering iconic experiences, including the Melbourne Cup Carnival
- Shape the engagement strategy for one of Australia's most recognised membership communities
- Work with a passionate, collaborative and high-performing team
- Opportunity to drive innovative member experiences and make a meaningful impact
- Access to a dynamic and exciting events workplace

Our Values

At VRC, our people are guided by shared values:

- Think VRC — We deliver with one purpose and plan as one team.
- Create Joy — We design experiences that bring joy to our members, customers and each other.
- Be Gutsy — We honour our heritage while being brave and curious about the future.
- F‑Learn — We learn from setbacks and treat them as opportunities for growth.
- Care Deeply — We genuinely care about our people, members, customers and community.

You must have the legal right to work in Australia.

Appointment to the role is subject to meeting the Victoria Racing Club’s employment requirements, which may include (but are not limited to) reference checks, and a National Criminal History Check.

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📌 Customer Engagement Lead (Melbourne)
🏢 Victoria Racing Club
📍 Melbourne