Do you have a passion for rethinking how membership organisations create value, love working at the intersection of strategy, data and experience, and want to make a real impact? Come and help shape the future of primary health care nursing in Australia!
Work with a strong, vibrant, growing team
Lead a high-impact national transformation
Melbourne-based hybrid role, great package
About APNA
The Australian Primary Health Care Nurses Association (APNA) is the peak professional body for the 104,000+ primary health care nurses in Australia. We are at a pivotal moment: reimagining what membership means for a diverse, evolving workforce and designing a model that is fit for the future.
This is not a traditional membership role. It is an opportunity to fundamentally reshape how a national organisation creates value, builds connection, and supports nurses across their careers.
The opportunity
We are seeking a General Manager / Head of Membership to lead the redesign and growth of APNA's membership as a strategic asset.
This role will shift membership from a static, benefits-led offering to a dynamic, lifecycle-based system that delivers real, tangible value, driving engagement, strengthening professional identity, and supporting long-term sustainability.
You will lead one of the most important transformation initiatives in the organisation, defining what membership is, how it works, and how it grows.
What you'll be accountable for
Redefining membership
You will own the end-to-end design of the membership model, including:
Defining and evolving the membership value proposition
Designing the overall membership architecture, including tiers, categories and participation models
Creating clear pathways across career stages (e.g. student to professional to leadership)
Ensuring membership is simple, scalable and clearly differentiated within APNA's broader offering
Driving growth as a system
You will own the performance of membership as a complete system, including:
Acquisition, retention, renewal and reactivation
Lifecycle design from first engagement through to long-term loyalty
Membership revenue, pricing strategy and sustainability
Identifying and addressing the underlying drivers of churn and disengagement
This is not about running campaigns, it is about owning the growth model and its performance.
Transforming the member experience




You will lead the transition from a "advantages bundle" to a true member experience, including:
Designing a lifecycle-based experience that evolves with the member over time
Driving strong early activation and sustained engagement
Reducing friction and making value easy to access and understand
Ensuring members can clearly see and feel the outcomes of membership
Bringing rigour to membership as an asset
You will introduce discipline and clarity into how membership is understood and managed, including:
Developing a clear narrative of membership health for Executive and Board
Using data and insight to inform strategic decisions
Moving the organisation from reporting to decision-making
Integrating membership across the organisation
You will act as the central integrator of membership across APNA, including:
Partnering with Marketing & Communications on positioning and acquisition
Working with Education to align pathways and product design
Ensuring Programs and Advocacy reflect and reinforce membership value
Embedding membership within systems, CRM and operational processes
You will define what needs to be achieved for members, with teams across the organisation delivering how.
Expanding membership beyond the individual
You will continue to extend membership into a broader participation ecosystem, including:
Evolving corporate and employer-linked membership models
Building partnerships with PHNs, employers and sector organisations
Creating pathways from programs, events and communities into membership
Exploring new participation models that expand reach and relevance
Leading influence and alignment
You will embed a membership mindset across the organisation, including:
Shaping Executive and Board discussions on membership strategy
Influencing investment and resource allocation decisions
Building organisation-wide clarity on the role and value of membership
Aligning strategy, delivery and culture around member value
What we're looking for




We are looking for a strategic leader who can operate at both conceptual and operational levels.
You will likely bring:
Experience leading complex transformation (membership, product, customer experience or similar)
Strong commercial and analytical capability (growth models, pricing, metrics)
A systems mindset, able to connect strategy, experience, operations and performance
The ability to influence across functions
A good working knowledge of how AI can help bring efficiencies and expand horizons, while ensuring governance guardrails are adhered to
Experience working in or with professional services, associations, health or education sectors (desirable, not essential)
Most importantly, you will be comfortable with ambiguity and excited by the opportunity to build something fundamentally new.
This role will initially report to the Chief Commercial Officer to finalise the refreshed membership strategy, before a likely move to become General Manager Membership
Why this role matters
This is a rare opportunity to redefine membership at a national level, moving beyond incremental improvement to true transformation.
You will shape how thousands of nurses connect, grow and experience their profession, and help position APNA for the future.
What we offer
Generous salary packaging, annual leave loading and an extra gift day of leave over Christmas
Minimum 1 day a week in the Melbourne CBD office
Opportunities for professional growth and development
Be part of a fun, supportive and growing team
Play a key role in making a difference in Australia's health care sector.
APNA's mission and values
APNA's mission is to improve the health of Australians through the delivery of quality evidence-based care by a bold and vibrant primary health care nursing workforce. This role is vital to helping APNA succeed in its mission.
Better Together – We are passionate and collaborative, fostering an environment where diversity is valued, and all voices are heard.
Positive Disruptor – We are community-minded champions of change, innately curious and always open to innovation and ideas of the future.
Pursue Excellence – We are evidence-based in our approach and hold our stakeholders and each other accountable as we strive for the highest standards of excellence.

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📌 General Manager / Head Of Membership (Melbourne)
🏢 @
📍 Melbourne