Job Description
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!
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Work with a strong, vibrant, growing team
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Lead a high-impact national transformation
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Melbourne-based hybrid role, great package
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About APNA
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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.
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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.
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The opportunity
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We are seeking a General Manager / Head of Membership to lead the redesign and growth of APNA's membership as a strategic asset.
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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.
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You will lead one of the most important transformation initiatives in the organisation, defining what membership is, how it works, and how it grows.
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What You'll Be Accountable For
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Redefining membership
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You will own the end‐to‐end design of the membership model, including:
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Defining and evolving the membership value proposition
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Designing the overall membership architecture, including tiers, categories and participation models
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Creating transparent pathways across career stages (e.g. student to professional to leadership)
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Ensuring membership is simple, scalable and clearly differentiated within APNA's broader offering
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Driving growth as a system
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You will own the performance of membership as a complete system, including:
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Acquisition, retention, renewal and reactivation
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Lifecycle design from first engagement through to long-term loyalty
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Membership revenue, pricing strategy and sustainability
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Identifying and addressing the underlying drivers of churn and disengagement
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Transforming The Member Experience
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You will lead the transition from a "benefits bundle" to a true member experience, including:




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




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We are looking for a strategic leader who can operate at both conceptual and operational levels.
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You Will Likely Bring
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Experience leading complex transformation (membership, product, customer experience or similar)
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Strong commercial and analytical capability (growth models, pricing, metrics)
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A systems mindset, able to connect strategy, experience, operations and performance
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The ability to influence across functions
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A good working knowledge of how AI can help bring efficiencies and expand horizons, while ensuring governance guardrails are adhered to
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Experience working in or with professional services, associations, health or education sectors (desirable, not essential)
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Most importantly, you will be comfortable with ambiguity and excited by the opportunity to build something fundamentally new.
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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
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Why this role matters
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This is a rare prospect to redefine membership at a national level, moving beyond incremental improvement to true transformation.
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You will shape how thousands of nurses connect, grow and experience their profession, and help position APNA for the future.
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What We Offer
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Generous salary packaging, annual leave loading and an extra gift day of leave over Christmas
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Minimum 1 day a week in the Melbourne CBD office
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Opportunities for professional growth and development
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Be part of a fun, supportive and growing team
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Play a key role in making a difference in Australia's health care sector
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APNA's mission and values
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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.
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Better Together - We are passionate and collaborative, fostering an environment where diversity is valued, and all voices are heard.
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Positive Disruptor - We are community‐minded champions of change, innately curious and always open to innovation and ideas of the future.
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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 (Victoria)
🏢 Australian Primary Health Care Nurses Association (APNA)
📍 Victoria