Director, Digital Member Solutions

Washington, DC
Mar 17, 2023
Apr 16, 2023
Full Time

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence and nearly 38 million members, AARP strengthens communities and advocates for what matters most to families: health security, financial stability and personal fulfillment. AARP also produces the nation's largest circulation publications: AARP The Magazine and AARP Bulletin.

AARP's Integrated Communications and Marketing (ICM) Group includes Membership, Content and Editorial, Customer Experience, External Relations, Brand Strategy and Strategic Communications. Across paid, earned, shared and owned channels, ICM manages AARP's reputation, drives engagement and member growth, and showcases AARP's mission and value through one, integrated voice.

The Director, Digital Member Solutions directs the vision, conception, and implementation of digital user experiences to meet business and marketing objectives. Develops and manages the user experience across digital devices and channels, ensuring integration of digital touch points. Ensures and/or leads the translation of user needs and business requirements to technology teams. Collaborates with senior management to formulate marketing strategies in relation to user experience to continue successful growth and profitability.


  • Sets the digital user experience strategy for multiple pods to drive the acquisition, engagement, and retention of the organization's members across digital properties and devices (i.e., desktop, mobile, AARP Now).
  • Oversees the pods' core functions, including digital strategy, design, user experience, product, development, quality assurance, and analytics.
  • Leads all day-to-day pod operations with the ability to improve processes, workflow, and team culture.
  • Engages, influences, and supports stakeholders across the organization to develop and implement designed journeys and experiences to match the user intent on each journey. Directs the study and evaluation of the user perception of the system (i.e., look, ease of use, utility, performance, etc.).
  • Holds ultimate responsibility for and accountability over pod roadmaps, ensuring prioritization, scoping, execution, and measurement of all pod projects that delight users while growing an LTV-positive membership base.
  • Directs the execution of complex digital user experience strategies, such as authentication, personalization, onboarding and engagement, working across ICM and the organization to deliver on top priorities that directly impact the enterprise dashboard.
  • Identifies and tests innovative approaches to grow the organization's member base and identifies next steps based on data-based analytics and decision-making.
  • Communicates pod strategy and initiatives to senior leadership, obtaining approval and consensus.


  • College degree and at least 10+ years of experience working on highly transactional websites driving engagement & conversion.
  • Experience in leading a cross-functional team in a matrixed environment with a product manager mindset.
  • Proficiency with developing and managing a project roadmap that meets/exceeds organizational goals.
  • Innovative thinker with the ability to proactively define and recommend strategies to senior leaders.
  • Deep knowledge of running and measuring optimization of digital experiences utilizing digital platforms specifically AEM, Adobe Target and Adobe Analytics.
  • Significant project management and organizational skills and comfortable with working in a matrixed management structure.
  • Excellent communication skills and demonstrated ability to build relationships across a large organization necessary to reach business objectives.
  • Experience in managing website development and content creation using AEM, a CMS tool (Content Management System). Intermediate knowledge of design programs preferred.
  • Good oral/written presentation skills; proficiency in preparation and presentation of proposals, analytical reports, and documents regarding programs' operational status, achievement, and performance.

Additional Requirements:
  • Regular and reliable job attendance.
  • Effective verbal and written communication skills.
  • Exhibit respect and understanding of others to maintain professional relationships.
  • Independent judgement in evaluation options to make sound decisions.
  • In office/open office environment with the ability to work effectively surrounded by moderate noise.

Flexible Work Arrangement (FWA)

AARP observes Mondays and Fridays as telecommuting workdays, except for essential functions. Remote work and telecommuting can only be done within the United States and its territories.

Compensation and Benefits

AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition; tuition reimbursement; among others.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.