Membership growth your board can see in the numbers.
I help arts nonprofits grow membership and patron programs people actually want to keep — built on retention and lifecycle strategy, not just acquisition.
Currently running member marketing for one of the largest subscription health platforms in the world.
I'm currently Associate Director, Member Marketing at Noom — running acquisition and retention strategy for one of the largest subscription health platforms in the world. My work there centers on building integrated campaigns that drive member activation and engagement, leading marketing and communications across B2B2C audiences, and measuring and reporting on tangible outcomes for the business as well as health plan and employer partners. It's the latest chapter in a career that's actually always been about the same thing: understanding why someone joins, what keeps them engaged, and what makes them quietly walk away.
Before Noom, I held marketing leadership roles at Atropos Health and SonderMind, working across brand strategy, content, and lifecycle marketing at fast-growing healthcare companies where the pace of change is constant. That environment taught me to try new things quickly, adopt emerging technology to expand what a small team can actually produce, and run integrated campaigns that drive real, measurable impact — skills that transfer directly to a nonprofit membership program.
I proved that same approach in the arts first, and it's where I started. I spent five years at The Bass, Miami Beach's contemporary art museum — first as PR & Marketing Manager, then as Head of Marketing & Communications — building the membership pipeline, patron communications, and audience strategy behind a deeply engaged, longtime member base. Before that, I studied post-war and contemporary art at the University of Glasgow and cut my teeth in PR and marketing for a contemporary fine art gallery.
Work scoped to what your organization actually needs next.
A few examples of what this looks like in practice.
Led the marketing and communications behind The Bass's reopening and institutional rebrand — building a 5-year strategy, launching a new visual identity, and becoming the museum's principal spokesperson to press.
Integrated the museum's operational database with its email platform to launch its first automated lifecycle campaigns — targeting members, donors, and program participants by segment instead of a single generic newsletter.
A content marketing function built from the ground up — a dedicated, medically-reviewed content channel with a running editorial calendar and a clinician review process co-developed with the Chief Medical Officer, turning out accessible mental health resources for patients and clinicians alike.
Regular lifecycle campaigns spanning email, SMS, and push notifications, plus offline channels like direct mail and print collateral — built to reach eligible members wherever they are, not just through a single digital channel.
Three things I look at before recommending anything.
Who's actually renewing
Most orgs optimize for new members. I start with who's already staying, and why — that's where the real leverage is. It's usually cheaper and faster to grow from there than to keep chasing new acquisition alone.
Where the story breaks down
Between joining and lapsing, communications usually go quiet or generic. I find the exact point that happens, then fix the message and the timing around it.
What's realistic for your team
Recommendations are sized to the staff and budget you actually have — not a plan that assumes a team you don't. Where it helps, I bring in the right technology to help your team produce more, faster, without adding headcount.
Tell me about your membership program.
I take on a small number of clients at a time, so I read every message myself. Tell me about your organization and what's prompting the conversation, and I'll follow up within a couple of days.
juliamrudo@gmail.com