Speakers
Membership Strategy
In this session, I’ll share how the eoa has transformed its approach to member engagement and retention through a digital-first strategy anchored in engagement scoring. As our membership doubled to over 820 organisations, we faced the challenge of scaling personalised support without losing the human touch.
We’ll explore:
John Beattie is Director of Membership and Operations at the Employee Ownership Association (eoa), where he leads strategic initiatives to enhance member engagement, learning, digital capability, and operational excellence. The eoa champions employee ownership as a force for powering fairer livelihoods, stronger businesses, and a people-powered economy.
At the eoa, John has developed data-led approaches to understanding member behaviour and value delivery, including engagement scoring models that inform retention, growth, and service design. His work supports the eoa’s mission to empower businesses on their employee ownership journey, while ensuring the association remains responsive, relevant, and resilient.
With a rich background spanning marketing, innovation and development, and learning across the arts and culture sectors, John brings a human-centred approach to membership strategy. He is passionate about social justice and lifelong learning, and has previous led impactful projects in literacy, storytelling, STEM, and well-being.