The Evolving Role of a Corporate Affairs Leader in Membership Organisations

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Since becoming Head of Membership here at Ellwood Atfield, I have spent the summer speaking to Chief Executives and Senior Directors across the membership and trade association sector about the ever-changing demands on their organisations, from both their members and wider external stakeholders.

What has been clear from my conversations is that these organisations are being squeezed from all sides: members want sharper, more personalised value and faster advocacy wins; budgets and headcount are tight; and the policy/regulatory climate is volatile. In this context, Corporate Affairs leaders have shifted from traditional reputation managers to integrated strategists who sit ever closer to the centre of organisational decision-making.

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The top three takeaways from my conversations centre around the following:

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1)       Policy uncertainty and geopolitical flux: managing fast-moving positions in areas such as trade, skills, migration, energy security, net zero and financial regulation—often under intense media scrutiny. This means corporate affairs leaders are having to work even harder to integrate their influencing and communications strategies across disciplines in shorter time periods.

2)      Continuing to Go for Growth: Many organisations are still aiming for growth and this means looking at ways to expand their commercial offering. Leaders are looking beyond the UK for membership expansion as well as beefing up the commercial aspects of their business, with corporate affairs playing a key role in this.

3)      Team Capacity and Staff Retention: With economic uncertainty and recent tax changes, hiring into teams has become more complex. Advocacy, Communications and Policy hiring is a key business growth area for these organisations. When hiring for Corporate Affairs Directors, CEOs are placing significant emphasis on people leadership and how candidates can inspire and motivate teams in an increasingly turbulent landscape.

I spent much of my career before joining Ellwood Atfield working for trade associations across a range of sectors, so I know first hand the impact they can have on societal change and the UK’s economic growth. With over two decades of experience partnering with Trade Associations and Membership organisations to build their communications and advocacy functions, we are uniquely placed to help these organisations face the challenges of tomorrow. If you would like to have a conversation about talent within your team, please get in touch.

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