Over the coming weeks we will announce our new MemberWise Ambassadors who will champion their particular area of expertise. Introducing MemberWise Ambassador (Public Relations and Communications), Gemma Rickard, Head of Marketing, Membership & Digital at the Society of Local Council Clerks (SLCC). We get to know Gemma…

SLCC is the professional body for local council clerks and senior council employees. Founded in 1972, SLCC represents clerks to over 5,000 local councils in England and Wales.

As Head of Marketing, Membership & Digital, I’m responsible for setting the strategic direction that shapes how members experience the SLCC across every touchpoint — from digital platforms to in-person events. My focus is on understanding what our members want and delivering it in the most effective and engaging way possible. This includes leading on membership acquisition and retention strategies, overseeing the marketing of all SLCC products and services, and driving digital innovation to make our processes faster, smarter, and more member-focused. I lead a membership team of four and a marketing team of three, working together to enhance value, improve communication, and ensure every interaction with SLCC supports a positive, professional member experience.

This is my first role in a membership organisation, and I’ve been with SLCC for nearly 11 years. Prior to that, I worked in the commercial sector with Screwfix Direct, helping to launch its first 50 trade counters across the UK, and with Thomson Local, gaining valuable experience in marketing, customer engagement, and business development.

This year saw the successful launch of a new membership renewal process, making it smoother and more user-friendly. We’re now above target for membership for Q3 and tracking strongly for Q4. Membership growth has also been fuelled by a 47% increase in new clerk packs being sent. Our professional development scheme continues to thrive, with enrolment up 15%.

I came into membership completely by chance — after being made redundant from my previous role, this opportunity came up. Having never worked in local government before, it was a whole new challenge, but one that quickly became a rewarding career built around purpose, people, and progress.

I’ve attended numerous MemberWise events over the years, gaining valuable insight from the wider membership community. This year, I also had the opportunity to present at the MemberWise Digital Excellence conference, sharing our organisation’s approach to digital innovation and enhancing the member experience through smarter technology.

The biggest challenge is engaging the 99% of members who prefer not to engage — finding meaningful ways to hear their views and gather feedback for improvement. Another key focus is exploring how to use AI responsibly and effectively to enhance the member experience and deliver greater value.

I’ll promote best practice in communications and PR by sharing insights, showcasing success stories, and supporting membership professionals to communicate with clarity, confidence, and impact.

If i could recommend just one thing to someone starting a new role in membership it would be to set up a small focus group of members from diverse backgrounds to act as a sounding board for new ideas and innovation. Their insight is invaluable. Also, attend as many MemberWise events as possible — networking with peers is one of the best ways to learn and grow.

We asked Gemma if there was something that not many people knew about her. She responded: “I was once shot put county champion!”

We welcome Gemma on board as MemberWise Ambassador (Communications and PR) and we look forward to championing effective communications and PR related activity within the membership and association sector.