It follows feedback from a recent member priorities survey, which identified personalised support, simpler access to services and commercial value as members' top priorities for their consortium.

Advantage said the shake-up aimed to better meet members' needs at all stages of their journey with the consortium, from joining through to long-term growth.

The changes take place with immediate effect and see three members of the Advantage HQ team – Emily Shannon, David Moon and Sarah Miller – take on new roles.

Senior Business Development Manager Shannon becomes Strategic Membership Growth and Development Lead, with responsibility for growing Advantage's membership, shaping the member proposition, and ensuring the consortium's offering evolves in line with a changing market.

Head of Business Development David Moon, meanwhile, becomes Advantage's Customer Success Director. Working with Member Experience and Performance Lead, Nicola Watkins, the team will be tasked with strengthening how Advantage delivers service to members and ensuring a consistent, high-quality experience during every interaction.

Finally, business development manager Sarah Miller becomes Strategic Member Partnership Lead. In her new role, she will focus on managing member relationships, coordinating support, strengthening engagement, delivering commercial value and ensuring members get full value out of their membership.

In addition, Advantage's team of business development managers will transition into new member partnerships manager roles.

'Increasingly complex market'

Lee Ainsworth, Advantage's Membership and Strategy Director, said: "As our members’ businesses continue to grow and the market becomes increasingly complex to navigate, we know they need a partner who is proactive, aligned with their needs, and easy to work with. This evolution of our structure is our response to that, shaping how we support our members to meet that expectation."

Ainsworth added: “For Advantage members, the changes deliver clearer ownership of relationships, faster access to the right expertise and a more consistent experience across every interaction. The level of support available to members remains unchanged, with continued access to Advantage's central core teams across membership support, commercial, marketing and finance.”