Senior Specialist, B2C Marketing 1800 Duke St, Alexandria, VA 22314, USA Req #1061 Tuesday, March 4, 2025 SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces.  With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally. **Summary** **SHRM marketing applies an audience-centric model to its operations. In this role you will support a specific audience segment that plays a role in the world of work. Across each Marketing Audience Segment Team, you will operationalize and execute acquisition, retention, engagement, and product marketing. An intense understanding of audience insights and behaviors as well as marketing technology and enablement tools is required. To motivate the audience to action this role requires strong marketing storytelling, reporting and optimization, and previous experience with marketing automation programs such as Marketo (preferred), HubSpot or Pardot and a solid understanding of Google Analytics.** **Responsibilities** + Execute SHRM’s member acquisition, retention, and engagement strategy for this segment. + Deployment expert of integrated marketing plan – digital and traditional. + Drives loyalty and preference with audience creating high CLV. + Write marketing plans and marketing collateral, such as emails, banner ads, direct mailers, call scripts, etc., that drives the audience to action – click, buy, etc. Design, on occasion, banner ads for display and social channels. Create simple landing pages for campaigns. + Establish partnerships with Creative Services team to translate marketing vision into deployable assets. + Operationalize SHRM’s audience-centricity model and partner with analytics to constantly monitor and optimize segment’s engagement and experience. + Analyze and translate data into clear insights and actionable recommendations. + Manage marketing automation campaigns (i.e., drip campaigns) and operations throughout the customer lifecycle. + Drive continued innovation in evolving marketing programs to most effectively engage audience segment. + Develops a deep understanding of target audiences. + Adoption and expertise in SHRM’s marketing technology, automation, personalization, and customization tools and tracking through platforms such as Marketo (preferred), HubSpot or Pardot and strong familiarity of Customer (CMS) and/or Association Management Systems (AMS), such as NetSuite (preferred), Salesforce, Personify, IMIS, etc. + Understanding of tactical implementation against budget and a familiarity with processing invoices and tracking costs in spreadsheets (Excel). + Analyze data to identify key drivers, mechanics, and associated dependencies for driving conversion, product adoption, retention, and cross-sell. + Bundling, product adoption and revenue growth across events, learning systems, certification, SHRM Store and other product categories through a membership lens or with a membership focus. + Lead across execution and tactics initiatives. + Attend, schedule and moderate meetings over Zoom. + Project management of integrated campaigns. **Education & Experience Requirements** **Education:** + Bachelor’s degree or equivalent relevant experience. **Experience:** + At least 5 years of progressively complex experience in marketing. + Expertise in email copywriting, using messaging to convert. + Expertise in marketing reporting- pulling data, analysis, and optimization recommendations. + Experience with marketing automation (Marketo – preferred, HubSpot or Pardot). + Familiarity with design software to create banner ads (Photoshop or Bannersnack/Creatopy) and landing pages (Instapage, WordPress, SharePoint, etc.) preferred. **Knowledge, Skills & Abilities** + Deep understanding of content marketing tailored for audience segments – ability to apply consumer insights to improve campaigns (copywriting, targeting, delivery and performance). + Customer lifecycle marketing including demand generation manager, product sales, and using content to convert. + Strong problem-solving skills. + Marketing automation. + High level of responsiveness and ability to adapt to change. + Experience with digital tools to generate, capture, nurture, track and report on leads, conversions, and ROI. + SEO/SEM, Digital marketing, paid media, email marketing, co-branded/white label marketing. + Strong attention to detail. + Lead with bold purpose while collaborating fiercely with a high degree of accountability. + Appetite to innovate, fail-fast, and be smart & curious. **Certifications** + Certification in Marketo or other marketing automation software preferred. + Certification in Salesforce and/or Google Analytics is helpful. **Physical Requirements** This position operates in a typical office environment and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include: + Prolonged periods of sitting at a desk and working on a computer. + Frequent use of hands and fingers for typing, handling documents, and using office equipment. + Occasional standing, walking, bending, and reaching. + Ability to lift and carry up to 30 pounds as needed. + Clear verbal and written communication skills for effective interaction with colleagues and stakeholders. **Work Environment** **Hybrid Position (3 Days In-Office, 2 Days Remote):** + This position follows a hybrid work schedule, requiring in-office presence [three days per week] and remote work [two days per week]. Core work hours will be designated by the department. The office environment includes a standard workstation setup with collaborative spaces, while remote work requires a reliable high-speed internet connection and a suitable home workspace. Employees must maintain availability during standard business hours and adhere to company policies for both in-office and remote work. **Travel:** 20 - 30% \#LI-Hybrid _The hiring range for this position is $78,000 to $95,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives._ Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law. SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran). We do not sponsor applicants for work visas. **Other details** + Job Family 00 - Marketing & Content + Job Function 00 - Primary + Pay Type Salary Apply Now + 1800 Duke St, Alexandria, VA 22314, USA