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SHRM’s Veteran Commitment

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SHRM Manager, Marketing Executive Network Audience in Alexandria, Virginia

Manager, Marketing Executive Network Audience

1800 Duke St, Alexandria, VA 22314, USA

Req #833

Friday, May 10, 2024

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.

As the voice of all things work, the SHRM marketing team is a business-critical function core to SHRM’s growth across all audience segments, services, and product types. The manager of a strategic growth segment, this role will lead the company’s digital marketing transformation effort using audience-centric strategy, marketing automation, sales enablement and design thinking targeting the audience of senior executives. The manager will be responsible for the audience segment across the consumer experience journey by developing integrated marketing strategies, executing omnichannel campaigns, analyzing data, utilizing martech stack and optimizing performance marketing levers. THIS position also requires an intense understanding of audience insights and behaviors, as well as the ability to effectively engage and persuade those in the market segment.

This role will lead a team of growth marketers, delivering business value and play a role in driving revenue growth across the executive segment. Responsible for the CLV (customer lifetime value) and current experience of the SHRM Executive Network and it acting as a pipeline for Enterprise Solutions. Develop the strategy and implement the EN marketing plan to achieve revenue goals, drive member acquisition targets, and increase member/customer lifetime value rates. Defines integrated marketing strategies that generate demand and bring new buyers into the market across all EN cohorts.

Position Description

  • Own and lead across the consumer journey. Responsible for evolving marketing capabilities to build omni-channel personalization journeys at scale.

  • Understand the executive and luxury market, and consumer behavior of those in senior roles.

  • Manage digital marketing platforms including email service providers, personalization engines, site analytics, marketing automation and targeting, etc.

  • Conduct high-performing marketing to achieve AIP KPIs.

  • Drive loyalty and preference with audience creating high CLV.

  • Strategize and execute a full-funnel experience including driving awareness of the EN, acquisition (inbound and outbound and prospecting events), bringing qualified leads into the pipeline (MQLs/SQLs), ensuring execution of conversion into paying members (collaboration with CX), and then drive the member experience of the EN including renewals, engagement, digital services, events, and membership benefits.

  • Develop the strategy for an Integrated Content Marketing Plan that delivers brand priorities and revenue goals specific to the EN audience segment and collaboration with Enterprise Solutions segment.

  • Manage digital direct-response marketing programs in a fast-paced environment.

  • Manage marketing operations including CRM, marketing automation systems and strategy, including Marketo, Salesforce, etc.

  • Enact the continued transformation of audience-centricity and partner with analytics to constantly monitor and optimize segment’s engagement and experience.

  • Own the measurement of effectiveness and efficiency (ROI) for the product dev and product gap for the Executive Network.

  • Manage SHRM’s marketing technology, automation, personalization, and customization tools and tracking for the EN.

  • Build a relationship with sales as a trusted partner working as one SHRM team.

  • Mentor and lead a team of digital marketing professionals - inspire them, remove roadblocks, acknowledge their challenges, and help them find a fast path to success.

  • Manage agencies and partners that may include digital, social, traditional media, channel marketing and creative services.

  • Measure, analyze, and translate data into clear insights and actionable recommendations.

  • Lead within a matrix organization, collaborates, inspires and is able to align resources to identified critical needs / requirements to building market level implementation plans.

  • Manage a multi-million-dollar budget and appropriately execute against the budget for an effective ROI.

Position Qualifications

  • Bachelor’s degree or equivalent relevant experience

  • At least 8 years of progressively complex experience in customer-centric marketing

  • Experience with demand generation, personalization, customization, audience-centricity, direct-response marketing programs, automation, CRM, conversation rate optimization, account-based marketing (ABM), named account marketing, marketing operations, marketing analytics, Salesforce, Marketo

  • Marketing technology, automation, and data to empower marketing

  • Proven ability to design multi-touch marketing campaigns delivered across multiple digital channels

  • Deep understanding of content marketing tailored for executive/c-suite audience – ability to apply consumer insights to improve campaigns (targeting, delivery, and performance)

  • End to End Campaign development that include but not limited to strategy, targeting and segmentation, execution, and measurement

  • High level of responsiveness and ability to adapt to change

  • Strong problem-solving skills

  • Appetite to innovate, fail-fast, and be smart & curious

  • Lead with bold purpose while collaborating fiercely with a high degree of accountability

  • Experience with digital tools, like Marketo and Salesforce to generate, capture, nurture, track and report on leads, conversions, and ROI

  • Exceptional writer, with a deep understanding of content marketing tailored for c-suite and senior leaders

  • Oversight of digital advertising, SEO/SEM, and/or social media desirable

Physical Requirements

  • Must be able to perform essential duties satisfactorily with reasonable accommodations.

  • Work is generally done sitting, talking, hearing, and typing. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading.

Work Environment

  • Work is regularly performed in a combination of office and conference settings and routinely uses standard office equipment.

  • Travel Required: Moderate 20-30%


The hiring range for this position is $105,000 to $125,000 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 Marketing

  • Job Function Performance Marketing & Comm

  • Pay Type Salary

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  • 1800 Duke St, Alexandria, VA 22314, USA