SHRM Membership Marketing Specialist in Alexandria, Virginia


The Role:

The Specialist, Membership Marketing will support and execute tactical initiatives that directly align with SHRM’s membership acquisition strategy. This includes successfully incorporating SHRM’s member value propositions into all related membership acquisition campaigns, to ensure incremental rates of response and prospect conversion. The role will also support SHRM’s Membership organization, including chapter and state council initiatives, such as coordinating and handling event marketing and tradeshow requirements, and work cross-functionally, internally within Marketing as well as externally, to further enhance SHRM’s membership acquisition capabilities, member value and brand equity across our industry.


Your Day:

  • Execute tactical membership-related initiatives to help in achieving SHRM’s Membership acquisitions growth targets, as well as enhancing member retention and engagement metrics.

  • Develop member acquisition campaigns that leverage SHRM’s value propositions, compelling benefit messaging and proven conversion techniques, to achieve incremental response/ROI.

  • Collaborate with the Marketing Communications, Segment Marketing and Membership teams to identify cross-selling and prospecting opportunities across current and potential new members in strategic people-management functions, leveraging market research data and Persona targets.

  • Perform data tracking and digital/DM/email campaign performance reviews with a consistent and optimization-driven analytical focus. Present findings and improvement recommendations regularly. Optimize prospect conversion strategies with own print and digital membership initiatives, and leverage internal creative resources to deliver ad placements, SEO/SEM, and interactive campaigns while ensuring message and tone aligns with the SHRM brand and strategy.

  • Contribute to SHRM volunteer and tradeshow events, member engagement and communications, segment marketing and chapter/state council initiatives and reporting requirements.

  • Coordinate cross-functionally and with external contacts to ensure the SHRM Membership and acquisition plan is successfully carried-out and monthly and yearly objectives are achieved.

  • Provide support in the development of Membership and Brand and Member Value presentations and project requirements, and ensure compliance with budget management goals.

  • Grow membership conversion rates by expanding house file databases, providing effective feedback to improve response rates on print, creative and digital advertising campaigns, working with internal and external teams to meet acquisition and retention targets.

  • Participate in Agency partner engagements to deploy direct mail and digital acquisition marketing programs as well as new member onboarding program.

  • Design, project manage and execute the overall marketing campaign tactics to include, but not limited to: messaging; collateral design production; mailing schedules; mailing list segmentation; print and digital advertising campaigns; lead generation; e-mail marketing; outsourcing of projects with vendors; survey execution; and vendor selection.


Must Haves:

  • Bachelor's degree in Marketing, Communications, or related field with 4 years experience in a Marketing or related field, with Direct Response Marketing experience required, in house or agency.

  • Experience in lead generation, collateral development, database segmentation, website analytics, customer relationship management systems, copywriting, proofreading and editing, e-mail marketing, analytics, and SEO/SEM marketing. Strong technical skills highly beneficial.

  • Experience with project management, with a strong ability to multi-task and adhere to tight deadlines.

  • Direct mail and email marketing experience.

  • Experience with Google Analytics and/or email reporting.

  • Must be a team player and have experience leading and working on cross-functional team projects and managing budgets.

  • Membership Marketing or association experience preferred.

  • Excellent presentation skills, decision-making skills and problem-solving skills

  • Excellent interpersonal, verbal, organizational, presentation and written communication skills

  • Strong analytical and organizational skills with attention to detail

  • Advanced in Microsoft Office software applications—MS Word, Excel, Access, PowerPoint

  • Must be able to build consensus.

  • Experience with Netsuite and any marketing automation software a plus.

Physical Demands:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to sit; talk and hear, use hands to type, file, handle or feel. The employee is frequently required to reach with hands and arms. Occasionally required to stand; walk and stoop, kneel, crouch, or crawl. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading. May require ordinary ambulatory skills sufficient to visit other locations; or the ability to stand, walk, lift, carry and move light to medium weight. Requires good hand-eye coordination, arm, hand and finger dexterity, including ability to grasp, and visual acuity to use a keyboard, operate equipment and learn technical information. Light lifting is required. Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently, and/or a negligible amount of force to constantly move objects.

Work Environment:

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Work is regularly performed in a professional office environment and routinely uses standard office equipment.

This job requires occasional travel 0-10%.

The Society for Human Resource Management is an equal opportunity employer (Minority/Female/Disabled/Veteran).

ACCESSIBILITY NOTICE: If you need a reasonable accommodation for any part of the employment process due to a physical or mental disability, please send an email to: or TDD (703) 548-6990.

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Category Marketing