SHRM Senior Specialist, Marketing Audience Segment in Alexandria, Virginia
Senior Specialist, Marketing Audience Segment
1800 Duke St, Alexandria, VA 22314, USA
Friday, January 13, 2023
At SHRM, we are committed to making work, workers and workplaces better through insights-driven policy solutions, learning and development, thought leadership and research. We are shaping the ways employers and employees thrive together. SHRM is empowering our more than 300,000+ members, including HR professionals, business executives, and people managers, to lead as strategic business partners and effective stewards of workplace culture, business productivity, and employee engagement.
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. Intense understanding of audience insights and behaviors as well as marketing technology and enablement tools is required. In order 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.
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
Bachelor’s degree or equivalent relevant 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)
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
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
Familiarity with design software to create banner ads (Photoshop or Bannersnack/Creatopy) and landing pages (Instapage, WordPress, SharePoint, etc.)
Certification in Marketo or other marketing automation software preferred.
Certification in SalesForce and/or Google Analytics is helpful.
Must be able to perform essential duties satisfactorily with reasonable accommodations
Work is generally performed 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 is regularly performed in an office and routinely uses standard office equipment (Mac or PC available). The role is based in the Alexandria, VA headquarters of SHRM. It may require the maintenance of home office for work-from-home days and proximity to an airport for work related travel.
Travel Required: Occasional 0-10%
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.
Job Family Marketing
Job Function Performance Marketing & Comm
Pay Type Salary
- 1800 Duke St, Alexandria, VA 22314, USA