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SHRM Senior Specialist, Marketing Audience Segment in Alexandria, Virginia

Senior Specialist, Marketing Audience Segment

1800 Duke St, Alexandria, VA 22314, USA

Req #599

Friday, March 31, 2023

SHRM creates better workplaces where employers and employees thrive together. As the voice of all things works, workers, and the workplace, SHRM is the foremost expert, convener, and thought leader on issues impacting today’s evolving workplaces. With nearly 325,000 members in 165 countries, SHRM impacts the lives of more than 235 million workers and families globally.

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.

Position Description

  • 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

Position Qualifications

  • Required

  • 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

  • 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

  • Preferred

  • 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.

Physical Requirements

  • 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 Environment

  • 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.

Other details

  • Job Family Marketing

  • Job Function Performance Marketing & Comm

  • Pay Type Salary

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  • 1800 Duke St, Alexandria, VA 22314, USA