Specialist, Growth Marketing

1800 Duke St, Alexandria, VA 22314, USA

Req #937

Thursday, September 26, 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.

SUMMARY

SHRM applies an audience-centric model to its operations. The Growth Marketing team plays a crucial role in identifying and supporting go-to-market activities to accelerate growth across all segments.

The Growth Marketing Specialist at SHRM works with a team to deliver engaging, scalable marketing programs that drive revenue-generating opportunities. Reporting to the Lead, Growth Marketing & Demand Generation, this role is responsible for executing lead- and opportunity-generating marketing programs for SHRM’s Enterprise, Executive segments and more.

Responsibilities:

Inbound & Outbound Lead Generation

• Build, execute and leverage content, web forms, landing pages, email, and other assets focused on capturing net-new leads to nurture through to sales or purchase ready state.

• Ideate, build, coordinate, and execute omni-channel campaigns focused on rapidly growing SHRM’s addressable audience and influence within the executive segment of the enterprise B2B space.

Account-Based Marketing

• Develop and execute ABM campaigns to optimize engagement within high value accounts

• Align marketing and sales in establishing account profiles and target personas; develop and maintain a database of named accounts and contacts to ensure campaigns are targeted to the right people

• Provide ongoing data and insights on target accounts and contacts within these accounts utilizing tools and resources to provide value to the business.

Sales & Marketing Operations

• Serve as connector between sales and marketing teams ensuring leads are handed off to sales team, adjusting marketing programs based on sales and marketing feedback loop, creating sales-enabling reports and dashboards, and maintaining consistent internal communication with sales associates.

• Develop communication templates, to be used by Sales Team, in mediums like email, phone and social media that increase new lead to open opportunity close ratio

Lead Generation

• Identify and monitor triggers that indicate when nurture-state leads are ready for sales hand off.

• Build, execute, and monitor campaigns designed to drive sales-ready leads directly to Sales Team.

• Identify opportunities for recapturing opportunity in the customer journey and leverage existing data signals to build and execute campaigns targeted at converting known contacts in the funnel.

Campaign Reporting

• Create dashboards, monitor channels and referral sources, and provide data-driven insights into campaign successes.

• Work with leadership to identify and report on key performance indicators for each campaign.

• Test, analyze, and translate data into clear insights and actionable recommendations. Adapt marketing strategies in real time.

• Customer Journey

• Build, own, and continuously monitor key customer journeys, based on lead source.

• Identify ongoing areas of improvement within each customer journey, from awareness to conversion to advocacy.

Education & Experience Requirements

• Bachelor’s degree or equivalent relevant work experience

• At least three (3) years of experience in a demand generation/ABM (account-based) role.

• Must be a self-starter, highly organized, intellectually curious and able to work well with data to support rationale for activities.

• Proven experience orchestrating omni-channel marketing strategies to engage and influence highly targeted audience segments in the B2B / B2C2B space.

• Knowledge and experience with marketing automation, CRM, data analysis, sales enablement, and account-based marketing technologies required.

• Excellent storyteller with a clear and concise communications style.

• Deep understanding of the B2B decision process, and executive-level communications.

• Proven experience orchestrating omni-channel marketing strategies to engage and influence highly targeted audience segments in the B2B space.

• Analytical mindset, with demonstrated ability to extract valuable insights from large quantities of data.

• Ability to work cross-functionally and interact with team members in other departments

• Proven project management skills in a fast-paced, unstructured environment.

Additional Notes

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 professional office environment and routinely uses standard office equipment.

• 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.

#LI-Hybrid

The hiring range for this position is $72,000 to $83,000 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

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• 1800 Duke St, Alexandria, VA 22314, USA