Specialist, B2C Marketing

Summary 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.  To motivate the audience to action this role requires strong marketing storytelling, reporting and optimization, and ability to use Marketo, Salesforce (Integration Studio, Community Cloud, etc.), and Google Analytics.  You will create storytelling content and marketing assets connected to brand campaigns, product marketing and evergreen membership pushes tailored for a distinct audience within the SHRM ecosystem.   Responsibilities Deploy the tactical marketing execution of integrated marketing plan – digital and traditional – across the marketing mix in an omni-channel approach. Drive loyalty and preference with audience creating high CLV. Write and create marketing collateral, such as emails, banner ads, direct mailers, call scripts, etc., that drives the audience to action – click, buy, etc.  Build email lists, create emails, and nurture leads through written communications. Ensure design and layout of emails are optimized, user, and mobile-friendly. Execute SHRM’s member acquisition, retention and engagement strategy for this segment while also looking for cross-sell or upsell opportunities to meet product revenue goals. Work within SHRM’s audience-centricity model to understand audience behaviors, content consumption, and market need – use data to optimize marketing efforts across channels to increase conversion and engagement. Create a strong relationship between marketing and the sales team and understand how marketing tactical deployment creates awareness, demand and leads for the sales team. Analyze and translate data into clear insights and actionable recommendations – must understand how to use GA (Google Analytics). Execute marketing automation campaigns and operations throughout the customer lifecycle. Adoption and expertise in SHRM’s marketing technology, automation, personalization, and customization tools and tracking including Marketo, Salesforce, Interactive Studio, Community Cloud, Cobalt, Trello and more. Match customer insights with SHRM’s content, resources, products, services, events and solution-minded offerings. Bundle and package product offering to increase customer demand. Project management including timelines, deliverable tracking, and performance across channels mapped back to each campaign. Drive programs with elements of SEO/SEM, social media, paid media, display advertising, digital marketing, partnerships, email marketing, and owned channels. Partner with creative, editorial, communications, research, government affairs, knowledge center, education, certification and other internal stakeholders.   Education & Experience Requirements Education: Bachelor’s degree or equivalent relevant experience is required. Experience: At least 3 years of progressively complex experience in marketing. Experience with email copywriting, using messaging to convert. Experience with Google Analytics and marketing reporting- pulling data, analysis, and optimization recommendations. Experience with Marketo, Salesforce and marketing automation tools.   Knowledge, Skills & Abilities 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, product sales, and using content to convert. Strong problem-solving skills. Marketing automation. Digital marketing tactics including email marketing. 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.   Certifications Certification(s) in Marketo, Salesforce, and/or Google Analytics preferred.   Physical Requirements This position operates in a typical office environment and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include: Prolonged periods of sitting at a desk and working on a computer. Frequent use of hands and fingers for typing, handling documents, and using office equipment. Occasional standing, walking, bending, and reaching. Ability to lift and carry up to 30 pounds as needed. Clear verbal and written communication skills for effective interaction with colleagues and stakeholders.   Work Environment Hybrid Position (3 Days In-Office, 2 Days Remote): This position follows a hybrid work schedule, requiring in-office presence [three days per week] and remote work [two days per week]. Core work hours will be designated by the department.  The office environment includes a standard workstation setup with collaborative spaces, while remote work requires a reliable high-speed internet connection and a suitable home workspace. Employees must maintain availability during standard business hours and adhere to company policies for both in-office and remote work. Travel: 20 - 30% #LI-Hybrid   The hiring range for this position is $68,000 to $80,000 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.

Salary : $68,000 - $80,000