Senior Specialist, Marketing Audience Segment Job at SHRM in Alexandria

Senior Specialist, Marketing Audience Segment

1800 Duke St, Alexandria, VA 22314, USA

Req #1023

Monday, January 27, 2025

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 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 expertise in Marketo and Google Analytics.

Responsibilities:

• 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.

• Execute SHRM’s member acquisition, retention, and engagement strategy for this segment

• 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 and operations throughout the customer lifecycle.

• Drive continued innovation in evolving marketing programs to engage audience segment most effectively.

• Develops a deep understanding of target audiences.

• Adoption and expertise in SHRM’s marketing technology, automation, personalization, and customization tools and tracking including Marketo, Salesforce and more.

• Understanding of tactical implementation against budgets.

• 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.

• Lead across execution and tactics initiatives.

• Project management of integrated campaigns.

Education & Experience Requirements:

• Bachelor’s degree or equivalent relevant experience is required.

• 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 Marketo and marketing automation is required.

Certifications

• Preferred, Marketo and Google Analytics Certification.

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 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.

Additional Notes

• Must be able to perform essential duties satisfactorily with reasonable accommodations.

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 combination of office and conference settings and routinely uses standard office equipment.

#LI-Hybrid

The hiring range for this position is $83,000 to $95,000 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