SHRM
Director, Performance Marketing B2C
SHRM, Alexandria, Virginia, us, 22350
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.
The Director of Performance Marketing B2C at SHRM is a key leadership role responsible for shaping and executing the organization’s strategic marketing vision. This position is ideal for a seasoned marketing professional with a strong track record in creating and implementing integrated marketing strategies. This role will develop and execute individual-focused marketing campaigns and PR strategies to influence the audience of HR Students, HR Professionals, HR Executives, and related stakeholders. This role blends creative PR storytelling with hands-on marketing expertise, with an emphasis on digital, email, print, and IRL channels. The ideal candidate will excel at influencing consumer audiences, managing multi-channel campaigns, and driving measurable results. You will spearhead promotions, optimize digital outreach, and elevate the brand’s visibility through strategic marcom efforts. The ideal candidate will leverage their expertise in membership marketing, product marketing, event marketing, and customer engagement to enhance SHRM’s brand visibility and drive meaningful impact.
Key Responsibilities:Develop and implement an overarching marketing strategy that aligns with SHRM's mission and goals, emphasizing innovative approaches to enhance brand visibility and reputation.Craft compelling narratives to engage consumer audiences, leverage digital content, create influencer partnerships, and deploy omnichannel tactics to shape brand perception and drive conversions.Drive action on personalization and customization routed in data, managing lists and collaborating with our business intelligence unit.Lead and mentor a dynamic marketing team, fostering a culture of creativity and high performance.Oversee product marketing initiatives, ensuring integrated strategies that support product launches and lifecycle management.Spearhead event marketing activities, driving attendance and engagement at key industry events, conferences, and seminars.Utilize deep market insights and analytics to inform strategic decisions and optimize marketing efforts.Collaborate cross-functionally with internal teams and external partners to ensure cohesive and effective marketing campaigns.Manage a multi-million dollar complex marketing budget, demonstrating financial acumen to maximize ROI.Drive digital transformation initiatives within the marketing department, ensuring cutting-edge technologies are leveraged to optimize reach and engagement.Lead the development and implementation of content marketing strategies, delivering high-quality, value-driven content that aligns with brand messaging.Monitor competitive landscape and emerging market trends to ensure SHRM remains at the forefront of the industry.
Qualifications:Bachelor's degree in Marketing, Business Administration, or a related field; MBA or advanced degree preferred.A minimum of 10 years of progressive marketing experience, with a strong emphasis on strategic leadership and vision.Proven expertise in product marketing and event marketing.Experience with Marketo or similar marketing automation platforms is required.Exceptional strategic thinking, with the ability to anticipate market trends and adapt strategies accordingly.Strong leadership and communication skills, capable of influencing and inspiring diverse teams.Demonstrated success in digital marketing, including SEO, SEM, social media, and content marketing.Strong analytical skills, with the ability to interpret complex data and translate insights into actionable strategies.Experience in managing large-scale projects and initiatives with multiple stakeholders.Certification in digital marketing, project management, or a related discipline is advantageous.A proactive mindset with a passion for continuous learning and innovation in marketing practices.
Physical Requirements:Must be able to perform essential duties satisfactorily with reasonable accommodation.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.Expected travel is 0-10% of the time.
The hiring range for this position is $130,000 to $150,000 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, including 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.
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The Director of Performance Marketing B2C at SHRM is a key leadership role responsible for shaping and executing the organization’s strategic marketing vision. This position is ideal for a seasoned marketing professional with a strong track record in creating and implementing integrated marketing strategies. This role will develop and execute individual-focused marketing campaigns and PR strategies to influence the audience of HR Students, HR Professionals, HR Executives, and related stakeholders. This role blends creative PR storytelling with hands-on marketing expertise, with an emphasis on digital, email, print, and IRL channels. The ideal candidate will excel at influencing consumer audiences, managing multi-channel campaigns, and driving measurable results. You will spearhead promotions, optimize digital outreach, and elevate the brand’s visibility through strategic marcom efforts. The ideal candidate will leverage their expertise in membership marketing, product marketing, event marketing, and customer engagement to enhance SHRM’s brand visibility and drive meaningful impact.
Key Responsibilities:Develop and implement an overarching marketing strategy that aligns with SHRM's mission and goals, emphasizing innovative approaches to enhance brand visibility and reputation.Craft compelling narratives to engage consumer audiences, leverage digital content, create influencer partnerships, and deploy omnichannel tactics to shape brand perception and drive conversions.Drive action on personalization and customization routed in data, managing lists and collaborating with our business intelligence unit.Lead and mentor a dynamic marketing team, fostering a culture of creativity and high performance.Oversee product marketing initiatives, ensuring integrated strategies that support product launches and lifecycle management.Spearhead event marketing activities, driving attendance and engagement at key industry events, conferences, and seminars.Utilize deep market insights and analytics to inform strategic decisions and optimize marketing efforts.Collaborate cross-functionally with internal teams and external partners to ensure cohesive and effective marketing campaigns.Manage a multi-million dollar complex marketing budget, demonstrating financial acumen to maximize ROI.Drive digital transformation initiatives within the marketing department, ensuring cutting-edge technologies are leveraged to optimize reach and engagement.Lead the development and implementation of content marketing strategies, delivering high-quality, value-driven content that aligns with brand messaging.Monitor competitive landscape and emerging market trends to ensure SHRM remains at the forefront of the industry.
Qualifications:Bachelor's degree in Marketing, Business Administration, or a related field; MBA or advanced degree preferred.A minimum of 10 years of progressive marketing experience, with a strong emphasis on strategic leadership and vision.Proven expertise in product marketing and event marketing.Experience with Marketo or similar marketing automation platforms is required.Exceptional strategic thinking, with the ability to anticipate market trends and adapt strategies accordingly.Strong leadership and communication skills, capable of influencing and inspiring diverse teams.Demonstrated success in digital marketing, including SEO, SEM, social media, and content marketing.Strong analytical skills, with the ability to interpret complex data and translate insights into actionable strategies.Experience in managing large-scale projects and initiatives with multiple stakeholders.Certification in digital marketing, project management, or a related discipline is advantageous.A proactive mindset with a passion for continuous learning and innovation in marketing practices.
Physical Requirements:Must be able to perform essential duties satisfactorily with reasonable accommodation.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.Expected travel is 0-10% of the time.
The hiring range for this position is $130,000 to $150,000 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, including 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.
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