Director of B2B Performance Marketing

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.

Director of B2B Performance Marketing

The Director of B2B Performance Marketing at SHRM is a strategic leadership role responsible for developing and executing innovative marketing initiatives that deepen the understanding of corporate buyers as an audience. This role requires a data-driven approach to analyze the needs of HR professionals, L&D leaders, and business executives who are focused on modernizing HR practices, training their workforce, and transforming inclusive leadership practices within their organizations. The ideal candidate will be a seasoned B2B marketing professional with extensive experience in creating integrated campaigns, sales enablement strategies, and collaborating with both cross-functional marketing teams and sales representatives. Success in this role will be defined by the ability to influence business decision-makers, often within a buying committee, through data-driven insights, compelling storytelling, and multi-channel marketing approaches.

This position requires a balance of strategic vision and hands-on execution, with an emphasis on digital, email, account-based marketing (ABM), nurture opportunities, and sales enablement for SHRM's B2B products and services. The successful candidate will bring deep expertise in B2B marketing strategies, including lead generation, sales pipeline optimization, group event marketing, customized onsite packages, and client engagement. You will play a key role in advancing SHRM's mission by boosting brand visibility among corporate stakeholders and driving measurable business outcomes.

This role will have a dual reporting line into the B2B team under the leadership of SHRM Chief Commercial Officer and into the marketing strategy team under the leadership of SHRM Senior Director of Integrated Marketing.

Key Responsibilities

Strategic Marketing Leadership

• Develop and implement a comprehensive B2B marketing strategy aligned with SHRM's mission, focused on driving sales pipeline growth, increasing the share of wallet for current clients, retention and customer lifetime cycles.

• Design and execute marketing campaigns that influence HR leaders and decision-makers, leveraging ABM, digital advertising, and strategic partnerships.

• Oversee the integration of marketing strategies to support product adoption and lifecycle management across SHRM's suite of B2B services.

• Apply data-driven insights to continuously optimize marketing strategies and ensure they align with evolving market needs and challenges.

Sales Enablement & Collaboration

• Develop product marketing strategies in partnership with the education, product, and sales teams to enhance product positioning for key B2B Buyer audiences.

• Partner with the brand and cross-functional marketing teams to develop and deliver tools, resources, and campaigns to empower sales success, including informing strategy for lead scoring, segmentation, and tailored content strategies.

• Establish a feedback and reporting loop with sales teams to refine marketing tactics and improve campaign effectiveness, lead quality and conversion rates.

Omni-Channel Campaign Execution

• Spearhead marketing campaign initiatives, leveraging marketing automation tools (e.g., Marketo) to build targeted email campaigns, sequences, and track performance.

• Optimize marketing channels, including email, paid search, social media, and webinars, ensuring measurable ROI.

• Collaborate with sales enablement teams on integrated CRM strategies to ensure accurate lead assignment, tracking, and reporting, fostering alignment between marketing and sales.

Innovation & Technology Integration

• Stay ahead of digital marketing innovations, including AI, automation, and analytics tools, to improve campaign effectiveness, optimize workflows, and ensure the use of best-in-class technologies.

• Evaluate emerging technologies and platforms to enhance SHRM's marketing capabilities, with a focus on efficiency and scalability.

Team Leadership

• Lead and mentor a high-performing marketing team, fostering innovation, accountability, and continuous improvement.

• Champion a culture of data-driven decision-making, leveraging analytics to refine strategies and improve marketing performance.

Event Marketing

• Drive enterprise attendance and engagement at industry events and SHRM-hosted conferences, creating unique value propositions for corporate stakeholders.

• Develop pre and post-event marketing plans to capitalize on engagement and expand current client relationships as well as foster new opportunities.

Content Strategy & Thought Leadership

• Develop and execute content strategies that position SHRM as a thought leader in the HR and workforce development space, creating valuable, relevant content to attract and engage corporate decision-makers.

• Collaborate with the content team to create compelling case studies, white papers, blogs, and webinars that educate and influence the corporate buyer.

Budget & Analytics

• Manage a multi-million-dollar marketing budget, ensuring resource allocation aligns with revenue goals and growth strategies.

• Monitor campaign performance, providing insights and recommendations to optimize outcomes.

• Leverage advanced analytics tools to measure the impact of marketing activities on the sales pipeline and business growth.

Brand & Market Positioning

• Position SHRM as the leading partner for HR leaders in adopting innovative solutions, including AI, workforce transformation, and I&D initiatives.

• Stay abreast of B2B marketing trends and competitive landscape, ensuring SHRM's strategies remain cutting-edge and effective.

Technical Skills

This role combines strategy with technical martech skills. Required specific technology requirements include proficiency in at least two of these platforms with the ability to develop further capabilities .

• Adobe Experience Cloud

• Marketo Preferred, Hubspot

• Salesforce

• 6Sense/Rollworks

• Bombora

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 B2B marketing and having led a marketing team in partnership with a sales team.
• Experience with Marketo or similar marketing automation platforms is required plus tools like Rollworks or an ABM platform and Salesforce 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 B2B 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 including sales data and pipelines.
• Experience in managing large-scale projects and initiatives with multiple stakeholders.
• A proactive mindset with a passion for continuous learning and innovation in marketing practices.

#LI-Hybrid

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. 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 - Products
• Pay Type Salary

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