Segment Marketing Manager

1800 Duke St, Alexandria, VA 22314, USA

Req #53

Wednesday, November 18, 2020

At SHRM, we are committed to making work, workers and workplaces better through insights-driven policy solutions, learning and development, thought leadership and research. We are shaping the ways employers and employees thrive together. SHRM is empowering our more than 300,000+ members, including HR professionals, business executives, and people managers, to lead as strategic business partners and effective stewards of workplace culture, business productivity, and employee engagement.

SHRM marketing applies an audience-centric model to its operations. In this role you will be the voice and owner of an audience segment. You will operationalize the brand strategy to create relevance and motivate the audience to action. You are responsible for the audience segment across their consumer experience with SHRM by planning integrated marketing tactics, executing, measuring and optimizing. This position is responsible for the customization and personalization of content as well as bundling product offerings to meet the need of the audience. Intense understanding of audience insights and behaviors as well as marketing technology and enablement tools is required. This position will acquire members, engage them, upsell, and ensure a high satisfaction rate of performance.

Your Day:

• Owns the consumer journey for People Manager segment as the voice, strategist and deployment expert

• Drives loyalty and preference with audience creating high CLV

• Create 5-year growth roadmap and annual integrated marketing plan including development of advertising campaigns with agency partners including digital, social, and traditional media and creative

• Implements a new Go-to-Market Plan for audience segment

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

• Has a deep understanding of the business and how it comes to life across all campaigns and pieces of content out to the specific audience

• 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 most effectively engage audience segment

• Develops a deep understanding of target audiences and competitor activities in the market

• Adoption and expertise in SHRM’s marketing technology, automation, personalization, and customization tools and tracking including Marketo, SalesForce, Interactive Studio, Community Cloud, Cobalt and more

• Day to day budget management

• Analyze business and marketing data to identify key drivers, mechanics and associated dependencies for driving conversion, product adoption, retention, and cross-sell.

• Stays abreast of workplace trends, HR industry shifts, and how consumer habits are changing and designs new ideas for content delivery & activation ahead of these fluctuations

• Mentors and leads a team of marketers while collaborating across the organization

• Bundling, product adoption and revenue growth across events, learning systems, certification, SHRM Store and other product categories

Must Haves:

• Bachelor’s degree or equivalent relevant experience is required

• At least 8 years of progressively complex experience in marketing

• Experience with demand generation, personalization, customization and audience-centricity is required

• Experience with Marketo, SalesForce and marketing automation is required

• Deep understanding of content marketing tailored for audience segments – ability to apply consumer insights to improve campaigns (targeting, delivery and performance)

• High level of responsiveness and ability to adapt to change

• Lead with bold purpose while collaborating fiercely with a high-degree of accountability

• Experience with digital tools, like Marketo and Salesforce 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

• Go-to-market strategy

• Customer lifecycle marketing including demand generation manager, product sales, and using content to convert

• Strong problem-solving skills

• Appetite to innovate, fail-fast, and be smart & curious

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

• Candidates must have a proven commitment to SHRM's six Guiding Principles:

• Bold Purpose

• Excellence & Accountability

• Flexibility & Agility

• Smart & Curious

• Collaborative Openness

• Push Back to Move Forward

Physical Requirements

• Work is generally performed 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 an office and routinely uses standard office equipment. The role is based in the Alexandria, VA headquarters of SHRM. It may require the maintenance of home office and proximity to an airport for work related travel.

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 Marketing

• Pay Type Salary

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• 1800 Duke St, Alexandria, VA 22314, USA