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SHRM Senior Analyst, Marketing Technology and Personalization in Alexandria, Virginia

Senior Analyst, Marketing Technology and Personalization

1800 Duke St, Alexandria, VA 22314, USA

Req #480

Tuesday, October 18, 2022

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.

The Sr. Analyst, Marketing Technology and Personalization, is responsible for the development and execution of personalized campaigns via customer data platforms and marketing automation solutions. This position partners closely with internal teams to define and launch campaigns across all available channels driving acquisition, conversion, retention and engagement. This position is also responsible for the development and management protocols and tools to continually monitor, report, and analyze personalization programs and campaigns on a regular basis.

Position Description

  • Support web and email personalization technologies by driving use case development to improve member experience across different channels.

  • Assist and support the marketing and web teams with the orchestration of personalization campaigns as well as in developing eligibility and priority rules for all use cases

  • Implement, manage and organize the data, insights and business rules in personalization technology like Salesforce Interaction Studio.

  • Architect and create an environment that will match both marketing and operational data to create meaningful insights.

  • Match lead segmentation and lead journey efforts to database segmentation creating targetable audience segmentation.

  • Design and develop scalable middleware applications to complete system integration gaps.

  • Leverage database segments to drive web personalization.

  • Identify/create opportunities and metrics to track and implement personalization.

  • Maintain an up-to-date understanding of technology and platforms and its abilities relating to data, and marketing automation.

  • Review and QA data from newly implemented technologies.

  • Drive technology development and optimization of marketing processes, systems, and infrastructure to enable the marketing team to scale.

  • Monitor feedback from the marketing and product team to improve processes by analyzing campaign performance and help teams with operational adjustments

  • Work closely with cross functional teams to onboard new technologies.

  • Work and collaborate with Marketing and tech team to standardize and develop reports.

  • Build complex database queries against Boolean, string, date, and integer database fields using AND, OR, NOT, EQUALS, and date logic operators. Build relational database queries using one-to-many and many-to-many relationships.

  • Communicate with technology and marketing teams on platform and database, field, changes.

  • Maintain marketing automation and personalization databases. Partner with IT and make sure integration points are working as designed. Upload missing data and/or partner with IT to set up new automated import processes. Work with external vendors as needed.

Position Qualifications

  • Required:

  • Over five (5) years of experience in marketing technologies and personalization space, and

  • Bachelor’s degree in Marketing, Business, Communications, or a related field is required (extensive experience with similar responsibilities will be considered in lieu of college degree)

  • Strong problem-solving skills

  • Conflict negotiation skills

  • Ability to troubleshoot HTML and CSS coding problems

  • Understating of basic programming concepts including variables, order of operations, logic operators, inner and outer database joins.

  • Preferred:

  • Experience with marketing automation and personalization technologies

  • Working experience with Salesforce Interaction Studio and Marketo

  • Exposure to predictive analytics and machine learning based recommendations


  • Google Analytics certification preferred

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 professional office environment and routinely uses standard office equipment.

  • Travel Required: Occasional 0-10%

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 Business Intelligence

  • Job Function Differentiated Pay

  • Pay Type Salary

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  • 1800 Duke St, Alexandria, VA 22314, USA