Senior Specialist, B2B2C Account Based Marketing

1800 Duke St, Alexandria, VA 22314, USA

Req #967

Tuesday, October 22, 2024

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.

AtSHRM, we are committed to making work,workersand 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 than340,000+ members, including HR professionals, business executives, and organizations, to lead as strategic business partners and effective stewards of workplace culture, business productivity, and employee engagement.

Summary

The B2B2C Senior Specialist, Account-Based Marketing at SHRM plays a pivotal role in designing and executing highly personalized Account-Based Marketing (ABM) campaigns aimed at engaging both B2B and B2C audiences. This position is instrumental in orchestrating multi-channel strategies that drive meaningful engagement and revenue growth. The Senior Specialist will collaborate closely with sales, marketing, and product teams to develop a unified and cohesive approach that aligns with organizational goals and delivers measurable results.

Primary responsibilities include:

• Design and execute ABM campaigns that engage both B2B and B2C audiences,leveragingAI-powered personalization to deliver tailored experiences across multiple channels.

• Utilize intent data and predictive analytics toidentifyhigh-potential accounts and target them with personalized content and outreach.

• Implement multi-channel orchestration for ABM, including email, social media, direct mail, and video, ensuring cohesive engagement across platforms.

• Create andoptimizeinteractive content experiences to capture valuable prospect data and nurture leads through the funnel.

• Collaborate with marketing, product, and sales teams to ensure campaign success and alignment in strategy.

• Develop and manage KPIs to measure campaign effectiveness, providing insights and recommendations for continuous improvement.

• Conduct market research to analyze trends, customer insights, and the competitive landscape, informing and refining ABM strategies.

• Lead A/B testing initiatives for campaign elements (e.g., messaging, creative assets) tooptimizeperformance and drive engagement.

• Generate detailed reports summarizing campaign performance, including engagement metrics, conversion rates, and ROI, to present to stakeholders.

• Enhance customer journey mapping toidentifytouchpoints and improve the overall customer experience.

• Train and mentor team members on best practices in ABM and AI-driven marketing techniques.

• Implement feedback loops with sales and customer-facing teams to refine targeting and messaging based on real-world interactions.

• Strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.

• Stayup-to-dateon ABM trends, conversational marketing, and AI-driven demand generation.

Overall Education & Expertise :

• Bachelor’s degree in marketing, business, or a related field.

• 5+ years of experience in ABM or demand generation.

• Expertisein AI-powered tools, intent data platforms, and predictive analytics.

• Experience with content personalization, interactive content creation, and multi-channel orchestration.

• Expertisein AI-powered personalization, marketing automation, and CRM tools like HubSpot, Marketo, and Salesforce.

• Familiarity with intent data platforms like 6sense,RollWorksBombora.

• Strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.

• Experience managing interactive content formats and creating content hubs for nurturing prospects.

Additional Notes

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.

• Travel is required 0-10% of the time.

#LI-Hybrid

The hiring range for this position is $75,000 to $100,000 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