Senior Specialist, B2C Demand Generation

1800 Duke St, Alexandria, VA 22314, USA

Req #966

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 B2C Demand Generation Senior Specialist supports SHRM's initiatives to drivedemandand nurture leads within the B2C segment. This role involves managing digital marketing campaigns across channels such as email, social media, and paid advertising. The specialist willoptimizelanding pages for conversion, analyze performance metrics, and ensure smooth marketing automation workflows.

The ideal candidate is data-driven and creative, balancing tactical execution with strategic thinking to meet immediateobjectiveswhile aligning with SHRM's broader marketing goals. Collaboration with cross-functional teams is essential to develop compelling content and messaging that resonates with our audience and adapts to evolving market trends.

Primary responsibilities include:

• Execute andoptimizeB2C demand generation campaigns across digital channels, including email, social media, and paid media,leveragingAI-powered tools for personalized outreach.

• Use behavioral and intent data to refine audience segmentation and improve lead qualification processes.

• Implement conversational marketing strategies using chatbots and real-time personalization to engage prospectseffectively at key stages of the buyer’s journey.

• Develop and manage interactive content such as quizzes and personalized videos, capturing valuable zero-party data to enhance audience insights.

• Collaborate with product teams to ensure alignment in messaging and targeting across all campaigns.

• Optimizethe customer journey by orchestrating multi-channel campaigns andutilizingpredictive analytics to improve lead scoring and conversion rates.

• Monitor campaign performance metrics,providingactionable insights to inform future strategies and enhance ROI.

• Stay informed about industry trends and emerging technologies to continuously improve demand generation efforts andmaintaina competitive edge.

Overall Education & Expertise :

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

• 5+ years of experience in B2C demand generation or digital marketing.

• Strongproficiencyin AI-driven tools, marketing automation platforms (HubSpot, Marketo), and predictive analytics.

• Experience with interactive content creation, conversational marketing, and video marketing trends.

• 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