SHRM Specialist, Marketing Audience Segment in Alexandria, Virginia
Specialist, Marketing Audience Segment
1800 Duke St, Alexandria, VA 22314, USA
Friday, January 13, 2023
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 support a specific audience segment that plays a role in the world of work. Across each Marketing Audience Segment Team, you will operationalize and execute acquisition, retention, engagement and product marketing. In order to motivate the audience to action this role requires strong marketing storytelling, reporting and optimization, and ability to use Marketo, SalesForce (Integration Studio, Community Cloud, etc.), and Google Analytics. You will create storytelling content and marketing assets connected to brand campaigns, product marketing and evergreen membership pushes tailored for a distinct audience within the SHRM ecosystem.
Deploy the tactical marketing execution of integrated marketing plan – digital and traditional – across the marketing mix in an omni-channel approach
Drive loyalty and preference with audience creating high CLV
Write and create marketing collateral, such as emails, banner ads, direct mailers, call scripts, etc., that drives the audience to action – click, buy, etc.
Build email lists, create emails, and nurture leads through written communications
Ensure design and layout of emails are optimized, user, and mobile-friendly
Execute SHRM’s member acquisition, retention and engagement strategy for this segment while also looking for cross-sell or upsell opportunities to meet product revenue goals
Work within SHRM’s audience-centricity model to understand audience behaviors, content consumption, and market need – use data to optimize marketing efforts across channels to increase conversion and engagement
Create a strong relationship between marketing and the sales team and understand how marketing tactical deployment creates awareness, demand and leads for the sales team
Analyze and translate data into clear insights and actionable recommendations – must understand how to use GA (Google Analytics)
Execute marketing automation campaigns and operations throughout the customer lifecycle
Adoption and expertise in SHRM’s marketing technology, automation, personalization, and customization tools and tracking including Marketo, SalesForce, Interactive Studio, Community Cloud, Cobalt, Trello and more
Match customer insights with SHRM’s content, resources, products, services, events and solution-minded offerings. Bundle and package product offering to increase customer demand
Project management including timelines, deliverable tracking, and performance across channels mapped back to each campaign
Drive programs with elements of SEO/SEM, social media, paid media, display advertising, digital marketing, partnerships, email marketing, and owned channels
Partner with creative, editorial, communications, research, government affairs, knowledge center, education, certification and other internal stakeholders
Bachelor’s degree or equivalent relevant experience is required
At least 3 years of progressively complex experience in marketing
Experience with email copywriting, using messaging to convert
Experience with Google Analytics and marketing reporting- pulling data, analysis, and optimization recommendations
Experience with Marketo, SalesForce and marketing automation tools
Deep understanding of content marketing tailored for audience segments – ability to apply consumer insights to improve campaigns (copywriting, targeting, delivery and performance)
Customer lifecycle marketing including demand generation, product sales, and using content to convert
Strong problem-solving skills
Digital marketing tactics including email marketing
High level of responsiveness and ability to adapt to change
Experience with digital tools 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
Strong attention to detail
Lead with bold purpose while collaborating fiercely with a high-degree of accountability
Appetite to innovate, fail-fast, and be smart & curious
Preferred certification in Marketo, certification in SalesForce, Google Analytics Certification
Must be able to perform essential duties satisfactorily with reasonable accommodations.
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.
Must be able to perform essential duties satisfactorily with reasonable accommodations
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.
Travel Required: Moderate 20-30%
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.
Job Family Marketing
Job Function Performance Marketing & Comm
Pay Type Salary
- 1800 Duke St, Alexandria, VA 22314, USA