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SHRM Director, Membership Marketing in Alexandria, Virginia


By making the connection between brand and members, Marketing guides SHRM’s voice as the world's largest HR membership society. Marketing aids SHRM in serving HR professionals and the profession worldwide by driving a member-centric mindset and personalized member experiences that serve to generate greater lifetime value. By utilizing best practices, market research, competitive intelligence and analytics, Marketing develops strategies that leverage membership scale and positively impact SHRM’s strategic imperatives and business operating plan goals. Marketing programs drive membership growth, certification and recertification, professional development and financial margin objectives.

The Director, Marketing provides leadership for the organization’s membership growth program, developing and managing the strategy and tactical initiatives to drive incremental member engagement in key segments. This includes creating and communicating the value proposition for the young professionals, senior executives and SHRM’s Foundation. Additionally, this role is responsible for developing SHRM’s member acquisition, member retention and member engagement strategies for the traditional member as well as broadening the reach into other segments as appropriate. This position partners effectively with multiple stakeholders to develop and execute new initiatives that further enhance member lifetime value and metered products purchases.


Your Day:

  • Serves as key driver of member growth and value advocate, providing leadership for staff, and developing and managing department plans, campaigns and budgets as it relates to that area of accountability.

  • Assists in the development of SHRM's membership strategy through the lens of addressing the value proposition – addressing member needs and motivations.

  • Develops, executes and measures the impact of the marketing plan for the Young Professional and Student members. Implements research-based, compelling member offers aimed at increasing our members’ perception of the value SHRM provides, while reinforcing the importance of member engagement opportunities throughout the organization.

  • Oversees the integration of brand messaging throughout all campaigns. Aligning SHRM branded campaigns to membership strategies to showcase a cohesive message. Provide insight to the Comms team when member specific value/needs are highlighted or utilized.

  • Oversees the development of the marketing plans for SHRM affiliates supporting HR People & Strategy (executive segment) as well as SHRM Foundation’s acquisition (donor and member) and engagement strategies.

  • Supports Chapter/State Council relations efforts as they identify opportunities to engage members to support the membership objectives.

  • Supports segment and product marketing goals to identify opportunities and strategies to engage new and under-served current member segments.

  • Represents the organization to a variety of audiences, serving as speaker, facilitator and spokesperson.

  • Other duties as assigned.


Must Haves:

  • Bachelors degree in marketing or communications.

  • Ten years of professional experience in an association and/or membership organization with marketing, communications or member-facing functional responsibilities.

  • Five years in a management role.

  • Direct and digital marketing experience.

  • Working knowledge of the HR profession and its functional areas.

  • Proven success in managing high-performing teams, and an understanding of the membership association landscape, with a clear POV for its growth.

  • Excellent presentation skills, decision-making skills and problem-solving skills.

  • Experience with project management, with a strong ability to multi-task and adhere to tight deadlines.

  • Strong interpersonal, verbal, organizational, presentation and written communication skills.

  • Strong analytical and organizational skills with attention to detail.

  • Proficiency in Microsoft Office software applications—MS Word, Excel, Access, PowerPoint.

  • Ability to build consensus.

Let us know if you also have:

  • MBA or Masters in Marketing, Communications or similar.

  • Certified Association Executive (CAE) credential preferred.

  • Strong track record in strategic marketing, product marketing, digital marketing.

  • Experience with marketing automation software.

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Regularly required to sit; talk and hear, use hands to type, file, handle or feel. The employee is frequently required to reach with hands and arms. Occasionally required to stand; walk and stoop, kneel, crouch, or crawl. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading. May require ordinary ambulatory skills sufficient to visit other locations; or the ability to stand, walk, lift, carry and move light to medium weight. Requires good hand-eye coordination, arm, hand and finger dexterity, including ability to grasp, and visual acuity to use a keyboard, operate equipment and learn technical information. Light lifting is required. Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently, and/or a negligible amount of force to constantly move objects.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Work is regularly performed in a professional office environment and routinely uses standard office equipment. This job requires occasional travel 0-10%.

The Society for Human Resource Management is an equal opportunity employer (Minority/Female/Disabled/Veteran).

ACCESSIBILITY NOTICE: If you need a reasonable accommodation for any part of the employment process due to a physical or mental disability, please send an email to: or TDD (703) 548-6990.

Category Marketing