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SHRM Director of Brand Management in Alexandria, Virginia

Director of Brand Management

1800 Duke St, Alexandria, VA 22314, USA

Req #169

Monday, June 7, 2021

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 become deeply invested in our brand and storytelling across our strategic audience segments. Our brand is the reflection of thought leadership, research and unique integrated campaigns coming to life to ultimately build a better world of work for all. The Director of Brand Management understands what audiences want and need from SHRM and asks “what if” to create inspiration and aspirational campaigns that makes audiences think, feel and ultimately act differently at work.

As a senior member of SHRM’s brand and marketing team, the Director of Brand Management creates SHRM’s global brand strategy, designs storytelling campaigns across national TV ads & omni-channel execution, defines SHRM’s reputation, and supports SHRM’s business goals through powerful multi-touch opportunities across paid, earned, owned and social channels. This position manages the brand strategy and strategic use of logos, icons, and messages as one branded house across departments, activations, and networks. This position also harnesses an intense understanding of audience insights and behaviors, messaging to create behavior change, and branding principles to deliver on targeted strategies.

Your Day:

  • Responsible for company level brand strategy and campaign development, including brand value proposition and advertising; blending online and offline strategies to create a holistic experience of the brand.

  • Stays abreast of workplace trends, HR industry shifts, and how consumer habits are changing and designs new ideas for content delivery & activation ahead of these fluctuations.

  • Directs the implementation a new Go-to-Market Plan.

  • Responsible for End to End Campaign development that include but not limited to strategy, targeting and segmentation, execution, and measurement.

  • Uphold the SHRM brand and conveyance of appropriate tone, purpose, & voice across all six priority audiences.

  • Operationalize SHRM’s audience-centricity model and partner with analytics to constantly monitor and optimize segment’s engagement, consumer trends, growth markets, and the brand overall.

  • Collaborate on product launch strategy, brand themes and initiatives from initial launch strategy through promotional and post-launch follow up to achieve brand visibility, and new audience introductions of the brand.

  • Think of out-of-the-box ways to activate against key events, social media, influencers, event/pop-up activations, partnerships, email, and new channels to maximize membership applications and new revenue opportunities for SHRM – driving the brand experience across new and existing audiences.

  • Mentors and leads a team of about ten brand professionals and collaborates across the organization.

  • Leads within a matrix organization, collaborates, inspires and is able to align resources to identified critical needs / requirements to building brand implementation plans.

  • Lead the paid media team and agency to define and execute media plans including TV, digital and social media in line with brand priorities and guidelines – maximizing efficiency and deliverables.

  • Manages budget assigned and appropriately execute against the budget.

Must Haves:

  • Bachelor’s Degree in related field or equivalent relevant experience

  • At least 10 years of progressively complex experience in PR, brand, or marketing.

  • Lead with bold purpose while collaborating fiercely with a high degree of accountability.

  • Voracious consumer of current events and an ability to see how our brand position needs to evolve and lead.

  • Appetite to innovate, fail-fast, and be smart & curious.

  • Strong project management and problem-solving skills; impeccable attention to detail, organization, prioritization, and analytic skills with a proven ability to multi-task and manage complexity.

  • Strong leadership ability with experience working in a cross-functional team that strives to create a bold purpose daily.

  • Experience /knowledge in digital & social media platforms.

  • Persuasive communications skills, excellent written, verbal, and virtual communication skills.

  • Proven interpersonal skills with strong coaching and leadership skills for team development.

  • General understanding of marketing technology a plus, i.e. website functionality and digital marketing best practices, plus knowledge of SEM, SEO & mobile & leveraging social media to expand brand.

  • Candidates must have a proven commitment to SHRM's six Guiding Principles:

  • Bold Purpose

  • Excellence & Accountability

  • Flexibility & Agility

  • Smart & Curious

  • Collaborative Openness

  • Push Back to Move Forward

Let Us Know if You Have:

  • MBA

  • PR or marketing agency background; experience working at or for a brand; ideation experience translating an audience insight into platform including TV commercials, interactive elements, and a full marketing campaign.

  • Digital Skills, Paid Media, Brand Strategy, Integrated Storytelling.

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 Marketing

  • Pay Type Salary

Apply Now

  • 1800 Duke St, Alexandria, VA 22314, USA
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