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SHRM Senior Director, Content Strategy and Brand Management in Alexandria, Virginia

Senior Director, Content Strategy and Brand Management

1800 Duke St, Alexandria, VA 22314, USA

Req #529

Sunday, January 22, 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 applies an audience-centric model to its operations. In this role you will lead our global brand, our branded storytelling across our strategic audience segments and marshal forward our brand ethos. Our brand is the reflection of our mission to build a better world of work for all.

The Senior Director of Brand Management and Content Strategy creates SHRM’s global brand strategy, designs storytelling campaigns across national TV ads & omni-channel execution, drives SHRM’s content curation and content marketing strategy, and supports SHRM’s business goals through powerful multi-touch opportunities across paid, earned, owned and social channels. This role harnesses an intense understanding of audience insights and behaviors, messaging to create behavior change, and branding principles to deliver on targeted strategies. The Senior Director role manages the front-end strategy, back-end strategy, and workflow governance of SHRM’s content strategy. Front-end is about the user experience and user journey, focusing on how the content looks and feels for the audience or customer. This role deeply understands personas, user needs and how to consistently deliver content that serves those needs. Back-end is more technical and focuses on content as data, and considers how content is structured, scaled, stored, and retrieved, and makes recommendations for how to best use technology and in partnership with BI and other teams.

The Senior Director of Brand Management and Content Strategy 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. The senior director manages the brand strategy and strategic use of logos, icons, and messages as one branded house across departments, activations, and networks. Activities may include but not limited to integrated marketing programs, commercial programs (concepting, ideation, master brand story, production, as well as TV and digital ad buys), PR campaigns, thought leadership around the brand, as well as all content created to drive SHRM’s mission of creating better workplaces for a better world by increasing membership, renewals, production adoption and event attendance.


  • Be a key driver delivering the brand’s ambition and business goals

  • Has a deep understanding of the business and how it comes to life across all campaigns and pieces of content and serves as a bridge between goals, strategy, and execution.

  • Partner with market research to understand SHRM’s brand value and health in support of SHRM’s audience-centricity model.

  • Leadcompany 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

  • Conceptualize and manage the creation of new brands, sub-brands and integration brands from M&A within our branded house architecture including message maps

  • Manage cohesive brand alignment in all deliverables, with a specific focus on direct and digital marketing as well as support messaging for SHRM’s events, social media, and external relations

  • Define and implement brand strategy and developing the marketing and brand activation plans aligned with SHRM’s business development objectives

  • Collaborate on executive visibility with communications and the positioning of other SHRM speakers as ambassadors of the brand

  • Accountable for the planning execution of all components of the approved strategy and integrated brand plans including leading the brand agency in concepting and commercial filming and flighting

  • Partner with Audience Insights Center of Excellence (AICOE) in collaboration with other key stakeholders to uncover and develop consumer insights, monitoring and taking advantage of a market and consumer research/trends across key audience segments and growth markets

  • 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

  • Maximize efficiency and deliverables across the front-end and back-end of content strategy

  • Establish content workflow, management and governance including feedback loops via a center of excellence team

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

  • Be a strategic partner to Public Affairs, Marketing, Global and Enterprise Sales, Finance, Integrated Communications, Events, Research, and Editorial

  • Analyze competitive data to determine overall impact of programs and generate ideas / needs for brand moving forward

  • Measure and drive demonstrable business results and ROI through brand building

· Manage budget assigned and appropriately execute against the budget

· Stay 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

· Mentors and leads a team of brand and content professionals, collaborating 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 .

  • Other duties and projects as assigned.

Education & Experience Requirements

  • Bachelor’s Degree in related field, previous experience in building a content engine and brand marketing

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

  • At least 5 years of experience in a fast-paced marketing agency or within the marketing division of a world-class, well-known brand, preferably with demonstrated understanding of how brand marketing drives ecommerce on the B2B and B2C sides of the house.

Knowledge, Skills & Abilities

  • Deep understanding of content marketing tailored for audience segments – ability to apply consumer insights to improve campaigns (targeting, delivery, and performance)

  • Understanding of creative ideation, filming, production, editing and flighting (paid media linear and OTT) of national commercials

  • Deep understanding of concepting and executing brand activations and PR stunts

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

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

  • Strong project management 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; lead with bold purpose while collaborating fiercely with a high degree of accountability

  • Self-starter attitude, entrepreneurial spirit, and ability to move quickly in a fast-paced environment

  • Excellent written, verbal, and virtual communication skills

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

  • Content development (content marketing) background, preferably with experience in an agency environment or at a major brand

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

  • Creativity and initiative; Bold and curious sense of purpose

  • Ability to represent SHRM appropriately and positively to external constituents

  • Exemplary organizational skills, judgment, ability to balance multiple priorities with attention to detail, and adherence to deadlines

  • Comfortable providing clear, concise reporting to stakeholders & executive management

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

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 expected 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.

Other details

  • Job Family Marketing

  • Pay Type Salary

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  • 1800 Duke St, Alexandria, VA 22314, USA