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SHRM Senior Specialist, Event 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 Senior Specialist, Event Marketing will support and execute tactical initiatives that directly align with SHRM’s conferences strategy. This individual will develop and implement marketing campaigns to include segmentation, print direction and development, copy writing and messaging, email communications, digital marketing, web content and enhancement, brand management, reporting and metrics, and other advanced marketing activities.


Your Day:

  • Execute tactical conference marketing-related initiatives to help in achieving SHRM’s conference goal targets.

  • Develop conference marketing campaigns that leverage SHRM’s educational value propositions, compelling benefit messaging and proven conversion techniques, to achieve incremental response/ROI.

  • Serve as primary project manager for all conference marketing campaigns, and build consensus among key stakeholders from Events department.

  • Optimize prospect conversion strategies with own print and digital conferences initiatives, and leverage internal creative resources to deliver ad placements, SEO/SEM, and interactive campaigns while ensuring message and tone aligns with the SHRM brand and strategy.

  • Ensure that all projects are executed in alignment with respective conference marketing budgets.

  • Coordinate cross-functionally and with external contacts to ensure the SHRM conferences marketing plans are successfully carried-out and monthly and yearly objectives are achieved.

  • Using data from performance on emails and direct mail, continually optimize messaging for increased ROI, testing new approaches while maintaining brand standards.

  • Collaborate with outside vendors including photography and creative agency to conceptualize and execute marketing plan for annual conference.

  • Create market and discount codes for all conferences.

  • Design, project manage and execute the overall marketing campaign tactics to include, but not limited to: messaging; collateral design production; mailing schedules; mailing list segmentation; print and digital advertising campaigns; lead generation; e-mail marketing; outsourcing of projects with vendors; survey execution; and vendor selection.

  • Other duties as assigned.


Must Haves:

  • Bachelors degree.

  • 5-7 years’ experience in a Marketing or related field, with Direct Response Marketing experience required, in house or agency.

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

  • Direct mail and email marketing experience.

  • Experience with Google Analytics and/or email reporting.

  • Must be a team player and have experience leading and working on cross-functional team projects and managing budgets.

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

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

  • Strong analytical and organizational skills with attention to detail.

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

  • Ability to build consensus.

Let us know if you also have:

  • Marketing, Communications or similar.

  • Event Marketing or association experience.

  • Experience with Netsuite and CRM software.

Physical Demands

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.

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).

Job Locations US-VA-Alexandria

Job ID 2020-1469

Category Marketing