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SHRM Specialist, Marketing Audience Segment in Alexandria, Virginia

Specialist, Marketing Audience Segment

1800 Duke St, Alexandria, VA 22314, USA

Req #191

Thursday, October 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 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.

Your Day:

  • 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

Must Haves:

  • 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

  • Marketing automation

  • 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.

  • 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

Physical Requirements

  • 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.

Work Environment

  • 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.

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
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