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SHRM Specialist, Program Marketing in Alexandria, Virginia


With its primary focus on SHRM's mission as the world's largest HR membership society, and through implementation of marketing best practices, insightful market research, competitive intelligence and analytics, the Marketing division directly supports the Society's strategic imperatives and business operating plan goals including, but not limited to: membership growth, financial margin objectives, global revenue growth, California strategy, certification, and senior-segment engagement, and conference & seminar registration. Responsible directly and indirectly for more than 60% of the organization's revenue, the team works collaboratively within each department, division, unit and cross-organizationally to promote the strength of the SHRM brand and the voice of the customer through its thought leadership and 40+ metered and non-metered product lines. Under the leadership of the Chief Marketing Officer we strive for organizational, professional and personal success and create opportunities for continued learning and development in a culture of transparency, respect, collaboration, creativity, flexibility, innovation, and fiscal responsibility -- always with our members' interests and organizational values in mind.

With core focus on promotion of information, products and services that drive member involvement and increase lifetime value, the Marketing Specialist manages the creation and distribution of promotional materials, print and digital advertising, for various SHRM educational products and value add products and services as assigned. Under the direction of the Manager, Product Marketing, the Specialist initiates, support and manage the marketing strategy as outlined by the manager and key stakeholders, and is responsible for achieving key metrics, program or sales goals and demonstrating the ROI and effectiveness of the marketing campaign to the internal client.


Your Day:

  • Assist Marketing Manager in creating and executing overall marketing strategy to produce actionable leads for assigned products and reach product sales goals.

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

  • Provide analytics and updates on KPIs on a regular basis through Product Marketing’s tracking documents so reporting may be provided to internal clients.

  • Collaborate with internal stakeholders on a regular basis to ensure product information is current and up-to-date for all promotions.

  • Produce copy for brochures, e-mails, digital ads and other printed materials in conjunction with marketing manager and copywriter.

  • Write, design and execute e-mail blasts to fulfill e-mail campaigns for each product using provided e-mail service provider.

  • Responsible for internal promotions on marquee placements, SHRM e-newsletters, cross-promotional placements with other SHRM departments and placement verification and tracking for marketing programs and products.

  • Coordinate with digital marketing team on social media placements. This includes creating design and copy, placement verification and tracking results.

  • Responsible for maintaining product webpages, facilitate the development and updates of pages and work with web designers and developers to ensure consistency, branding and site functionality.

  • Create new marketing tactics or campaigns as necessary to increase sales for educational products.


Must Haves:

  • Bachelor’s degree or equivalent experience

  • 3 years product marketing experience and/or training in direct marketing or association marketing

  • Creative and detail oriented

  • Must be able to multi-task, work in fast-paced environment, deadline-oriented, and nimble to act and react quickly

  • Must have strong analytical, judgment, & decision-making skills

  • Must be able to work autonomously and as part of a team, and develop relationships with internal stakeholders and external partners

  • Proven project management skills

  • Excellent oral, written communication and presentation skills

  • Excellent decision making and problem solving skills

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

Let us know if you also have:

  • Membership marketing, product marketing, or non-profit experience a plus

  • Experience with marketing automation or email platforms

  • Familiarity with Social Media platforms

  • Knowledge of CRM tools

  • Experience with Google Analytics and/or email reporting

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. 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