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SHRM Sr. Specialist, Marketing Automation in Alexandria, Virginia


Marketing guides the organization as the world’s largest Human Resource membership society and aids in serving Human Resource professionals worldwide, driving a member-centric mindset and personalized member experiences. Marketing develops strategies that leverage membership scale and positively impact strategic imperatives and goals.

The Sr. Specialist, Marketing Automation is responsible for the development, execution and oversight of email marketing campaigns and initiatives. In this capacity, the Sr. Specialist partners closely with internal teams to define and launch campaigns across various channels. The position is responsible for the development and management protocols and tools to continually monitor, report, and analyze programs and campaigns on a regular basis.


Your Day:

  • Responsible for leading email transformation efforts across the organization to improve channel engagement and create a member-centric experience.

  • Analyze the organization’s email channel and prepare monthly summary reports on email engagement and lessons learned. Recommend and implement optimizations.

  • Lead effort to create an email calendar and coordinate across the organization to schedule and manage priorities of emails. Leverage forecasting and trend analysis to meet financial and customer engagement goals.

  • Lead technical enablement of A/B testing, encourage testing and continuous improvement. Lead technical implementation of dynamic content to improve the relevance of existing campaigns and reduce overall email volume.

  • Maintain an inventory of outbound emails with frequency, product owner, target audience, category and performance.

  • Manage offshore development team to create new email templates and fix formatting issues. Coordinate stakeholder requests between Creative Services and development team. Assist with requirements gathering and user acceptance testing.

  • Lead efforts to transform email editorial newsletters process using artificial intelligence to deliver a personal and engaging experience.

  • Proactively identify similar types of communications and negotiate changes in consultation with stakeholders. Lead conflict resolution.

  • Receive and document requests for new bulk communication, determine the best channel, placement, and work with stakeholders on developing an execution plan. Execute campaigns within agreed upon service level agreement.

  • Identify email automation candidates. Work with stakeholders to lead technical enablement of automation efforts, recommend other marketing channels as appropriate.

  • Build complex database queries against Boolean, string, date, and integer database fields using AND, OR, NOT, EQUALS, and date logic operators. Build relational database queries using one-to-many and many-to-many relationships.

  • Manage SHRM’s email sender score. Lead changes to improve deliverability in consultation with stakeholders.

  • Maintain marketing automation database. Partner with IT and make sure integration points are working as designed. Upload missing data and/or partner with IT to setup new automated import processes. Work with external vendors as needed.

  • Enforce email brand standards to ensure that all emails conform to branding and style guides. Consult with internal stakeholders to correct any issues and bring them into compliance. Maintain email preference center and opt-out compliance. Maintain CAN-SPAM compliance.

  • Partner with Customer Care department to provide tier 2 support.

  • Other duties and projects as assigned.


Must Haves:

  • High School Diploma

  • 7 years of experience in email marketing

  • Experience using a Marketing Automation Platform (Marketo, IBM Marketing Cloud, Salesforce Marketing Cloud, Pardot)

  • Experience using dynamic content to enable personalization

  • Strong problem-solving skills

  • Conflict negotiation skills

  • Ability to troubleshoot HTML and CSS coding problems

  • Understating of basic programming concepts including: variables, order of operations, logic operators, inner and outer database joins

  • Proficient with email service providers including Marketo, ExactTarget, Silverpop, MailChimp, etc.

  • Knowledge of email reputation monitoring

  • Knowledge of email regulations including CAN-SPAM and Canada’s Anti-Spam Law (CASL)

Let us know if you also have:

  • Bachelor’s degree in Marketing, Business, Communications, or a related field

  • Marketo experience

  • Salesforce experience

  • Marketo Certification

  • Google Analytics Certification

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