Director of Brand Management

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.

Alexandria, VA


<em><strong>BETTER WORKPLACES. BETTER WORLD.</strong></em><br /><br />SHRM, the Society for Human Resource Management, creates better workplaces where employers and employees thrive together. As the voice of all things work, workers and the workplace, SHRM is the foremost expert, convener and thought leader on issues impacting today&rsquo;s evolving workplaces. With 300,000+ HR and business executive members in 165 countries, SHRM impacts the lives of more than 115 million workers and families globally.<br /><br />Are you interested in growing your career with us? If so, we encourage you to explore our available career opportunities and join our team at SHRM today!<br /><br />To view our Statement of Accessibility, click <a href="" target="_blank" title="SHRM Statement of Accessibility" rel="noopener noreferrer">here</a>.&nbsp;

keywords: summary,job description,work environment,leadership,strategy,campaign,goals,performance,education & experience,skills,initiative,additional experience,physical requirements


Overview: <br /> <div><span style="font-family: Arial; font-size: medium;"><span style="font-family: Arial; font-size: medium;">As a senior member of SHRM&rsquo;s brand and marketing team, the Director of Brand Management creates SHRM&rsquo;s global brand strategy, designs storytelling campaigns across national TV ads &amp; omnichannel execution, defines SHRM&rsquo;s reputation, and supports SHRM&rsquo;s business goals through powerful multi-touch opportunities across paid, earned, owned and social channels. This position manages the brand strategy and strategic use of logos, icons, and messages as one branded house across departments, activations, and networks. This position also harnesses an intense understanding of audience insights and behaviors, messaging to create behavior change, and branding principles to deliver on targeted strategies.<br /><br /><br /></span></span> <div><strong><span style="font-family: Arial; font-size: medium;">Work Environment:<br /><br /></span></strong><span style="font-family: Arial; font-size: medium;">Work is regularly performed in a professional office environment and routinely uses standard office equipment.&nbsp;</span><span style="font-family: Arial; font-size: medium;">Travel Required: Occasional 0-10%.</span></div> </div>
Responsibilities: <br /> <ul> <li><span style="font-family: Arial; font-size: medium;">Responsible for company-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.</span></li> <li><span style="font-family: Arial; font-size: medium;">Stays abreast of workplace trends, HR industry shifts, and how consumer habits are changing and designs new ideas for content delivery &amp; activation ahead of these fluctuations.</span></li> <li><span style="font-family: Arial; font-size: medium;">Directs the implementation of a new Go-to-Market Plan.</span></li> <li><span style="font-family: Arial; font-size: medium;">Responsible for End to End Campaign development that includes but not limited to strategy, targeting and segmentation, execution, and measurement.</span></li> <li><span style="font-family: Arial; font-size: medium;">Uphold the SHRM brand and conveyance of appropriate tone, purpose, &amp; voice across all six priority audiences.</span></li> <li><span style="font-family: Arial; font-size: medium;">Operationalize SHRM&rsquo;s audience-centricity model and partner with analytics to constantly monitor and optimize segment engagement, consumer trends, growth markets, and the brand overall.&nbsp;</span></li> <li><span style="font-family: Arial; font-size: medium;">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.&nbsp;</span></li> <li><span style="font-family: Arial; font-size: medium;">Think of out-of-the-box ways to activate against key events, social media, influencers, event/pop-up activations, partnerships, email, and new channels to maximize membership applications and new revenue opportunities for SHRM &ndash; driving the brand experience across new and existing audiences.</span></li> <li><span style="font-family: Arial; font-size: medium;">Mentors and leads a team of about ten brand professionals and collaborates across the organization.</span></li> <li><span style="font-family: Arial; font-size: medium;">Leads within a matrix organization, collaborates, inspires, and is able to align resources to identified critical needs/requirements to building brand implementation plans.</span></li> <li><span style="font-family: Arial; font-size: medium;">Lead the paid media team and agency to define and execute media plans including TV, digital and social media in line with brand priorities and guidelines &ndash; maximizing efficiency and deliverables.</span></li> <li><span style="font-family: Arial; font-size: medium;">Manages budget assigned and appropriately executes against the budget.</span></li> </ul>
Requirements: <br /> <div> <ul> <li><span style="font-family: Arial; font-size: medium;">Bachelor&rsquo;s Degree in related field or equivalent relevant experience</span></li> <li><span style="font-family: Arial; font-size: medium;">At least 10 years of progressively complex experience in PR, brand, or marketing.</span></li> <li><span style="font-family: Arial; font-size: medium;">Lead with bold purpose while collaborating fiercely with a high degree of accountability.</span></li> <li><span style="font-family: Arial; font-size: medium;">Voracious consumer of current events and an ability to see how our brand position needs to evolve and lead.</span></li> <li><span style="font-family: Arial; font-size: medium;">Appetite to innovate, fail-fast, and be smart &amp; curious.</span></li> <li><span style="font-family: Arial; font-size: medium;">Strong project management and problem-solving skills; impeccable attention to detail, organization, prioritization, and analytic skills with a proven ability to multi-task and manage complexity.</span></li> <li><span style="font-family: Arial; font-size: medium;">Strong leadership ability with experience working in a cross-functional team that strives to create a bold purpose daily.</span></li> <li><span style="font-family: Arial; font-size: medium;">Experience /knowledge in digital &amp; social media platforms.</span></li> <li><span style="font-family: Arial; font-size: medium;">Persuasive communications skills, excellent written, verbal, and virtual communication skills.</span></li> <li><span style="font-family: Arial; font-size: medium;">Proven interpersonal skills with strong coaching and leadership skills for team development.</span></li> <li><span style="font-family: Arial; font-size: medium;">General understanding of marketing technology a plus, i.e. website functionality and digital marketing best practices, plus knowledge of SEM, SEO &amp; mobile &amp; leveraging social media to expand brand.</span></li> </ul> <br /><br /><span style="font-family: Arial; font-size: medium;"><strong>Let Us Know if You Have:<br /></strong><br /></span> <ul> <li><span style="font-family: Arial; font-size: medium;">MBA</span></li> <li><span style="font-family: Arial; font-size: medium;">PR or marketing agency background; experience working at or for a brand; ideation experience translating an audience insight into platform including TV commercials, interactive elements, and a full marketing campaign.&nbsp;</span></li> <li><span style="font-family: Arial; font-size: medium;">Digital Skills, Paid Media, Brand Strategy, Integrated Storytelling.</span></li> </ul> </div> <div><strong><span style="font-family: Arial; font-size: medium;"><br />Physical Requirements:<br /><br /></span></strong></div> <div> <ul> <li><span style="font-family: Arial; font-size: medium;">Must be able to perform essential duties satisfactorily with reasonable accommodations.</span></li> <li><span style="font-family: Arial; font-size: medium;">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.</span></li> </ul> </div>