Digital Marketing Operations, Senior Specialist

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 />Don&rsquo;t see your dream job? Apply <a href="" target="_blank" rel="noopener noreferrer">here</a> to join our talent community!<br /><br />To view our Statement of Accessibility, click <a href="" target="_blank" title="SHRM Statement of Accessibility" rel="noopener noreferrer">here</a>.

keywords: summary,job description,work environment,analysis,strategy,marketing,project management,education & experience,proficiency,knowledge,skills,physical requirements

Performance Marketing & Comm

Overview: <br />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. Intense understanding of audience insights and behaviors as well as marketing technology and enablement tools is required. In order to motivate the audience to action, this role requires strong marketing storytelling, reporting and optimization, and expertise in Marketo, SalesForce (Integration Studio, Community Cloud, etc.), and Google Analytics.&nbsp;<br /><br /> <div><strong>Work Environment:<br /><br /></strong><span style="font-size: medium;">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.</span></div>
Responsibilities: <br /> <ul> <li><span style="font-size: medium;">Deployment expert of integrated marketing plan &ndash; digital and traditional&nbsp;</span></li> <li><span style="font-size: medium;">Drives loyalty and preference with audience creating high CLV</span></li> <li><span style="font-size: medium;">Write marketing plans and marketing collateral, such as emails, banner ads, direct mailers, call scripts, etc., that drives the audience to action &ndash; click, buy, etc.&nbsp;</span></li> <li><span style="font-size: medium;">Execute SHRM&rsquo;s member acquisition, retention, and engagement strategy for this segment&nbsp;</span></li> <li><span style="font-size: medium;">Operationalize SHRM&rsquo;s audience-centricity model and partner with analytics to constantly monitor and optimize segment&rsquo;s engagement and experience</span></li> <li><span style="font-size: medium;">Analyze and translate data into clear insights and actionable recommendations</span></li> <li><span style="font-size: medium;">Manage marketing automation campaigns and operations throughout the customer lifecycle</span></li> <li><span style="font-size: medium;">Drive continued innovation in evolving marketing programs to most effectively engage audience segment&nbsp;</span></li> <li><span style="font-size: medium;">Develops a deep understanding of target audiences&nbsp;</span></li> <li><span style="font-size: medium;">Adoption and expertise in SHRM&rsquo;s marketing technology, automation, personalization, and customization tools and tracking including Marketo, SalesForce, Interactive Studio, Community Cloud, Cobalt, and more&nbsp;</span></li> <li><span style="font-size: medium;">Understanding of tactical implementation against budget&nbsp;</span></li> <li><span style="font-size: medium;">Analyze data to identify key drivers, mechanics, and associated dependencies for driving conversion, product adoption, retention, and cross-sell</span></li> <li><span style="font-size: medium;">Bundling, product adoption, and revenue growth across events, learning systems, certification, SHRM Store, and other product categories&nbsp;</span></li> <li><span style="font-size: medium;">Lead across execution and tactics initiatives</span></li> <li><span style="font-size: medium;">Project management of integrated campaigns&nbsp;</span></li> </ul>
Requirements: <br /> <div> <ul> <li><span style="font-size: medium;">Bachelor&rsquo;s degree or equivalent relevant experience is required</span></li> <li><span style="font-size: medium;">At least 5 years of progressively complex experience in marketing</span></li> <li><span style="font-size: medium;">Expertise in email copywriting, using messaging to convert&nbsp;</span></li> <li><span style="font-size: medium;">Expertise in marketing reporting- pulling data, analysis, and optimization recommendations&nbsp;</span></li> <li><span style="font-size: medium;">Experience with Marketo, SalesForce, and marketing automation is required</span></li> <li><span style="font-size: medium;">Deep understanding of content marketing tailored for audience segments &ndash; ability to apply consumer insights to improve campaigns (copywriting, targeting, delivery and performance)</span></li> <li><span style="font-size: medium;">Customer lifecycle marketing including demand generation manager, product sales, and using content to convert</span></li> <li><span style="font-size: medium;">Strong problem-solving skills&nbsp;</span></li> <li><span style="font-size: medium;">Marketing automation&nbsp;</span></li> <li><span style="font-size: medium;">High level of responsiveness and ability to adapt to change</span></li> <li><span style="font-size: medium;">Experience with digital tools to generate, capture, nurture, track and report on leads, conversions, and ROI</span></li> <li><span style="font-size: medium;">SEO/SEM, Digital marketing, paid media, email marketing, co-branded/white label marketing</span></li> <li><span style="font-size: medium;">Strong attention to detail&nbsp;</span></li> <li><span style="font-size: medium;">Lead with bold purpose while collaborating fiercely with a high degree of accountability</span></li> <li><span style="font-size: medium;">Appetite to innovate, fail-fast, and be smart &amp; curious&nbsp;</span></li> <li><span style="font-size: medium;">Preferred certification in Marketo, certification in SalesForce, Google Analytics Certification&nbsp;</span></li> <li><span style="font-size: medium;">Must be able to perform essential duties satisfactorily with reasonable accommodations.</span></li> </ul> </div> <div><strong><br />Physical Requirements:<br /><br /></strong><span style="font-size: medium;">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.</span></div>