Lead, Growth Marketing

Alexandria, VA, United States

SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces. With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

Summary

SHRM applies an audience-centric model to its operations. The Growth Marketing team plays a crucial role in identifying and supporting go-to-market activities to accelerate growth across all segments.This role partners closely with product owners, Marketing teams, Sales, and other SHRM business units to develop and execute on highly curated demand generation strategies. This position engages Enterprise organizations by demonstrating the benefits of SHRM’s industry-leading best practices and products to these businesses, their executive leaders, and ultimately, the world of work.

In this role you will lead the development of comprehensive digital marketing strategies, with a specialization in content marketing and demand generation to fill pipeline and drive B2B revenue. This role will be an architect for SHRM’s burgeoning B2B business including ABM, B2B attribution and filling the sales pipeline. You must be a storyteller who can create account-based and highly targeted marketing programs to identify net new logo opportunities and engage existing clients for upsell/cross-sell opportunities. You will be empowered to launch, incubate, nurture, and scale new campaigns and solutions to drive future growth for the organization. Create and execute global multi-channel campaigns to increase SHRM’s brand awareness including its portfolio of subsidiaries and drive customer acquisition. You will translate business strategy to marketing strategy and build integrated marketing and demand gen campaigns that drive brand awareness, interest, and demand for a robust set of services and capabilities that span industries and client needs. This role shape marketing processes to improve business revenue. This includes everything from acquiring new customers and turning them into loyal brand advocates to revitalizing inactive members and former customers. You will plan and execute multi-touch programs to reach new and existing audiences through events, content syndication, and a variety of digital and offline channels – most importantly harnessing the power of our evolving martech stack, intent and behavioral data and scoring within the new B2B buyer journey. You utilize data-driven, digital-first strategies for high quality lead generation and opportunity acceleration through sales teams.

Responsibilities:

Develop and implement precision marketing programs to grow leads and opportunity pipeline.

Rapidly grow SHRM’s addressable audience and influence within the executive segment of the enterprise B2B space with a strategic focus on Linkage during integration.

Assist in identifying and building an appropriate mix of campaign tactics including pre- and post-event communication strategy, emails, content syndication and paid advertising.

Leverage data, marketing technology and demand generation best practices to deliver highly customized user journeys and personalization at scale.

Partner with Sales to develop target account criteria, outbound prospecting playbooks, inbound lead nurturing programs, CRM best practices, and enablement assets.

Enable Marketing and Sales teams to identify and engage prospective accounts earlier in their buying processes and accelerate Enterprise relationships. Build a trusted relationship with Sales.

Build data capture and reporting processes that continually optimize the business impact.

Synthesize and deliver SHRM’s world-class research and market-leading HR perspectives to executive prospects, helping them to solve their most difficult business and leadership challenges.

Assist Growth Marketing Manager with budget management.

Mentor a team of marketers who together drive business value, revenue growth and customer lifetime value.

Test, analyze, and translate data into clear insights and actionable recommendations. Adapt marketing strategies in real time.

Other duties and projects as assigned.

Education & Experience Requirements

Position Qualifications:

Bachelor’s degree or equivalent relevant work experience

At least eight (8) years of experience in marketing and at least 3 years of this experience must be in a demand generation/ABM (account-based) role.

Proven experience orchestrating omni-channel marketing strategies to engage and influence highly targeted audience segments in the B2B / B2C space.

Advanced knowledge and experience with marketing automation, CRM, data analysis, sales enablement, and account-based marketing technologies required.

Knowledge, Skills and Abilities

Excellent storyteller with a clear and concise communications style.

Deep understanding of the B2B decision process, and executive-level communications.

Analytical mindset, with demonstrated ability to mine value from large quantities of data.

Ability to work cross-functionally and interact with senior stakeholders.

Proven project management skills in a fast-paced, unstructured environment.

An eye for visual presentation, with a track record of delivering world-class marketing and sales assets into the Enterprise space.

Innovative, fail-fast, and inquisitive.

Must be a self-starter, highly organized, intellectually curious and able to work well with data to support rationale for activities.

Proven ability to collaborate across division to implement processes and achieve results. Track record of building and maintaining productive relationships with multiple stakeholders, including working closely with department heads.

High level of responsiveness and ability to adapt to change.

Strong problem-solving and executive presentation skills.

Appetite to innovate, fail-fast, and be smart and curious.

Lead with bold purpose while collaborating fiercely with a high degree of accountability.

Physical Requirements

Must be able to perform essential duties satisfactorily with reasonable accommodation.

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.

Work environment

Work is regularly performed in a professional office environment and routinely uses standard office equipment.

Expected travel is 0-10% of the time.

The hiring range for this position is $100,000 to $115,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.

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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.

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