Director of B2B Performance Marketing
SHRM - Alexandria, VA
posted 4 days ago
About the position
The Director of B2B Performance Marketing at SHRM is a strategic leadership role responsible for developing and executing innovative marketing initiatives that deepen the understanding of corporate buyers as an audience. This role requires a data-driven approach to analyze the needs of HR professionals, L&D leaders, and business executives who are focused on modernizing HR practices, training their workforce, and transforming inclusive leadership practices within their organizations. The ideal candidate will be a seasoned B2B marketing professional with extensive experience in creating integrated campaigns, sales enablement strategies, and collaborating with both cross-functional marketing teams and sales representatives. Success in this role will be defined by the ability to influence business decision-makers, often within a buying committee, through data-driven insights, compelling storytelling, and multi-channel marketing approaches. This position requires a balance of strategic vision and hands-on execution, with an emphasis on digital, email, account-based marketing (ABM), nurture opportunities, and sales enablement for SHRM’s B2B products and services. The successful candidate will bring deep expertise in B2B marketing strategies, including lead generation, sales pipeline optimization, group event marketing, customized onsite packages, and client engagement. You will play a key role in advancing SHRM’s mission by boosting brand visibility among corporate stakeholders and driving measurable business outcomes.
Responsibilities
- Develop and implement a comprehensive B2B marketing strategy aligned with SHRM’s mission, focused on driving sales pipeline growth, increasing the share of wallet for current clients, retention and customer lifetime cycles.
- Design and execute marketing campaigns that influence HR leaders and decision-makers, leveraging ABM, digital advertising, and strategic partnerships.
- Oversee the integration of marketing strategies to support product adoption and lifecycle management across SHRM’s suite of B2B services.
- Apply data-driven insights to continuously optimize marketing strategies and ensure they align with evolving market needs and challenges.
- Develop product marketing strategies in partnership with the education, product, and sales teams to enhance product positioning for key B2B Buyer audiences.
- Partner with the brand and cross-functional marketing teams to develop and deliver tools, resources, and campaigns to empower sales success.
- Establish a feedback and reporting loop with sales teams to refine marketing tactics and improve campaign effectiveness, lead quality and conversion rates.
- Spearhead marketing campaign initiatives, leveraging marketing automation tools (e.g., Marketo) to build targeted email campaigns, sequences, and track performance.
- Optimize marketing channels, including email, paid search, social media, and webinars, ensuring measurable ROI.
- Collaborate with sales enablement teams on integrated CRM strategies to ensure accurate lead assignment, tracking, and reporting.
- Stay ahead of digital marketing innovations, including AI, automation, and analytics tools, to improve campaign effectiveness.
- Evaluate emerging technologies and platforms to enhance SHRM’s marketing capabilities.
- Lead and mentor a high-performing marketing team, fostering innovation, accountability, and continuous improvement.
- Drive enterprise attendance and engagement at industry events and SHRM-hosted conferences.
- Develop and execute content strategies that position SHRM as a thought leader in the HR and workforce development space.
- Manage a multi-million-dollar marketing budget, ensuring resource allocation aligns with revenue goals and growth strategies.
- Monitor campaign performance, providing insights and recommendations to optimize outcomes.
- Position SHRM as the leading partner for HR leaders in adopting innovative solutions.
Requirements
- Bachelor's degree in Marketing, Business Administration, or a related field; MBA or advanced degree preferred.
- A minimum of 10 years of progressive marketing experience, with a strong emphasis on strategic leadership and vision.
- Proven expertise in B2B marketing and having led a marketing team in partnership with a sales team.
- Experience with Marketo or similar marketing automation platforms is required plus tools like Rollworks or an ABM platform and Salesforce required.
- Exceptional strategic thinking, with the ability to anticipate market trends and adapt strategies accordingly.
- Strong leadership and communication skills, capable of influencing and inspiring diverse teams.
- Demonstrated success in B2B digital marketing, including SEO, SEM, social media, and content marketing.
- Strong analytical skills, with the ability to interpret complex data and translate insights into actionable strategies.
- Experience in managing large-scale projects and initiatives with multiple stakeholders.
- A proactive mindset with a passion for continuous learning and innovation in marketing practices.
Benefits
- Professional growth and development
- Health insurance
- Dental insurance
- Vision insurance
- Well-being programs
- Health savings account
- Flexible spending account
- Retirement plan
- Open leave
- Annual discretionary bonus and incentives
