Manager, Marketing Executive Network Audience

$98,000 - $125,000/Yr

SHRM - Alexandria, VA

Full-time - Manager

Alexandria, VA

Religious, Grantmaking, Civic, Professional, and Similar Organizations

About the position

As the voice of all things work, the SHRM marketing team is a business-critical function core to SHRM’s growth across all audience segments, services, and product types. The manager of a strategic growth segment, this role will lead the company’s digital marketing transformation effort using audience-centric strategy, marketing automation, sales enablement and design thinking targeting the audience of senior executives. The manager will be responsible for the audience segment across the consumer experience journey by developing integrated marketing strategies, executing omnichannel campaigns, analyzing data, utilizing martech stack and optimizing performance marketing levers. This position also requires an intense understanding of audience insights and behaviors, as well as the ability to effectively engage and persuade those in the market segment. This role will lead a team of growth marketers, delivering business value and play a role in driving revenue growth across the executive segment. Responsible for the CLV (customer lifetime value) and current experience of the SHRM Executive Network and it acting as a pipeline for Enterprise Solutions. Develop the strategy and implement the EN marketing plan to achieve revenue goals, drive member acquisition targets, and increase member/customer lifetime value rates. Defines integrated marketing strategies that generate demand and bring new buyers into the market across all EN cohorts.

Responsibilities

• Own and lead across the consumer journey.
• Understand the executive and luxury market, and consumer behavior of those in senior roles.
• Manage digital marketing platforms including email service providers, personalization engines, site analytics, marketing automation and targeting.
• Conduct high-performing marketing to achieve AIP KPIs.
• Drive loyalty and preference with audience creating high CLV.
• Strategize and execute a full-funnel experience including driving awareness of the EN, acquisition, bringing qualified leads into the pipeline, ensuring execution of conversion into paying members, and then drive the member experience of the EN.
• Develop the strategy for an Integrated Content Marketing Plan that delivers brand priorities and revenue goals specific to the EN audience segment.
• Manage digital direct-response marketing programs in a fast-paced environment.
• Manage marketing operations including CRM, marketing automation systems and strategy.
• Enact the continued transformation of audience-centricity and partner with analytics to constantly monitor and optimize segment’s engagement and experience.
• Own the measurement of effectiveness and efficiency (ROI) for the product dev and product gap for the Executive Network.
• Manage SHRM’s marketing technology, automation, personalization, and customization tools and tracking for the EN.
• Build a relationship with sales as a trusted partner working as one SHRM team.
• Mentor and lead a team of digital marketing professionals.
• Manage agencies and partners that may include digital, social, traditional media, channel marketing and creative services.
• Measure, analyze, and translate data into clear insights and actionable recommendations.
• Lead within a matrix organization, collaborates, inspires and is able to align resources to identified critical needs.
• Manage a multi-million-dollar budget and appropriately execute against the budget for an effective ROI.

Requirements

• Bachelor’s degree or equivalent relevant experience.
• At least 8 years of progressively complex experience in customer-centric marketing.
• Experience with demand generation, personalization, customization, audience-centricity, direct-response marketing programs, automation, CRM, conversation rate optimization, account-based marketing (ABM), named account marketing, marketing operations, marketing analytics, Salesforce, Marketo.

Nice-to-haves

• Proven ability to design multi-touch marketing campaigns delivered across multiple digital channels.
• Deep understanding of content marketing tailored for executive/c-suite audience.
• High level of responsiveness and ability to adapt to change.
• Strong problem-solving skills.
• Appetite to innovate, fail-fast, and be smart & curious.
• Exceptional writer, with a deep understanding of content marketing tailored for c-suite and senior leaders.
• Oversight of digital advertising, SEO/SEM, and/or social media desirable.

Benefits

• $98,000 to $125,000 per year.