Senior Specialist, Marketing Audience Segment

2 weeks ago

Alexandria, United States SHRM Full time

Position Description

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

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