Responsibilities

• Lead and coordinate SHRM’s B2C marketing initiatives across membership, products, and events, ensuring marketing strategies support end-to-end audience lifecycle engagement.
• Guide the development of lifecycle marketing programs that support key stages including: - Audience acquisition - Engagement and education - Conversion to membership, products, or events - Retention and renewal - Reactivation of lapsed audiences.
• Provide strategic leadership to the B2C Lifecycle Marketing and Event Marketing teams to ensure marketing initiatives work together to advance audiences through meaningful lifecycle journeys.
• Ensure lifecycle initiatives align with SHRM’s broader marketing priorities while supporting audience growth, brand visibility, and revenue objectives.
• Lead the planning and execution of lifecycle marketing programs across email, web, social media, paid media, SEO, content marketing, and digital experiences.
• Ensure marketing activations support audience progression through lifecycle stages, connecting campaigns into coordinated journeys rather than isolated promotions.
• Partner with internal marketing channel owners and subject matter experts to ensure lifecycle marketing programs are coordinated, sequenced, and optimized across channels.
• Oversee the event marketing team, guiding marketing strategies for SHRM conferences and seminars.
• Ensure events are integrated into SHRM’s broader audience lifecycle strategy, supporting: New audience acquisition; Member engagement; Product and event education; Revenue growth.
• Collaborate with internal stakeholders to design engaging pre-event and post-event lifecycle touchpoints that strengthen audience engagement and long-term loyalty.

Requirements

• Bachelor’s degree in Marketing, Business Administration, Communications, or related field, or equivalent experience.
• Minimum 7 years of progressive marketing experience
• Experience leading integrated marketing campaigns across multiple channels
• Experience with product marketing, event marketing, and audience engagement strategies
• Experience collaborating with analytics, marketing technology, and cross-functional teams
• Experience with marketing automation platforms such as Marketo preferred
• Experience working in membership, association, or professional services organizations preferred
• Strong understanding of B2C lifecycle marketing strategy
• Experience managing omnichannel marketing campaigns
• Ability to translate audience insights and analytics into actionable marketing strategies

Preferred

• Experience with marketing automation platforms such as Marketo preferred
• Experience working in membership, association, or professional services organizations preferred

Benefits

• 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.