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.
• Leverage audience data, segmentation, and behavioral insights to drive personalized lifecycle marketing experiences that improve engagement, conversion, and retention.
• Partner closely with the Business Intelligence and Marketing Infrastructure team to monitor marketing and lifecycle performance, analyze trends, and identify opportunities for optimization.
• Use analytics, testing, and performance insights to continuously improve marketing effectiveness and ensure initiatives contribute to audience growth, engagement, and revenue impact.
• Lead and mentor the B2C Lifecycle Marketing and Event Marketing teams, fostering collaboration, accountability, and strong marketing execution.
• Support clear project management, prioritization, and communication across initiatives.
• Stay informed on emerging marketing trends, audience behaviors, and new technologies.
• Encourage the adoption of innovative approaches—including AI-driven marketing tools and automation—to enhance marketing effectiveness, efficiency, and personalization.

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
• Strong understanding of B2C lifecycle marketing strategy
• Experience managing omnichannel marketing campaigns
• Ability to translate audience insights and analytics into actionable marketing strategies
• Strong leadership, communication, and stakeholder management skills
• Experience coordinating cross-functional marketing initiatives
• Strong project management and organizational abilities
• Ability to leverage AI tools and marketing technologies to improve productivity and campaign performance
• Creative problem-solving and innovation mindset

Preferred

• Experience with marketing automation platforms such as Marketo preferred
• Experience working in membership, association, or professional services organizations preferred
• Experience using AI-driven marketing tools and automation to enhance marketing effectiveness and personalization (implied in Innovation & Emerging Marketing Technologies)

Benefits

• professional growth and development
• health, dental, vision
• well-being
• health savings
• flexible spending
• retirement
• open leave