Vice President, Growth Marketing

Responsibilities

• Growth Strategy: Develop and execute an integrated B2M growth strategy aligned with SHRM’s business priorities, revenue objectives, and customer needs.
• Revenue Generation: Drive revenue growth across memberships, certifications, and HR-related products by improving customer acquisition, conversion, e-commerce performance, and qualified corporate sales pipeline.
• Integrated Marketing: Align brand, content, digital experience, e-commerce, demand generation, and sales enablement to deliver cohesive customer experiences and measurable business outcomes.
• Customer Journey and Personalization: Leverage audience intelligence, customer signals, journey orchestration, and personalization to identify high-value moments and deliver relevant, timely engagement.
• Marketing Technology and AI: Apply AI, automation, modern search and discovery capabilities, and emerging marketing technologies to improve marketing effectiveness, scalability, and customer experiences.
• Performance Optimization: Establish and manage performance metrics, experimentation, and measurement frameworks to evaluate results, optimize investments, and improve marketing contribution to revenue.
• Customer Lifecycle and Retention: Improve member engagement, loyalty, retention, customer lifetime value, and cross-sell and upsell performance through targeted lifecycle strategies.
• Cross-Functional Leadership: Partner with business leaders and teams across sales, product, content, technology, and operations to align marketing priorities, coordinate execution, and accelerate growth.
• Team and Capability Development: Build and develop a high-performing growth marketing team with the capabilities, operating model, and tools needed to deliver sustained business results.

Requirements

• Education - Bachelor’s degree in marketing, business, or a related field; or an equivalent combination of education and experience. Master’s degree preferred.
• Experience - Fifteen (15) or more years progressive experience leading growth marketing, digital marketing, demand generation, e-commerce, or integrated marketing functions, including leadership at the director or senior director level.
• - Demonstrated success developing and executing marketing strategies that deliver measurable revenue growth, customer acquisition, and conversion.
• - Experience managing marketing performance, budgets, and investment decisions using data, analytics, and business outcomes.
• - Experience applying marketing technology, AI-enabled capabilities, automation, personalization, and experimentation to improve business performance.
• - Experience leading cross-functional teams and translating enterprise priorities into actionable marketing strategies.
• Knowledge, Skills & Abilities - Strong commercial acumen and ability to connect marketing strategy to revenue generation and business growth.
• - Expertise in growth marketing, customer acquisition, e-commerce, demand generation, and customer lifecycle management.
• - Ability to translate customer insights, behavioral signals, and market trends into effective growth strategies.
• - Knowledge of marketing technology, AI-enabled marketing, audience intelligence, personalization, journey orchestration, and performance media.

Preferred

• Master’s degree 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.