Job Description:

Society for Human Resource Management (SHRM)

The Society for Human Resource Management is an equal opportunity employer (Minority/Female/Disabled/Veteran).

ACCESSIBILITY NOTICE: If you need a reasonable accommodation for any part of the employment process due to a physical or mental disability, please send an email to: accessibility@shrm.org or TDD (703) 548-6990.


Position Title: Lead, B2C Demand Generation

Location: 1800 Duke St, Alexandria, VA 22314, USA

Posted Date: Monday, October 21, 2024

Requisition ID: Req #964

Description:

Lead, B2C Demand Generation

1800 Duke St, Alexandria, VA 22314, USAReq #964 Monday, October 21, 2024 SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces.  With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

Summary

At SHRM, we’re passionate about helping individuals and organizations thrive in the modern workplace. The B2C Demand Generation Lead drives growth and engagement through innovative, multi-channel marketing campaigns that increase awareness, generate leads, and convert prospects into loyal customers. This role focuses on customer segmentation, optimizing journeys, and using analytics to enhance campaign performance. The Lead collaborates with the Director of Growth Marketing to align campaigns with business goals and identifies new opportunities to scale efforts across channels.

Primary responsibilities include:

• Lead multi-channel B2C demand generation efforts across paid media, social media, email, and SEO, focusing on AI-powered personalization to deliver targeted experiences at scale.

• Leverage predictive analytics and behavioral data to refine lead scoring models, optimize customer acquisition, and improve retention processes.

• Incorporate conversational marketing tools (e.g., chatbots) and real-time personalization to engage prospects dynamically and enhance the customer journey.

• Experiment with interactive content formats (e.g., quizzes, surveys, personalized videos) to increase engagement, gather zero-party data, and improve lead nurturing.

• Manage and optimize paid media campaigns on platforms like Google Ads and Facebook Ads, using AI-driven insights to enhance targeting and conversion rates.

• Track and analyze performance data, applying multi-touch attribution to accurately measure campaign success and ROI.

• Stay current on video marketing trends and integrate personalized video messaging to nurture leads and drive conversions.

• Collaborate with cross-functional teams to ensure consistency and alignment across all marketing channels.

• Optimize email marketing campaigns with advanced segmentation, A/B testing, and data insights to boost engagement and conversions.

Overall Education & Expertise:

• Bachelor’s degree in marketing, business, or a related field.

• 7+ years of experience in B2C demand generation or digital marketing.

• Proficient in AI-driven tools, marketing automation platforms (Marketo, Pardot), and CRM systems (Salesforce).

• Strong knowledge of real-time personalization strategies, intent data, and predictive analytics.

• Experience in creating interactive content, personalized video marketing, and managing paid media campaigns.

• Familiarity with GDPR, CCPA, and ethical lead generation practices.

• Strong analytical skills with a focus on data-driven decision-making and optimization.

• Excellent communication and leadership abilities, with the ability to collaborate across teams.

• Experience managing budgets and overseeing paid media campaigns is a plus.

#LI-Hybrid

The hiring range for this position is $105,000 to $115,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. 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

Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law. SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran). We do not sponsor applicants for work visas.

Other details

• Job Family00 - Marketing & Content
• Pay TypeSalary

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Job Family: 00 - Marketing & Content


Pay Type: Salary

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