Summary

The Manager, B2C Marketing at SHRM is a critical role within the marketing team, responsible for overseeing acquisition, membership, retention, and product marketing for SHRM’s consumer audience. This position is ideal for a results-driven marketing professional with experience in executing integrated marketing campaigns, managing multi-channel strategies, and driving engagement and conversions across key B2C segments—including HR students, professionals, and executives.

This role will collaborate with cross-functional teams to optimize digital outreach, enhance member retention, and maximize the impact of SHRM’s offerings. The ideal candidate thrives in a fast-paced environment, has a deep understanding of digital marketing, and can translate data-driven insights into actionable strategies that grow SHRM’s consumer reach.

Responsibilities

• Develop & Execute Marketing Campaigns: Implement marketing strategies for acquisition, retention, and product marketing, leveraging digital, email, social, and print channels.
• Drive Membership Growth & Retention: Optimize marketing efforts to attract new members, engage existing ones, and reduce churn through targeted campaigns.
• Product Marketing Strategy: Collaborate with product teams to create and execute go-to-market strategies for SHRM’s portfolio of offerings.
• Multi-Channel Strategy Execution: Coordinate omnichannel marketing initiatives, including paid media, SEO, email, and content marketing, to drive awareness and conversions.
• Marketing Performance Optimization: Analyze campaign performance, track KPIs, and use data-driven insights to refine strategies for improved ROI.
• Collaborate Cross-Functionally: Work with internal teams—including creative, content, analytics, and events—to ensure cohesive marketing efforts.
• Budget & Resource Management: Manage campaign budgets effectively to maximize impact and align with revenue and engagement goals.

Education & Experience Requirements

Education:

• Bachelor’s degree in Marketing, Business, or related field.

Experience:

• 6+ years of marketing experience with a focus on digital, membership, or product marketing.
• Proven experience as a People Manager.

Knowledge, Skills & Abilities

• Strong background in B2C marketing, customer engagement, and conversion optimization.
• B2B marketing experience preferred but not required.
• Proficiency in marketing automation tools (Marketo or similar).
• Experience in email marketing, paid media, SEO, and multi-channel campaign execution.
• Background in managing Vendor relationships, which helps drive and maintain membership goals.
• Strong analytical skills, with the ability to interpret data and optimize strategies accordingly.
• Excellent project management and cross-functional collaboration skills.
• Knowledge of membership-driven organizations or associations is a plus.

Physical Requirements

This position operates in a typical office environment and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include:

• Prolonged periods of sitting at a desk and working on a computer.
• Frequent use of hands and fingers for typing, handling documents, and using office equipment.
• Occasional standing, walking, bending, and reaching.
• Ability to lift and carry up to 30 pounds as needed.
• Clear verbal and written communication skills for effective interaction with colleagues and stakeholders.

Work Environment

Hybrid Position (3 Days In-Office, 2 Days Remote):

• This position follows a hybrid work schedule, requiring in-office presence [three days per week] and remote work [two days per week]. Core work hours will be designated by the department.  The office environment includes a standard workstation setup with collaborative spaces, while remote work requires a reliable high-speed internet connection and a suitable home workspace. Employees must maintain availability during standard business hours and adhere to company policies for both in-office and remote work.

Travel: 0 – 10%

#LI-Hybrid

The hiring range for this position is $108,000 to $125,000 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.