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

The Senior Specialist, Demand Generation B2C supports SHRM's initiatives to drive demand, and nurture leads within the B2C segment. This role involves managing digital marketing campaigns across channels such as email, social media, and paid advertising. The specialist will optimize landing pages for conversion, analyze performance metrics, and ensure smooth marketing automation workflows.

The ideal candidate is data-driven and creative, balancing tactical execution with strategic thinking to meet immediate objectives while aligning with SHRM's broader marketing goals. Collaboration with cross-functional teams is essential to develop compelling content and messaging that resonates with our audience and adapts to evolving market trends.

Responsibilities

• Execute and optimize B2C demand generation campaigns across digital channels, including email, social media, and paid media, leveraging AI-powered tools for personalized outreach.

• Use behavioral and intent data to refine audience segmentation and improve lead qualification processes.

• Implement conversational marketing strategies using chatbots and real-time personalization to engage prospects effectively at key stages of the buyer's journey.

• Develop and manage interactive content such as quizzes and personalized videos, capturing valuable zero-party data to enhance audience insights.

• Collaborate with product teams to ensure alignment in messaging and targeting across all campaigns.

• Optimize the customer journey by orchestrating multi-channel campaigns and utilizing predictive analytics to improve lead scoring and conversion rates.

• Monitor campaign performance metrics, providing actionable insights to inform future strategies and enhance ROI.

• Stay informed about industry trends and emerging technologies to continuously improve demand generation efforts and maintain a competitive edge.

Education & Experience Requirements

Education:

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

Experience:

• At least five (5) years of experience in B2C demand generation or digital marketing.

• Experience with interactive content creation, conversational marketing, and video marketing trends.

• Experience managing interactive content formats and creating content hubs for nurturing prospects.

Knowledge, Skills & Abilities

• Strong proficiency in AI-driven tools, marketing automation platforms (HubSpot, Marketo), and predictive analytics.

• Strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.

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: Indicate percentage of travel 0 to 10%

#LI-Hybrid

The hiring range for this position is $83,000 to $95,000 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 Family 00 - Marketing & Content
• Pay Type Salary

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