Society for Human Resource Management

  • Director, Digital Products

    Job Locations US-VA-Alexandria
    Job ID 2018-1179
    Advertising Sales
  • Overview

    The Role:


    The Director, Digital Products identifies and delivers new products, features and enhancements with the objectives of growing SHRM revenues from digital products and of optimizing customer and client experiences.  In close collaboration with internal stakeholders, the director analyzes industry and market trends, usage patterns and customer data to build and present digital business cases to senior management.  The director oversees ad-supported and other multimedia efforts, including video, webcasts, podcasts, and ensures digital product feature releases and builds are customer-ready.  In this position, the director prioritizes the organization’s digital roadmap, and also strikes high-value partnerships and promotes an agile and innovative mindset across the organization.


    Your Day:


    • Use customer and market data and insights to prepare and drive strategic recommendations for new products and features that support the organization’s mission and operating goals, creating and presenting business cases as warranted.
    • In collaboration with Technology business analysts and other stakeholders, establish and validate product requirements, using customer journey maps, wireframes, prototypes and behavior driven development framework to inform a compelling user experience. 
    • Lead a cross-functional digital team responsible for product goals, including personalization, artificial intelligence, segmentation, ecommerce, search engine optimization and other features. 
    • In partnership with market research and membership teams, identify customer service gaps and content interest areas by leveraging primary and secondary research, and translate these into innovative digital  experiences. 
    • Coach, mentor and develop the team responsible for multimedia experiences, including webcasts, podcasts and video.   
    • Establish and track organization-wide digital Key Performance Indicators for traffic, engagement, ecommerce and digital campaign success, in partnership with applicable stakeholders.
    • Provide expertise on current digital media best practices to ensure digital strategies utilize state of the art tools to maximum return on investment.
    • In consultation with senior management, use data and insights to help prioritize and update the digital product portfolio and roadmap.
    • Monitor the product release process, facilitate stakeholder user acceptance testing and ensure products are launch-ready.   Conduct post-launch reviews and retrospectives of business results and lessons learned.
    • Identify and negotiate with vendors, contractors and partners that will drive business goals and enrich the digital customer experience.
    • Create channel strategies utilizing third-party social media and distribution platforms to broaden the organization’s product delivery footprint and brand awareness.  



    Must Haves:


    • High School Diploma or equivalent; Bachelor’s degree in Business Administration, Data Analytics, Digital Marketing or a relevant field preferred.
    • 6 years of experience in a highly analytical, digital product oriented role or product management role; 8 years of experience in a digital product management role.
    • Experience driving business objectives and innovation through digital product development and vendor relationships.
    • Significant experience with web development processes, particularly in an agile framework.
    • Familiarity with driving conversion and user satisfaction through product personalization and segmentation. 
    • Demonstrated experience overseeing multimedia content creation.
    • Strong understanding of digital media platforms and business models, digital marketing, web and mobile analytics, product development and management.
    • Ability to pick and use the right tools to optimize the customer experience and drive revenue.
    • Ability to translate knowledge into actionable projects and business results.
    • Outstanding analytical skills, including knowledge of Excel, statistics, with the ability to interpret test results & draw conclusions.
    • Strong business acumen, business judgment and decision-making skills; ability to identify, prioritize, and articulate highest impact initiatives.
    • Strong relationship-builder across functions, serving as an expert on digital trends and industry best practices.
    • Excellent business development and negotiating skills.  Adept at taking discussions to win-win business outcomes. 
    • Strong oral and written communication skills.
    • Results-orientation
    • Project management skills
    • Entrepreneurial mentality to drive creation of new digital lines of revenue.


    Let us know if you also have:


    • Courses, training and/or certifications in business, digital product development, user experience, digital marketing, project management, negotiation strongly preferred.
    • Experience working in organizations with ad-supported and/or membership-based revenue models.
    • Ability to create and manage budgets, including cross-department allocations.



    The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

    While performing the duties of this job, the employee is regularly required to sit, use hands to finger, handle or feel objects, tools or controls; reach with hands and arms. The employee is occasionally required to stand, walk, stoop, kneel, crouch or crawl. The employee may occasionally lift up to 20 pounds.



    The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

    This job requires occasional travel 0-10%.


    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: or TDD (703) 548-6990.



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