With its primary focus on SHRM's mission as the world's largest HR membership society, and through implementation of marketing best practices, insightful market research, competitive intelligence and analytics, the Marketing division directly supports the Society's strategic imperatives and business operating plan goals including, but not limited to: membership growth, financial margin objectives, global revenue growth, California strategy, certification, and senior-segment engagement, and conference & seminar registration.
Under the direction of the Manager of Segment Marketing, the Senior Specialist creates and oversees the marketing strategy for SHRM’s people manager market. This includes the implementation and management of the strategic marketing plan; providing insight into the value proposition; go-to-market plans for products within this area of interest, implementation and analysis of each marketing campaign; execution of day-to-day aspects of marketing and other related programs that support the goals and objectives of SHRM.
Implement integrated marketing plan for all SHRM people manager segment and specific verticals within the segment.
Analyze campaigns, including segmentation philosophy, total campaign effectiveness, and Google Analytics results.
Ensure overall message, tone and design of products/programs is aligned with the SHRM brand and strategic plan.
Meet regularly with client departments we support to check-in on revenue status, new changes to products and customer insight.
Manage the product/program marketing campaigns.
Oversee the execution of direct mail, e-mail and advertising promotions with direct reports; including creative design, copywriting, editing, full print production and mailing initiatives with printer/mail house.
Oversee and implement the content updates of product/program webpages and ecommerce pages. Provide insights on updates or upgrades that may impact the product or program.
Coordinate points of cross promotion and manage relationships between membership and product marketing campaigns.
Maintain and work with third party vendors providing support for graphic design, printing, mail house services, mail list brokers, etc. This includes contract management, administrative management, relationship management and project oversight.
Provide marketing updates on a monthly or as needed basis to department clients.
Executes systematic project management to achieve program goals, meet or exceed revenue targets, and ensure on-time completion of all campaigns.
Coordinates with market research, leveraging available data to identify trends, determine customer satisfaction and needs; continually evaluates marketing strategies to encourage innovation and additions to the product portfolio.
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