Society for Human Resource Management

Specialist, Product Marketing

Job Locations US-VA-Alexandria
Job ID 2020-1477


By making the connection between brand and members, Marketing guides SHRM’s voice as the world's largest HR membership society. Marketing aids SHRM in serving HR professionals and the profession worldwide by driving a member-centric mindset and personalized member experiences that serve to generate greater lifetime value. By utilizing best practices, market research, competitive intelligence and analytics, Marketing develops strategies that leverage membership scale and positively impact SHRM’s strategic imperatives and business operating plan goals. Marketing programs drive membership growth, certification and recertification, professional development and financial margin objectives.


With core focus on promotion of products that drive member involvement and increase lifetime value, the Product Marketing Specialist will manage the strategy of educational product lines as well as the execution of multi-channel content to drive conversion to these products. Under the direction of the Director, Product & Enterprise Marketing, the Product Marketing Specialist initiates, supports and manages the marketing strategy and is responsible for achieving key metrics, sales goals and demonstrating the ROI and effectiveness of the marketing campaign to the internal client/product owner.


Your Day:

  • Creates and executes a multi-channel marketing strategy to produce actionable leads and conversions for assigned products and reach product sales goals.
  • Designs, manages and executes the overall marketing campaign tactics to include, but not limited to: copy messaging; collateral design production; mailing schedules; mailing list segmentation; fulfillment activities; print and digital advertising campaigns; lead generation; e-mail marketing; outsourcing of projects with vendors; survey execution; and vendor selection.
  • Provides analytics and updates on KPIs on a regular basis through Product Marketing’s tracking documents and dashboards and prepares reports for internal clients.
  • Collaborates with internal stakeholders on a regular basis to ensure product information is current and up-to-date for all promotions.
  • Produces copy for brochures, e-mails, digital ads and other printed materials in collaboration with marketing manager and copywriter.
  • Writes, designs and executes e-mail blasts to fulfill e-mail campaigns for each product using provided e-mail service provider.
  • Responsible for internal promotions on SHRM website placements, SHRM e-newsletters, cross-promotional placements with other SHRM departments and placement verification and tracking for marketing programs and products.
  • Collaborates with digital marketing team on social media placements, including creating design and copy, placement verification and tracking results.
  • Maintains product webpages, facilitates the development and updates of pages and works with web designers and developers to ensure consistency, branding and site functionality.
  • Creates and maintains additional channels and marketing tactics to increase sales for educational products.
  • Forecasts, tracks and reports marketing program and campaign effectiveness metrics as well as overall ROI.
  • Uses data and testing to optimize and improve the content and targeting for marketing programs and campaigns.
  • Continually monitors, analyzes and tunes marketing activities to maximize conversion.


Must Haves:

  • Bachelor’s Degree, or equivalent experience in marketing or product marketing.
  • A minimum of 3 years of product marketing experience, showing a progression of complexity in responsibilities.
  • Experience in direct marketing or association marketing.
  • Experience with marketing automation or email platforms.
  • Experience in multiple communications channels.
  • Considerable depth in content creation.
  • Experience crafting a marketing plan showcasing strategy, goals, objectives and tactics.
  • Experience transforming a product marketing strategy plan to a tactical project management tracker, showcasing milestones and deliverable shifts based on market need as well as mapping back to ROI/measurement and maintaining that tracker on a daily basis.
  • Working knowledge of Salesforce and how to use for product marketing
  • Ability to multi-task, work in fast-paced environment, and be nimble to act and react quickly
  • Strong analytical, judgment and decision-making skills.
  • Ability to work both autonomously and as part of a team, and to develop relationships with internal stakeholders and external partners.
  • Proven project management skills.
  • Excellent oral and written communication and presentation skills.
  • Proficiency in Microsoft Office software applications - MS Word, Excel, PowerPoint, Access.
  • Ability to consistently meet weekly deadlines.
  • Ability to analyze results and ROI on spending.

Let us know if you also have:

  • Additional years of related experience.
  • Experience in a non-profit organization.
  • Familiarity with social media platforms.
  • Experience with Google Analytics and/or email reporting.

 Physical Demands


Regularly required to sit; talk and hear, use hands to type, file, handle or feel. The employee is frequently required to reach with hands and arms. Occasionally required to stand; walk and stoop, kneel, crouch, or crawl. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading. Light lifting is required. Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently, and/or a negligible amount of force to constantly move objects.


Work Environment


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.


Work is regularly performed in a professional office environment and routinely uses standard office equipment. 


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


We do not sponsor applicants for work visas.


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.


Sorry the Share function is not working properly at this moment. Please refresh the page and try again later.
Share on your newsfeed