Lead, Marketing - CEO Academy

1800 Duke St, Alexandria, VA 22314, USA

Req #861

Monday, July 1, 2024

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

At SHRM, we are committed to making work, workers, and workplaces better through insights-driven policy solutions, learning and development, thought leadership and research. SHRM provides a variety of tools, resources, and events to support business leaders in taking action and driving change.

We are seeking a strategic Marketing Lead to craft engaging marketing content, leverage data for thought leadership, and drive the conversion process from awareness to sale. This role will be crucial in shaping and delivering our marketing activities targeted at CEOs –aspirational and sitting CEOs ranging from mid-market to enterprise level organizations. This role is focused on using marketing and content tools to create brand awareness, audience engagement, drive leads and conversions as well as create an audience journey of engagement. You will be the strategic marketing and PR architect for a networking and event-based product line. You will craft and deliver compelling content, create and execute omnichannel campaigns, and partner with other internal teams to ensure collaboration of messaging going out to senior executive segment from SHRM.

Key Responsibilities:

• Strategic Planning:

• GTM Development: Create a robust marketing and audience engagement strategy that aligns with CEO Academy’s overarching objectives.

• Strategic Thinking: Experience in identifying sub-segment target audiences and tailoring content to meet their needs and preferences. Strong project management skills to handle multiple marcom & CEO Academy brand initiatives simultaneously.

• Brand, Messaging & Content Creation: Proven experience in creating compelling marketing content across various platforms (blogs, social media, websites, email newsletters). Expertise in crafting thought leadership articles, white papers, and case studies using data-driven insights. Strong storytelling skills to convey complex information in an engaging and accessible manner.

• Growth Marketing Campaigns:

• Omnichannel Campaigns: Lead the planning and execution of paid media, earned media, digital media, social media, email marketing, website content, etc.

• Lead Generation and Conversion : Create content that drives awareness, interest, and conversion at different stages of the sales funnel for a domestic and international event. Must have experience in developing and executing content marketing campaigns that attract, nurture, and convert leads. Familiarity with marketing automation tools (e.g., Marketo) to manage and track lead generation efforts. Ability to build out a lead scoring tool for CEO Academy as an invite-only product with set criteria and an application process

• Data-Driven Marketing : Proficiency in analyzing and interpreting data to inform content strategies and decision-making. Ability to use analytics tools (e.g., CJA) to measure digital content performance and adjust strategies accordingly. Understanding in SEM and SEO best practices to optimize content for search engines and increase traffic.

• Analytics and Reporting:

• Performance Optimization: Monitor and analyze campaign performance, making data-driven adjustments to ensure effectiveness and optimize ROI.

Qualifications:

Education:

• A bachelor's degree in marketing, communications, PR, business, or a related field is preferred. Equivalent relevant professional experience will also be considered.

• Background in workforce initiatives and previous experience managing successful marketing and behavior change campaigns.

Experience:

Required: Minimum of 5 years of progressively complex experience in marketing and/or public relations, with a focus on B2B marketing and executive-level engagement.

Desired: Background in workforce initiatives and previous experience managing successful marketing campaigns.

Skills:

• Ability to write emotionally driven persuasion content.

• Strong understanding of marketing principles, digital marketing, and content marketing.

• Exceptional written and verbal communication skills.

• Demonstratable past success with lead gen and conversion campaigns.

• Proficiency in marketing tools and platforms such as CRM, email marketing, social media, and analytics.

• Must have Marketo or applicable marketing automation experience.

• Excellent project management and organizational skills.

• A creative mindset with the ability to generate innovative content ideas and approaches.

• Openness to experimenting with new content formats and distribution channels to engage audiences.

• Proactive in staying updated with industry trends, best practices, and emerging technologies in content marketing and demand generation.

Additional Notes

Physical Requirements

• Must be able to perform essential duties satisfactorily with reasonable accommodations.

Work environment

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

• Expected travel is 10-20% of the time.

The hiring range for this position is $100,000 to $115,000 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.

#LI-Hybrid

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 Marketing

• Job Function Performance Marketing & Comm

• Pay Type Salary

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• 1800 Duke St, Alexandria, VA 22314, USA