Manager, B2C Marketing

1800 Duke St, Alexandria, VA 22314, USA

Req #1045

Wednesday, February 26, 2025

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 Manager, B2C Marketing at SHRM is a critical role within the marketing team, responsible for overseeing acquisition, membership, retention, and product marketing for SHRM’s consumer audience. This position is ideal for a results-driven marketing professional with experience in executing integrated marketing campaigns, managing multi-channel strategies, and driving engagement and conversions across key B2C segments—including HR students, professionals, and executives.

This role will collaborate with cross-functional teams to optimize digital outreach, enhance member retention, and maximize the impact of SHRM’s offerings. The ideal candidate thrives in a fast-paced environment, has a deep understanding of digital marketing, and can translate data-driven insights into actionable strategies that grow SHRM’s consumer reach.

Responsibilities

• Develop & Execute Marketing Campaigns: Implement marketing strategies for acquisition, retention, and product marketing, leveraging digital, email, social, and print channels.

• Drive Membership Growth & Retention: Optimize marketing efforts to attract new members, engage existing ones, and reduce churn through targeted campaigns.

• Product Marketing Strategy: Collaborate with product teams to create and execute go-to-market strategies for SHRM’s portfolio of offerings.

• Multi-Channel Strategy Execution: Coordinate omnichannel marketing initiatives, including paid media, SEO, email, and content marketing, to drive awareness and conversions.

• Marketing Performance Optimization: Analyze campaign performance, track KPIs, and use data-driven insights to refine strategies for improved ROI.

• Collaborate Cross-Functionally: Work with internal teams—including creative, content, analytics, and events—to ensure cohesive marketing efforts.

• Budget & Resource Management: Manage campaign budgets effectively to maximize impact and align with revenue and engagement goals.

Education & Experience Requirements

Education:

• Bachelor’s degree in Marketing, Business, or related field.

Experience:

• 6+ years of marketing experience with a focus on digital, membership, or product marketing.

• Proven experience as a People Manager.

Knowledge, Skills & Abilities

• Strong background in B2C marketing, customer engagement, and conversion optimization.

• B2B marketing experience preferred but not required.

• Proficiency in marketing automation tools (Marketo or similar).

• Experience in email marketing, paid media, SEO, and multi-channel campaign execution.

• Background in managing Vendor relationships, which helps drive and maintain membership goals.

• Strong analytical skills, with the ability to interpret data and optimize strategies accordingly.

• Excellent project management and cross-functional collaboration skills.

• Knowledge of membership-driven organizations or associations is a plus.

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: 0 – 10%

#LI-Hybrid

The hiring range for this position is $108,000 to $125,000 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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• 1800 Duke St, Alexandria, VA 22314, USA