Job Title: Director, Business to Consumer (B2C) Content Overview: Under the guidance of the Director of Content Strategy, the Director of Business to Consumer (B2C) Content drives the strategy for our flagship initiatives, thought leadership, and member-only content. This role oversees a talented team dedicated to crafting exceptional content that resonates with consumers across SHRM’s entire audience-centric business model, from awareness to loyalty. Key Responsibilities:Content Strategy Creation and Implementation:Develop, implement, and refine a targeted content strategy that addresses the unique needs and interests of consumer audiences across all phases of the customer lifecycle, including awareness, engagement, acquisition, retention, and loyalty.Ensure the team's content creation aligns with strategic visions, emphasizing relevance, impact, and audience engagement.Audience Insight and Analysis:Conduct and manage in-depth research efforts to gather insights on the preferences, challenges, and behaviors of the HR consumer segments.Utilize these insights to guide and inform the team's content development process, ensuring a personalized and engaging approach.Collaboration and Integration:Act as a key liaison between the content team and cross-functional partners, including marketing, sales, research, and design, to ensure a seamless and unified content strategy across all channels.Facilitate the alignment of content efforts with broader business objectives under the guidance of the Director, Content Strategy.Optimization of B2C Channels:Oversee the identification and utilization of the most effective channels for B2C audience engagement, prioritizing social media, digital platforms, and consumer forums.Develop and manage channel-specific strategies to optimize reach and effectiveness.Team Leadership and Development:Lead, mentor, and support a team focused on producing high-quality B2C content, fostering a culture of innovation, creativity, and continuous improvement.Provide ongoing feedback and development opportunities for team members, ensuring they are equipped to meet and exceed objectives.Content Performance Analysis:Leverage analytics tools to monitor and evaluate the performance of B2C content, making data-driven decisions to enhance strategy and execution.Regularly report insights and recommendations to the Director, Content Strategy for strategic adjustments.Educational and Consumer Content Oversight:Develop and manage content plans and calendars in alignment with SHRM’s goals and initiatives.Guide the production of compelling content for consumers, including blogs, articles, videos, and guides, ensuring high quality and strategic alignment.Cultivate and manage partnerships with influencers, industry experts, and content creators to expand content reach and impact.Advancement of Thought Leadership:Lead thought leadership initiatives to establish the organization as a key voice in the B2C domain, facilitating contributions from industry experts and influencers.Work closely with the Director, Content Strategy on projects that enhance SHRM’s authority and influence in the consumer market. Qualifications:Bachelor’s degree in English, Journalism, Communications, or a related field; master's degree preferred.10 years of work-related experience with 5 years of experience in content leadership, preferably within business consulting or trade associations.Proven success leading editorial teams and managing publication processes.Demonstrated experience in content strategy with a focus on consumer audiences.Proven leadership and team management skills with experience in guiding teams to achieve strategic objectives, the ability to collaborate effectively with cross-functional teams, and a talent for aligning departmental efforts with company-wide goals.Strong ability to apply audience insights to content plans and development.Excellent writing, editing, and project management skills.Proficiency in digital publishing tools and content management systems.Strong analytical skills and ability to use data to drive decisions.#LI-Hybrid The hiring range for this position is $120,000 to $140,000 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.