Senior Specialist, B2C Demand Generation

At SHRM, we are committed to making work, workers and workplaces better through insights-driven policy solutions, learning and development, thought leadership and research. We are shaping the ways employers and employees thrive together. SHRM is empowering our more than 340,000 members, including HR professionals, business executives, and organizations, to lead as strategic business partners and effective stewards of workplace culture, business productivity, and employee engagement.  Summary   The B2C Demand Generation Senior Specialist supports SHRM's initiatives to drive demand and nurture leads within the B2C segment. This role involves managing digital marketing campaigns across channels such as email, social media, and paid advertising. The specialist will optimize landing pages for conversion, analyze performance metrics, and ensure smooth marketing automation workflows.  The ideal candidate is data-driven and creative, balancing tactical execution with strategic thinking to meet immediate objectives while aligning with SHRM's broader marketing goals. Collaboration with cross-functional teams is essential to develop compelling content and messaging that resonates with our audience and adapts to evolving market trends.      Primary responsibilities include:     Execute and optimize B2C demand generation campaigns across digital channels, including email, social media, and paid media, leveraging AI-powered tools for personalized outreach.  Use behavioral and intent data to refine audience segmentation and improve lead qualification processes.  Implement conversational marketing strategies using chatbots and real-time personalization to engage prospects effectively at key stages of the buyer’s journey.  Develop and manage interactive content such as quizzes and personalized videos, capturing valuable zero-party data to enhance audience insights.  Collaborate with product teams to ensure alignment in messaging and targeting across all campaigns.  Optimize the customer journey by orchestrating multi-channel campaigns and utilizing predictive analytics to improve lead scoring and conversion rates.  Monitor campaign performance metrics, providing actionable insights to inform future strategies and enhance ROI.  Stay informed about industry trends and emerging technologies to continuously improve demand generation efforts and maintain a competitive edge.    Overall Education & Expertise:    Bachelor’s degree in marketing, business, or a related field.  5 years of experience in B2C demand generation or digital marketing.  Strong proficiency in AI-driven tools, marketing automation platforms (HubSpot, Marketo), and predictive analytics.  Experience with interactive content creation, conversational marketing, and video marketing trends.  Strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.  Experience managing interactive content formats and creating content hubs for nurturing prospects.    Additional Notes Physical Requirements Must be able to perform essential duties satisfactorily with reasonable accommodations. Work is generally done sitting, talking, hearing, and typing. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading. Work environment  Work is regularly performed in a combination of office and conference settings and routinely uses standard office equipment. Travel is required 0-10% of the time.  #LI-Hybrid The hiring range for this position is $75,000 to $100,000 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.

Salary : $75,000 - $100,000