Lead, B2B Marketing

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
As the Lead, B2B Marketing, you will play a critical role in advancing SHRM’s impact by driving targeted marketing strategies that strengthen our engagement with businesses, HR leaders, and key decision-makers. Reporting to the Director, B2B Marketing, you will develop and execute integrated campaigns designed to generate demand, enhance brand positioning, and drive revenue growth.

This role is an opportunity to be at the forefront of workplace transformation, ensuring SHRM continues to be the trusted resource for HR and business professionals worldwide.

Responsibilities

• Develop and execute B2B marketing campaigns aligned with business goals, focusing on pipeline acceleration, retention, and revenue growth.
• Collaborate with the Director of B2B Performance Marketing to define campaign objectives, key performance indicators (KPIs), and reporting frameworks.
• Oversee the end-to-end execution of integrated marketing campaigns across multiple channels, including digital advertising, email, webinars, and events.
• Optimize campaigns through A/B testing, audience segmentation, and performance analysis to drive ROI.
• Work closely with creative, content, and analytics teams to ensure campaigns are data-driven and impactful.
• Partner with sales leadership and sales enablement to understand their goals, challenges, and key accounts, ensuring marketing efforts support pipeline and revenue targets.
• Track, measure, and analyze campaign performance, providing insights and recommendations to optimize marketing investments.
• Utilize marketing automation and CRM platforms (e.g., Marketo, Salesforce) to monitor funnel performance and attribution.
• Work closely with product marketing, content, and brand teams to ensure messaging consistency and market positioning.
• Stay up to date with industry trends and competitive landscape to identify innovative marketing opportunities.

Education & Experience Requirements

Education:

• Bachelor's degree in marketing, business, communications, or related field.

Experience:

• At least five (5) years of experience in B2B marketing, demand generation, or growth marketing.
• Proven experience executing integrated multi-channel marketing campaigns (digital, email, paid media, content, events, ABM).
• Hands-on experience with performance marketing and paid media strategies (Google Ads, LinkedIn Ads).
• Expertise in data-driving marketing, including campaign measurement, A/B testing, and marketing attribution models.

Knowledge, Skills & Abilities

• Knowledge and experience with marketing automation platforms (e.g., Marketo, Hubspot) and CRM systems (e.g., Salesforce).
• Strong understanding of sales enablement, lead nurturing and the B2B sales funnel.
• Ability to work cross-functionally and interact with team members in other departments.
• Exceptional communication and storytelling skills to craft compelling messaging and marketing materials.
• Proficiency in Adobe Product Suite is a plus (ex: Adobe Experience Manager, Customer Journey Analytics.
• Familiarity with intent data and predictive analytics tools (e.g., 6sense, Bombora).

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 $95,000 to $112,000 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.

Salary : $95,000 - $112,000