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 Senior Specialist, Performance Marketing owns the end-to-end execution and optimization of demand generation programs for an assigned portfolio of SHRM solution areas, products, and events. From channel selection and campaign build through lead capture, data flow, and in-flight optimization, this role is accountable for generating qualified demand that fuels connected pipelines across SHRM’s B2B business, including SHRM Business and SHRM Linkage.
Operating within the channel strategy, budgets, and priorities set by the Manager, Demand Generation and with day-to-day direction from the Lead, Performance Marketing, the Senior Specialist identifies and activates the right channels for each owned area, builds the lead generation forms and data flows that move prospects to the correct funnel stage, and continuously tests and refines programs to improve lead volume, lead quality, and cost efficiency. This is a hands-on ownership role: the Senior Specialist doesn’t just report on performance, they drive it.
Responsibilities
End-to-End Program Ownership
- Serve as the accountable owner for an assigned portfolio of B2B solution areas, products, and events, managing each program from intake and planning through launch, optimization, and wrap-up reporting.
- Translate solution and event goals into campaign plans with defined audiences, channels, offers, timelines, budgets, and lead and pipeline targets, and secure approval before launch.
- Build, launch, and QA campaigns across owned channels, ensuring tracking, UTMs, naming conventions, and audience setup are correct before go-live.
- Manage allocated program budgets and pacing, flagging over- or under-delivery early and recommending reallocations.
Channel Strategy & Demand Generation
- Identify and leverage the most effective channel mix for each owned area, including paid search, paid social (LinkedIn, Meta), programmatic and ABM, email nurture and high-intent drips, content syndication, and partner channels, based on audience, offer, funnel stage, and cost to acquire.
- Develop full-funnel demand programs that reach ICP audiences, convert them into known leads, and progress them toward sales-ready engagement, connecting every program to the right solution-area pipeline.
- Identify cross-sell and connected-pipeline opportunities so demand generated for one solution, product, or event also feeds related solutions.
- Test new channels, offers, and formats in a structured way, scaling what works and retiring what doesn’t.
Lead Capture & Data Flow
- Build and maintain lead generation forms and landing pages (Marketo, Formstack) for content downloads, event registrations, consultation and demo requests, and other gated offers.
- Define form fields and progressive profiling to collect the data needed for ICP qualification, lead scoring, and routing, such as title, company size, and solution interest.
- Configure and validate the flow of form data into the correct Marketo programs, lists, lead scores, and funnel stages, partnering with Martech on integrations (e.g., Zapier, CRM sync) and with Sales on handoff criteria.
- Monitor lead quality and data completeness and troubleshoot breaks in capture or routing quickly.
Optimization & Performance
- Monitor program performance continuously and optimize bids, budgets, audiences, creative, offers, forms, and landing pages to improve cost per lead, conversion rate, MQL-to-SQL progression, and pipeline contribution.
- Run A/B and multivariate tests across ads, emails, forms, and landing pages; document results and apply learnings across the portfolio.
- Report on owned programs through established dashboards and reporting systems, with clear readouts of what drove results and recommended next steps.
- Partner with the Business Intelligence team to keep metrics, attribution, and KPI definitions consistent.
Collaboration
- Partner with business and sales owners for each solution area to align targets, offers, lead definitions, and lead quality feedback.
- Brief Creative and Content on asset needs, and coordinate with Martech on builds, suppressions, and the email calendar.
- Share learnings, templates, and best practices with fellow Specialists and the Lead to raise performance across the team.
Education & Experience Requirements
Education
- Bachelor’s degree in Marketing, Business, Communications, or a related field, or relevant equivalent experience.
Experience
- Five (5) or more years of experience in B2B performance marketing, demand generation, or digital acquisition, with hands-on ownership of multi-channel campaigns.
- Proven track record managing paid media budgets and delivering measurable lead and pipeline results.
- Hands-on experience building forms, landing pages, and lead flows in a marketing automation platform; Marketo strongly preferred.
- Experience managing multiple concurrent programs across several products, solutions, or events.
Certifications - NA
Knowledge, Skills & Abilities
- Strong understanding of B2B funnels, the lead lifecycle, lead scoring, and MQL-to-SQL handoff.
- Hands-on proficiency with paid media platforms such as Google Ads, LinkedIn Campaign Manager, Meta, and programmatic/ABM platforms (e.g., AdRoll).
- Working knowledge of Marketo (programs, smart lists, forms, scoring) and form and integration tools such as Formstack and Zapier; CRM experience a plus.
- Analytical comfort with tools such as Adobe Analytics/CJA, Power BI, or Tableau to diagnose performance and find optimization levers.
- Ownership mindset: self-directed and able to manage priorities across many programs with minimal oversight.
- Clear communicator who can explain results and recommendations to both technical and non-technical stakeholders.
- Strong attention to detail in builds, tracking, and data integrity.
- Familiarity with AJO and AEM preferred.
- Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.
Physical Requirements
This position operates in a typical office environment (which includes a home office setting) 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 Schedule (3 Days In-Office/2 Days Remote)
This position follows a hybrid work schedule, with Tuesday through Thursday in office and Monday and Friday remote. Employees must be available during standard business hours, with core hours beginning between 8:00–9:00 a.m. and concluding between 5:00–6:00 p.m. local time.
Travel: Occasional 0 – 10%
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The hiring range for this position is $85,000 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.
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.
