Sr. Specialist, B2C Demand Generation

Society for Human Resource Management (SHRM) is a member-driven catalyst for creating better workplaces where people and businesses thrive together. With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.SUMMARYThe 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.• **This is a hybrid opportunity with Monday and Friday remotely based and Tues-Thurs in our Alexandria office****Responsibilities• 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.Requirements• 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.Job Type: Full-timePay: Up to $95,000.00 per yearBenefits:• 401(k)• 401(k) matching• Dental insurance• Employee assistance program• Flexible schedule• Flexible spending account• Health insurance• Health savings account• Life insurance• Paid time off• Parental leave• Professional development assistance• Referral program• Relocation assistance• Retirement plan• Tuition reimbursement• Vision insuranceSchedule:• Monday to FridayWork Location: Hybrid remote in Alexandria, VA 22314