Senior Specialist, Digital Marketing

Summary The Senior Specialist, Digital Marketing is a versatile, hands-on marketer responsible for planning, executing, and optimizing integrated digital marketing programs across web, email, search, social, display, and marketing automation channels in support of SHRM’s B2B2C growth objectives. This role combines performance marketing expertise with strong marketing fundamentals, requiring the ability to execute sophisticated multi-channel campaigns while developing compelling, audience-focused content that drives engagement and business results.   Serving as a trusted marketing partner to internal business units (e.g. CID (Center for Inclusion & Diversity), CEO Academy and SHRM Linkage), the Senior Specialist translates business objectives into strategic marketing plans, creative briefs, and integrated campaigns with minimal direction. Success in this role requires a comprehensive understanding of the marketing lifecycle—from audience identification and positioning through execution, performance measurement, and continuous optimization.   Responsibilities Digital Campaign Execution & Optimization  Partner with the Paid Media team to plan, execute, and optimize integrated digital campaigns across email, paid search, paid social, display, and web channels in support of membership, certification, events, and enterprise business objectives. Build, test, deploy, and optimize campaign assets within enterprise marketing automation platforms and SHRM's marketing technology ecosystem (Adobe, Marketo, Salesforce). Design and run A/B and multivariate tests across campaign assets — emails, campaign landing pages, and ad creative — and apply learnings to improve engagement and conversion.  Monitor, analyze, and report on campaign performance using web and marketing analytics tools, partnering closely with Business Intelligence (e.g., Customer Journey Analytics, GA4), to translate data into actionable insights and recommendations. Support account-based marketing (ABM) programs with targeted digital activation across channels.  Marketing Generalist & Internal Client Support  Serve as a trusted marketing advisor to internal business units (e.g. CID, SHRM Linkage, CEO Academy), translating business goals into integrated marketing strategies, channel plans, creative briefs, and campaign execution. Develop compelling marketing content across multiple digital formats—including email, landing pages, social media, campaign messaging, and sales enablement materials—ensuring alignment with brand standards and audience needs. Manage multiple concurrent marketing initiatives from concept through execution, balancing competing priorities while consistently delivering high-quality results. Apply strategic marketing fundamentals — audience definition, positioning, messaging hierarchy, and channel selection — to shape campaigns before execution begins.  Collaboration & Continuous Improvement  Leverage AI and automation tools to increase speed, scale, and quality of marketing execution.  Provide guidance and informal mentoring to team members by sharing digital marketing best practices, campaign strategies, and platform expertise. Collaborate cross-functionally with Creative, Content, Paid Media, and Analytics teams to ensure integrated, on-strategy execution.  Identify opportunities to improve marketing processes, workflows, campaign performance, and technology utilization through continuous improvement initiatives. Stay current on emerging digital marketing trends, technologies, and best practices, recommending new approaches that enhance campaign effectiveness and customer engagement. Other duties as assigned.    Education & Experience Requirements Education Bachelor's degree in Marketing, Communications, Business, or a related field preferred or relevant equivalent experience in lieu of degree.  Experience Five (5) or more years of progressive experience in digital marketing, campaign management, or a related marketing role.  Hands-on experience with enterprise marketing automation platforms (e.g., Adobe Journey Optimizer, Marketo, HubSpot, Salesforce Marketing Cloud, or similar); ability to quickly learn and execute within AAA's Adobe/Salesforce stack.  Demonstrated experience developing, writing, and optimizing digital marketing content across multiple channels and audience segments. Experience utilizing marketing analytics and campaign performance data to optimize marketing strategies and improve business outcomes. Experience supporting multiple stakeholders or internal clients in a matrixed organization preferred.  Certifications – Adobe certification (Journey Optimizer, Marketo Engage) preferred. Knowledge, Skills & Abilities Advanced knowledge of digital marketing channels, including email, paid search, paid social, display advertising, web, and marketing automation. Proficiency with marketing automation platforms, CRM integration workflows, and campaign QA.  Strong analytical and problem-solving skills with the ability to interpret campaign performance data and translate findings into actionable recommendations (GA4, Journey Analytics and campaign reporting). Excellent writing and editing skills across formats and audiences; strong command of brand voice.  Strong understanding of audience segmentation, positioning, messaging strategy, and customer journey development. Comprehensive understanding of the customer lifecycle and the role digital marketing plays in building awareness, generating demand, nurturing prospects, and driving retention. Thrives in fast-moving environments; manages competing priorities and short timelines with composure.  Strong project management and communication skills; builds trust quickly with internal clients.  Demonstrated curiosity, adaptability, and continuous learning mindset, with the ability to leverage emerging technologies, to improve marketing effectiveness and efficiency. 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%  #LI The hiring range for this position is $83,000 to $98,000 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.