Posted in Other about 7 hours ago.
Location: Alexandria, Virginia
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 B2B2C Senior Specialist, Account-Based Marketing at SHRM plays a pivotal role in designing and executing highly personalized Account-Based Marketing (ABM) campaigns aimed at engaging both B2B and B2C audiences. This position is instrumental in orchestrating multi-channel strategies that drive meaningful engagement and revenue growth. The Senior Specialist will collaborate closely with sales, marketing, and product teams to develop a unified and cohesive approach that aligns with organizational goals and delivers measurable results.
Primary responsibilities include:
Design and execute ABM campaigns that engage both B2B and B2C audiences, leveraging AI-powered personalization to deliver tailored experiences across multiple channels.
Utilize intent data and predictive analytics to identify high-potential accounts and target them with personalized content and outreach.
Implement multi-channel orchestration for ABM, including email, social media, direct mail, and video, ensuring cohesive engagement across platforms.
Create and optimize interactive content experiences to capture valuable prospect data and nurture leads through the funnel.
Collaborate with marketing, product, and sales teams to ensure campaign success and alignment in strategy.
Develop and manage KPIs to measure campaign effectiveness, providing insights and recommendations for continuous improvement.
Conduct market research to analyze trends, customer insights, and the competitive landscape, informing and refining ABM strategies.
Lead A/B testing initiatives for campaign elements (e.g., messaging, creative assets) to optimize performance and drive engagement.
Generate detailed reports summarizing campaign performance, including engagement metrics, conversion rates, and ROI, to present to stakeholders.
Enhance customer journey mapping to identify touchpoints and improve the overall customer experience.
Train and mentor team members on best practices in ABM and AI-driven marketing techniques.
Implement feedback loops with sales and customer-facing teams to refine targeting and messaging based on real-world interactions.
Strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.
Stay up-to-date on ABM trends, conversational marketing, and AI-driven demand generation.
Overall Education & Expertise:
Bachelor’s degree in marketing, business, or a related field.
5+ years of experience in ABM or demand generation.
Expertise in AI-powered tools, intent data platforms, and predictive analytics.
Experience with content personalization, interactive content creation, and multi-channel orchestration.
Expertise in AI-powered personalization, marketing automation, and CRM tools like HubSpot, Marketo, and Salesforce.
Familiarity with intent data platforms like 6sense, RollWorks Bombora.
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.
Physical Requirements
Work environment
#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.
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.PI253544373
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