Senior Specialist, B2B2C Event Marketing

Senior Specialist, B2B2C Event Marketing

Summary : The Senior Specialist, B2B2C Events Marketing will support the design, development, implementation, and execution of marketing campaigns for SHRM conferences. This position will be responsible for strategizing, fulfilling, and executing omnichannel marketing campaigns, and will collaborate closely with the Events, Brand, Communications, Editorial and Marketing Audience Segment teams as well as external marketing vendors to ensure strong and consistent design and successful campaign execution. This role will collaborate with various stakeholders to effectively manage the delivery of campaigns across print and digital platforms. In addition, this position will serve as a technical and project lead for email marketing for the events in which they are the primary point-of-contact, collaborate in decision-making regarding process improvements, aid in review and reporting of analytics, process invoices for their conferences against the conference budget plan, manage speaker / entertainment announcements, support project management across the Events Marketing team, and assist in cross-departmental coordination, and training.

Responsibilities

Collaborates with the Event Marketing team and supports the Events Marketing Manager and Events Marketing Lead in the day-to-day execution of marketing campaigns across their SHRM conferences. Reports out to the Event Marketing Lead any roadblocks, challenges, or issues.

Serves as primary copywriter on their conferences and supports seminar marketing by evaluating copy from other team members to ensure tone and information is appropriate for the event, audience, and channel in which it will deliver. This includes constant awareness of industry news and challenges to incorporate into marketing copy.

Strong contributor in efforts to achieve and exceed attendee and revenue goals for their conferences and seminar registrations within the larger Events & Seminars Marketing team.

Responsible for ensuring best practices and proper branding are followed with the email marketing channel (Marketo) within their associated event content calendars, including list management, creation and adaptation of SmartLists, segmentation and collaborations with Audience Segment teams, development and design, QA, testing, automation, and optimization, as well as regularly reviewing email analytics and reporting out on findings.

Pulls analytics reports (Marketo, Google, NetSuite, Data Warehouse, etc.) as needed to assist the team with optimizing marketing campaigns for their specific events.

Leads team in charge of executing campaign workflows for their events, and coordinates with creative, growth marketing and communication teams, and other internal teams to ensure deadlines are met.

Backs up the B2B2C Event Marketing Lead and Marketing Manager within their associated event budgets, processes invoices from vendors to Accounts Payable team and tracks expenditures within appropriate spreadsheets.

Submits and serves as lead on JIRA tickets requesting services from other SHRM support groups, such as IT, Creative, Social, etc.

Participate in brainstorming sessions with focus on improving the customer experience and campaign outcomes.

Creates detailed marketing campaign briefs and content calendars. Works with B2B2C Event Marketing Lead and Marketing Manager to roll these up into a calendar of all event marketing campaigns.

Provides feedback on annual strategy for their associated conferences.

Recommends strategies and opportunities for new advertising opportunities, evolving marketing tactics, and new products or emerging media.

Daily monitoring of performance dashboards to ensure campaigns run effectively and applies these learnings to other channels.

Attends stakeholder meetings and report out on projects where s / he is serving as the Event Marketing point person. Manages stakeholder expectations and alleviate concerns.

Works with B2B2C Event Marketing Lead to ensures team process documentation is up to date.

Education & Experience Requirements

Education

Bachelors degree or equivalent relevant experience.

Experience

At least five (5) years of progressive marketing experience.

Agency and / or non-profit experience a plus.

Proven project management skills required.

Experienced in email marketing.

Knowledge, Skills & Abilities

Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.

Marketing copywriter across various channels.

Creative, with strong analytical and organizational skills with attention to detail.

Excellent communication and people-management skills to collaborate with various stakeholders.

Experience managing marketing campaigns with varying timeframes and complexities.

Understanding of best practices for creating email templates, dynamic content, testing methodologies, list segmentation, trigger campaigns, deliverability, and CAN-SPAM laws.

Proficient with marketing-related software programs, including Marketo and Salesforce.

Experience with Google Analytics and email reporting required.

Proficient with Microsoft Office applications (Word, Excel, PowerPoint, SharePoint, etc.).

Good with time management, with an ability to pivot as necessary or multi-task to adhere to tight deadlines required.

Analytical and problem-solving skills for coming up with ideas to increase demand for professional development through SHRM events. Achieve goals of repeat attendance and an increased customer lifetime value.

Certifications

Google Analytics Certification helpful

Marketo Certification helpful, or relevant experience in this platform (or other platforms such as Pardot or HubSpot)

Physical Requirements

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, 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 : 00AM 9 : 00AM and concluding between 5 : 00PM 6 : 00PM.

Travel : 0 10%

Salary : The hiring range for this position is $78,000 to $95,000 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.

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, veterans 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.

#J-18808-Ljbffr