Summary

The Lead, Lifecycle Marketing serves as the senior execution driver for SHRM's marketing initiatives, supporting the Manager, Lifecycle Marketing in ensuring campaigns promoting membership, products, and events operate as a coordinated and integrated audience lifecycle effort.

This role owns the day-to-day planning, build, and optimization of lifecycle marketing programs across the full audience journey, from acquisition and engagement to conversion, retention, and reactivation. Marketing efforts promote SHRM's portfolio of offerings including membership, certification, recertification, specialty credentials, seminars, and events.

The Lead translates lifecycle strategy into well-sequenced campaigns and journeys, connecting initiatives through cohesive storytelling, journey orchestration, omnichannel activation, and data-driven decision making. The role also serves as a peer mentor and quality standard-setter for lifecycle marketing specialists, providing guidance on campaign craft and execution without formal people management responsibility.

Working closely with the B2B Lifecycle Marketing team, Marketing Infrastructure team, and Content Production teams, this role helps ensure campaigns are aligned with SHRM's broader marketing strategy and audience journey architecture, and keeps initiatives moving forward with clarity, consistency, and measurable impact.

Responsibilities

Lifecycle Campaign Execution & Coordination

• Drive hands-on planning, development, and execution of B2C lifecycle marketing campaigns across membership, products, and events in support of the Manager's strategic direction.
• Build and manage lifecycle programs that support key stages including:

• Audience acquisition

• Engagement and education

• Conversion to membership, products, or events

• Retention and renewal

• Reactivation of lapsed audiences
• Ensure individual campaigns connect into coordinated journeys rather than isolated promotions, maintaining consistent messaging and sequencing across touchpoints.

Journey Orchestration & Channel Activation

• Execute lifecycle marketing programs across email, web, social media, paid media, SEO, content marketing, and digital experiences.
• Coordinate with internal marketing channel owners and subject matter experts to keep lifecycle campaigns aligned, sequenced, and optimized across channels.
• Manage campaign calendars, briefs, and production timelines to ensure on-time, high-quality delivery.

Event Marketing Support

• Support marketing execution for SHRM conferences and seminars, ensuring events are woven into the broader audience lifecycle strategy.
• Build pre-event and post-event lifecycle touchpoints that drive registration, engagement, and long-term loyalty.

Data, Insights, and Optimization

• Apply audience data, segmentation, and behavioral insights to personalize lifecycle experiences and improve engagement, conversion, and retention.
• Partner with the Business Intelligence and Marketing Infrastructure team to track campaign performance, surface trends, and recommend optimizations.
• Run testing programs (A/B and multivariate) and translate results into concrete campaign improvements.

Team Support & Mentorship

• Serve as a go-to resource for lifecycle marketing specialists, modeling strong campaign craft, reviewing work for quality, and sharing best practices.
• Support the Manager with prioritization, project tracking, and cross-team communication, and provide coverage on team leadership tasks as needed.

Innovation & Emerging Marketing Technologies

• Stay current on emerging marketing trends, audience behaviors, and new technologies.
• Pilot and adopt innovative approaches, including AI-driven marketing tools and automation, to improve effectiveness, efficiency, and personalization.

Education & Experience Requirements

Education

• Bachelor's degree in Marketing, Business Administration, Communications or related field or relevant, equivalent experience in lieu of degree.

Experience

• Seven (7) or more years of progressive marketing experience.

• Hands-on experience building and executing integrated marketing campaigns across multiple channels.
• Experience with lifecycle, email, event, or audience engagement marketing.
• Experience collaborating with analytics, marketing technology, and cross-functional teams.
• Experience executing omnichannel marketing campaigns.
• Hands-on experience with marketing automation platforms such as Marketo preferred.
• Experience working in membership, association, or professional services organizations preferred.

Certifications - NA

Knowledge, Skills & Abilities

• Strong understanding of B2C lifecycle marketing tactics and journey design.
• Ability to translate audience insights and analytics into campaign actions.
• Strong communication and collaboration skills across teams and stakeholders.
• Strong project management and organizational abilities with high attention to detail.
• Ability to mentor peers and set a high bar for campaign quality.
• Creative problem-solving and innovation mindset.

• 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 $100,000 to $120,000 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