The Vice President, Growth Marketing is responsible for developing and executing SHRM's Business-to-Moment (B2M) growth strategy, aligning marketing efforts with customer needs, behaviors, and moments of opportunity to drive measurable business results. This leader leverages emerging marketing capabilities-including AI, audience intelligence, journey orchestration, personalization, modern search and discovery, experimentation, and performance media-to accelerate revenue growth across SHRM's consumer and business markets.
The Vice President leads the end-to-end growth marketing function, translating business priorities and customer insights into integrated strategies spanning brand, content, digital experience, e-commerce, demand generation, and sales enablement. This is a hands-on leadership role requiring the ability to set strategic direction, lead execution, and continuously optimize performance through data-driven experimentation and measurement.
Success is primarily measured by revenue growth, including increased sales of SHRM memberships, certifications, and HR-related products through direct e-commerce and qualified demand generation for corporate sales.
Responsibilities- Growth Strategy: Develop and execute an integrated B2M growth strategy aligned with SHRM's business priorities, revenue objectives, and customer needs.
- Revenue Generation: Drive revenue growth across memberships, certifications, and HR-related products by improving customer acquisition, conversion, e-commerce performance, and qualified corporate sales pipeline.
- Integrated Marketing: Align brand, content, digital experience, e-commerce, demand generation, and sales enablement to deliver cohesive customer experiences and measurable business outcomes.
- Customer Journey and Personalization: Leverage audience intelligence, customer signals, journey orchestration, and personalization to identify high-value moments and deliver relevant, timely engagement.
- Marketing Technology and AI: Apply AI, automation, modern search and discovery capabilities, and emerging marketing technologies to improve marketing effectiveness, scalability, and customer experiences.
- Performance Optimization: Establish and manage performance metrics, experimentation, and measurement frameworks to evaluate results, optimize investments, and improve marketing contribution to revenue.
- Customer Lifecycle and Retention: Improve member engagement, loyalty, retention, customer lifetime value, and cross-sell and upsell performance through targeted lifecycle strategies.
- Cross-Functional Leadership: Partner with business leaders and teams across sales, product, content, technology, and operations to align marketing priorities, coordinate execution, and accelerate growth.
- Team and Capability Development: Build and develop a high-performing growth marketing team with the capabilities, operating model, and tools needed to deliver sustained business results.
Education & Experience RequirementsEducation- Bachelor's degree in marketing, business, or a related field; or an equivalent combination of education and experience. Master's degree preferred.
Experience- Fifteen (15) or more years progressive experience leading growth marketing, digital marketing, demand generation, e-commerce, or integrated marketing functions, including leadership at the director or senior director level.
- Demonstrated success developing and executing marketing strategies that deliver measurable revenue growth, customer acquisition, and conversion.
- Experience managing marketing performance, budgets, and investment decisions using data, analytics, and business outcomes.
- Experience applying marketing technology, AI-enabled capabilities, automation, personalization, and experimentation to improve business performance.
- Experience leading cross-functional teams and translating enterprise priorities into actionable marketing strategies.
Certifications - NAKnowledge, Skills & Abilities- Strong commercial acumen and ability to connect marketing strategy to revenue generation and business growth.
- Expertise in growth marketing, customer acquisition, e-commerce, demand generation, and customer lifecycle management.
- Ability to translate customer insights, behavioral signals, and market trends into effective growth strategies.
- Knowledge of marketing technology, AI-enabled marketing, audience intelligence, personalization, journey orchestration, and performance media.
- Strong analytical skills and ability to use marketing performance data to guide decisions, evaluate return on investment, and optimize results.
- Demonstrated ability to set strategic direction while remaining accountable for execution and measurable outcomes.
- Strong leadership, communication, collaboration, and stakeholder management skills, with the ability to influence across functions.
- Ability to lead experimentation, adapt to changing customer behaviors, and continuously improve marketing effectiveness.
- Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.
Physical RequirementsThis 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 EnvironmentHybrid 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 $180,000 to $230,000 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.
