Summary
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 Requirements
Education
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 - NA
Knowledge, Skills & Abilities
Strong commercial acumen and ability to…