Senior Specialist, Demand Generation Content

Summary 

At SHRM, we are committed to driving growth and engagement across all audience segments. As a Demand Generation Content Sr. Specialist, you will collaborate with cross-functional teams, including marketing, sales, and revenue operations, to develop and execute highly targeted, data-driven campaigns. This role is responsible for leveraging marketing automation, data analytics, and advanced strategies to drive brand awareness, generate high-quality leads, and accelerate pipeline progression. You will also focus on optimizing campaign performance through A/B testing, segmentation, and multi-channel outreach, ensuring alignment between marketing initiatives and sales goals to maximize ROI and business growth. Strong analytical and project management skills are key to identifying opportunities for continuous improvement and ensuring the successful execution of strategies. 

Primary responsibilities include: 

• Develop and maintain comprehensive B2B and B2C content libraries, collaborating with cross-functional teams to track and optimize existing assets for future campaigns, including managing channels, links, and platform usage.
• Craft high-impact demand generation email and paid media campaign materials, including subject lines, email copy, landing pages, and campaign descriptions, to drive engagement and conversions.
• Streamline the sourcing and rebranding of assets for demand generation initiatives, supporting paid media lead generation, ideal customer profiles (ICPs), autoresponders, and ad-hoc drip campaigns.
• Oversee the creation and sourcing of ad creatives across B2B, B2C, and ad-hoc campaigns, ensuring consistent storytelling and brand alignment.
• Conduct quarterly performance reporting, analyzing copy and subject line effectiveness to inform strategy.
• Research industry trends and best practices to enhance storytelling, copywriting, and visual creative performance over time.
• Partner with B2B and B2C marketing teams on crafted to messaging to ensure consistency across all efforts

Overall Education & Expertise: 

• Bachelor’s degree in marketing, business, or a related field. 

• 5+ years of experience in demand generation or ABM. 

• Expertise in AI-powered personalization, marketing automation, and CRM tools like HubSpot, Marketo, and Salesforce. 

• Familiarity with intent data platforms like 6sense and 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. 

#LI-Hybrid

The hiring range for this position is $83,000 to $98,000 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.