Lead, Growth Journeys B2C

SHRM•Alexandria, VA

39d•$95,000 - $112,000•Hybrid

About The Position

SHRMâ¯is a member-driven catalystâ¯for creating better workplaces whereâ¯people and businessesâ¯thrive together.â¯ As theâ¯trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thoughtâ¯leader on issuesâ¯and innovationsâ¯impacting today’s evolving workplaces.â¯â¯With nearlyâ¯340,000â¯members inâ¯180â¯countries, SHRM touches the lives of more thanâ¯362â¯million workers and their families globally. The Lead, Journey & Campaign Development B2C oversees the build, execution, and optimization of multi-channel marketing journeys within the Adobe Engine, ensuring that every automation and campaign reflects SHRM’s lifecycle strategy and brand standards. Reporting to the Manager, Growth Journeys, this role serves as the lead builder, QA owner, and workflow coordinator for campaign deployment within Adobe Journey Optimizer (AJO). The Lead works cross-functionally to transform creative and audience strategy into deployable, data-driven journeys that deliver personalized and compliant member, customer, and client experiences. This position collaborates closely with Marketing Operations, Business Intelligence (BI), Performance Marketing, and Digital Experience to ensure every campaign deployment is accurate, timely, and insight informed. The Lead mentors and guides the Senior Specialists, Growth Journeys in campaign execution, maintaining high standards of performance, precision, and collaboration across the team.

Requirements

Bachelor's degree in marketing, Communications, or a related field, or equivalent experience.
Five (5) or more years of experience in marketing automation or campaign deployment across B2B and/or B2C audiences.
Hands-on experience with Adobe Journey Optimizer, Marketo, or a comparable enterprise marketing automation platform.
Proven track record building and executing data-driven campaigns with complex segmentation, triggers, and personalization.
Experience collaborating with cross-functional partners in Creative, BI, Operations, and Analytics teams.
Familiarity with HTML/CSS for email builds, QA, and troubleshooting preferred.
Strong technical proficiency in Adobe Journey Optimizer or similar automation platforms.
Understanding of marketing data flows, segmentation logic, and CRM integrations.
Expertise in email build, testing, and deployment best practices, including deliverability, accessibility, and compliance.
Ability to translate journey maps, campaign briefs, and audience requirements into functional automation workflows.
Highly detail-oriented, with strong commitment to quality assurance and accuracy under tight deadlines.
Familiarity with AI and dynamic content capabilities to enhance personalization and engagement.
Strong collaboration skills, with the ability to partner effectively with BI, Marketing Operations, and Performance Marketing.
Excellent organizational and prioritization skills, balancing multiple campaigns across audiences and channels.
Strong written and verbal communication skills; able to convey technical details clearly to non-technical partners.
Problem-solving mindset with an ability to troubleshoot technical or data issues efficiently.
Commitment to continuous learning, process documentation, and operational excellence.

Nice To Haves

Adobe Journey Optimizer certification or comparable marketing automation certification preferred.

Responsibilities

Oversee the end-to-end build, testing, and deployment of marketing journeys and campaigns in Adobe Journey Optimizer (AJO), ensuring flawless execution and audience alignment.
Translate journey and campaign requirements from strategy briefs into executable workflows, including triggers, segmentation, suppression, and personalization logic.
Collaborate with the Manager, Growth Journeys, and Marketing Operations to ensure data connections, consent settings, and audience configurations function as intended.
Partner with BI and Analytics teams to ensure data definitions, audience attributes, and tracking align with measurement frameworks.
Coordinate campaign production timelines, workload assignments, and prioritization across multiple business lines to ensure deadlines are met.
Lead QA and pre-deployment review processes, testing logic, data mapping, and rendering across channels to ensure error-free execution.
Develop and maintain reusable templates, snippets, and automation modules that standardize execution and accelerate build times.
Serve as the primary AJO subject matter expert for campaign setup, testing, and troubleshooting.
Provide direction and technical guidance to Senior Specialists, ensuring accuracy, consistency, and adherence to compliance and governance standards.
Collaborate with Digital Experience and Creative teams to ensure design assets and copy are optimized for automation, accessibility, and engagement.
Support campaign optimization by analyzing delivery metrics, engagement trends, and performance reports to identify improvement opportunities.
Partner with Marketing Operations to maintain naming conventions, data cleanliness, and platform hygiene across all deployments.
Document build processes, workflow diagrams, and testing outcomes to maintain transparency and operational continuity.
Assist with new capability testing, such as dynamic content, predictive segmentation, and AI-assisted personalization in Adobe Journey Optimizer.
Train and onboard new team members and cross-functional partners in campaign operations best practices.