Vice President, Growth Marketing

SHRM•Alexandria, VA

3d•Hybrid

About The Position

The Vice President, Growth Marketing develops and executes SHRM’s Business-to-Moment (B2M) growth strategy, aligning marketing with customer needs, behaviors, and moments of opportunity to drive measurable business results. The role uses 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. This leader owns the end-to-end growth marketing function, translating business priorities and customer insights into integrated strategies across brand, content, digital experience, e-commerce, demand generation, and sales enablement. It is a hands-on leadership role requiring strategic direction, execution, and continuous performance optimization through data-driven experimentation and measurement. Success is primarily measured by revenue growth, including sales of SHRM memberships, certifications, and HR-related products through direct e-commerce and qualified demand generation for corporate sales. The position follows a hybrid schedule: 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. Occasional travel of 0–10% is required. The hiring range is $180,000 to $230,000 per year; actual salary may vary based on experience, skills, and qualifications. SHRM offers a competitive total rewards package.

Requirements

Bachelor’s degree in marketing, business, or a related field, or an equivalent combination of education and experience.
Fifteen or more years of 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.
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.

Nice To Haves

Master’s degree preferred.

Responsibilities

Develop and execute an integrated B2M growth strategy aligned with SHRM’s business priorities, revenue objectives, and customer needs.
Drive revenue growth across memberships, certifications, and HR-related products by improving customer acquisition, conversion, e-commerce performance, and the qualified corporate sales pipeline.
Align brand, content, digital experience, e-commerce, demand generation, and sales enablement to deliver cohesive customer experiences and measurable outcomes.
Use audience intelligence, customer signals, journey orchestration, and personalization to identify high-value moments and deliver relevant, timely engagement.
Apply AI, automation, modern search and discovery capabilities, and emerging marketing technologies to improve effectiveness, scalability, and customer experiences.
Establish and manage performance metrics, experimentation, and measurement frameworks to evaluate results, optimize investments, and improve marketing contribution to revenue.
Improve member engagement, loyalty, retention, customer lifetime value, and cross-sell and upsell performance through targeted lifecycle strategies.
Partner with sales, product, content, technology, and operations leaders and teams to align marketing priorities, coordinate execution, and accelerate growth.
Build and develop a high-performing growth marketing team with the capabilities, operating model, and tools needed to deliver sustained business results.