Manager, Lifecycle Marketing

SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces. With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

Summary

The Manager, Lifecycle Marketing serves as the operational lead for SHRM’s B2C marketing initiatives, ensuring marketing strategies supporting membership, products, and events operate as a coordinated and integrated audience lifecycle effort.

This role provides leadership for the B2C Lifecycle Marketing teams, guiding initiatives that support the full marketing lifecycle—from audience acquisition and engagement to conversion, retention, and reactivation. Marketing efforts promote SHRM’s portfolio of offerings including membership, certification, recertification, specialty credentials, seminars, and events.

The Manager ensures these initiatives are connected through cohesive storytelling, lifecycle journey orchestration, omnichannel activation, and data-driven decision making that drives audience growth, engagement, and revenue.

Working closely with the B2B Lifecycle Marketing team, Marketing Infrastructure team, and Content Production teams, this role helps ensure campaigns are aligned with SHRM’s broader marketing strategy and audience journey architecture. The Manager serves as a key cross-functional connector across marketing, product, brand, events, and digital teams, helping move initiatives forward with clarity, consistency, and measurable impact.

Key Responsibilities

B2C Marketing Strategy & Leadership

• Lead and coordinate SHRM’s B2C marketing initiatives across membership, products, and events, ensuring marketing strategies support end-to-end audience lifecycle engagement.
• Guide the development of lifecycle marketing programs that support key stages including:
  • Audience acquisition
  • Engagement and education
  • Conversion to membership, products, or events
  • Retention and renewal
  • Reactivation of lapsed audiences
• Provide strategic leadership to the B2C Lifecycle Marketing and Event Marketing teams to ensure marketing initiatives work together to advance audiences through meaningful lifecycle journeys.
• Ensure lifecycle initiatives align with SHRM’s broader marketing priorities while supporting audience growth, brand visibility, and revenue objectives.

Lifecycle Campaign & Journey Development

• Lead the planning and execution of lifecycle marketing programs across email, web, social media, paid media, SEO, content marketing, and digital experiences.
• Ensure marketing activations support audience progression through lifecycle stages, connecting campaigns into coordinated journeys rather than isolated promotions.
• Partner with internal marketing channel owners and subject matter experts to ensure lifecycle marketing programs are coordinated, sequenced, and optimized across channels.

Event Marketing as a Lifecycle Driver

• Oversee the event marketing team, guiding marketing strategies for SHRM conferences and seminars.
• Ensure events are integrated into SHRM’s broader audience lifecycle strategy, supporting:
  • New audience acquisition
  • Member engagement
  • Product and event education
  • Revenue growth
• Collaborate with internal stakeholders to design engaging pre-event and post-event lifecycle touchpoints that strengthen audience engagement and long-term loyalty.

Data, Insights, and Marketing Performance

• Leverage audience data, segmentation, and behavioral insights to drive personalized lifecycle marketing experiences that improve engagement, conversion, and retention.
• Partner closely with the Business Intelligence and Marketing Infrastructure team to monitor marketing and lifecycle performance, analyze trends, and identify opportunities for optimization.
• Use analytics, testing, and performance insights to continuously improve marketing effectiveness and ensure initiatives contribute to audience growth, engagement, and revenue impact.

Team Leadership & Development

• Lead and mentor the B2C Lifecycle Marketing and Event Marketing teams, fostering collaboration, accountability, and strong marketing execution.
• Support clear project management, prioritization, and communication across initiatives.

Innovation & Emerging Marketing Technologies

• Stay informed on emerging marketing trends, audience behaviors, and new technologies.
• Encourage the adoption of innovative approaches—including AI-driven marketing tools and automation—to enhance marketing effectiveness, efficiency, and personalization.

Education & Experience

Education

• Bachelor’s degree in Marketing, Business Administration, Communications, or related field, or equivalent experience.

Experience

• Minimum 7 years of progressive marketing experience
• Experience leading integrated marketing campaigns across multiple channels
• Experience with product marketing, event marketing, and audience engagement strategies
• Experience collaborating with analytics, marketing technology, and cross-functional teams
• Experience with marketing automation platforms such as Marketo preferred
• Experience working in membership, association, or professional services organizations preferred

Knowledge, Skills & Abilities

• Strong understanding of B2C lifecycle marketing strategy
• Experience managing omnichannel marketing campaigns
• Ability to translate audience insights and analytics into actionable marketing strategies
• Strong leadership, communication, and stakeholder management skills
• Experience coordinating cross-functional marketing initiatives
• Strong project management and organizational abilities
• Ability to leverage AI tools and marketing technologies to improve productivity and campaign performance
• Creative problem-solving and innovation mindset

Work Environment

Hybrid Schedule (3 Days In-Office / 2 Days Remote)

Tuesday–Thursday in office, Monday and Friday remote.

Standard business hours with core availability between 8:00–9:00 a.m. and 5:00–6:00 p.m.

Travel: Occasional (0–10%)

The hiring range for this position is $110,000 to $130,000 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.

Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.

SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).

We do not sponsor applicants for work visas.