Manager, Marketing Lifecycle & Special Initiatives

SHRM; Alexandria (VA); Hybrid; USD 110,000 - 130,000; Full time

Job summary

SHRM is seeking a Marketing Manager, Lifecycle & Special Initiatives, to drive data-informed, targeted experiences aligned with audience needs and pivotal moments. The role centers on lifecycle marketing for member retention, product-focused marketing, and managing budgets with clear performance dashboards for BAM leadership.

Responsibilities include designing always-on journeys, collaborating across stakeholders, and delivering measurable marketing outcomes while leveraging AI tools to optimize

Qualifications

• Seven or more years of lifecycle, retention, performance, or integrated marketing experience.
• Experience scaling marketing strategies across multiple products or audiences.
• Experience with budgets, spend tracking, and financial reporting.
• Experience with marketing analytics and campaign measurement.

Responsibilities

• Design and execute always-on lifecycle journeys to strengthen engagement, retention, and renewal with renewal as a KPI.
• Use audience behavior and moments to craft relevant engagement strategies beyond basic segmentation.
• Lead strategy and execution for designated products, innovations, and initiatives with distinct audiences.
• Partner with Content, Campaign Strategy, MarTech, Product, and other stakeholders on integrated plans.
• Manage BAM marketing budget tracking, spend reconciliation, and variance identification.
• Coordinate visibility into investments across strategic spend categories for informed decisions.
• Build and maintain integrated marketing scorecards including renewal, CAC, margin, and campaign metrics.
• Collaborate with BI and Finance to ensure accurate, actionable reporting.
• Translate marketing performance data into clear insights for leadership.

Skills

Lifecycle marketing

Retention marketing

Performance marketing

Dashboards & scorecards

Executive-level reporting

Stakeholder management

Project management

AI tools usage

Education

Bachelor’s degree in Marketing, Business, Communications, or related field

Tools

Marketing automation platforms

NetSuite/GL reporting

Job description

SHRMis a member-driven catalystfor creating better workplaces wherepeople and businessesthrive together.As thetrusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thoughtleader on issuesand innovationsimpacting today’s evolving workplaces.With nearly340,000members in180countries, SHRM touches the lives of more than362million workers and their families globally.

Summary

The Marketing Manager, Lifecycle & Special Initiatives, supports BAM’s business-to-moment (B2M) marketing strategy by delivering targeted, data-informed marketing experiences based on audience needs and moments that matter.

The role has four primary areas of responsibility: driving member retention and renewal through lifecycle marketing; leading marketing for designated products and strategic initiatives with distinct audiences; coordinating marketing budget management and spend visibility; and maintaining a unified performance scorecard that provides BAM leadership with a holistic view of marketing effectiveness.

Responsibilities

• Design and execute always-on lifecycle marketing journeys that strengthen member engagement, retention, and renewal, with renewal performance as a primary KPI.
• Use audience behavior, lifecycle stage, and key moments to create relevant engagement strategies that move beyond traditional B2B and B2C segmentation.
• Lead marketing strategy and execution for designated products, innovation initiatives, and early-stage offerings with distinct audiences within the SHRM ecosystem.
• Partner with Content, Campaign Strategy, MarTech, Product, and other stakeholders to develop and execute integrated marketing plans.
• Manage BAM marketing budget tracking, including monitoring spend against approved allocations, reconciling expenditures with Finance and NetSuite/GL reporting, and identifying variances.
• Coordinate cross-functional visibility into marketing investments across BAM’s strategic spend categories and support informed resource allocation decisions.
• Build and maintain an integrated marketing performance scorecard incorporating measures such as renewal rate, customer acquisition cost, margin contribution, and campaign performance.
• Partner with Business Intelligence and Finance to ensure reporting is accurate, consistent, and actionable.
• Translate marketing performance data into clear insights and recommendations for BAM leadership.

Education & Experience Requirements

Education

• Bachelor’s degree in Marketing, Business, Communications, or a related field, or relevant equivalent experience in lieu of degree.

Experience

• Seven (7) or more years of experience in lifecycle, retention, performance, or integrated marketing.
• Experience developing and executing marketing strategies across multiple products, audiences, or customer segments.
• Experience managing marketing budgets, spend tracking, and financial reporting.
• Experience with marketing automation platforms, campaign measurement, and performance analytics.

Knowledge, Skills & Abilities

• Strong understanding of lifecycle, retention, and performance marketing principles.
• Ability to translate customer and member insights into targeted marketing strategies and journeys.
• Strong analytical capabilities with experience developing dashboards, scorecards, and executive-level performance reporting.
• Financial acumen and comfort managing budgets, reconciling spend and identifying performance or investment variances.
• Ability to manage multiple initiatives and work effectively across cross-functional teams.
• Strong stakeholder management, communication, and project management skills.
• Results-oriented mindset with a focus on measurable business and marketing outcomes.
• Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.

Physical Requirements

• Prolonged periods of sitting at a desk and working on a computer.
• Frequent use of hands and fingers for typing, handling documents, and using office equipment.
• Occasional standing, walking, bending, and reaching.
• Ability to lift and carry up to 30 pounds as needed.
• Clear verbal and written communication skills for effective interaction with colleagues and stakeholders.

Work Environment

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

This position follows a hybrid work schedule, with 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.

Travel: Occasional 0 – 10%

Salary & Benefits

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.

Equal Opportunity & Diversity Statement

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.