Manager, Journeys

Summary

The Manager of Growth Journeys leads the design, deployment, and continuous optimization of SHRM’s automated lifecycle programs within the Adobe Engine, translating strategic audience insights into personalized, data-driven experiences that engage, convert, and retain SHRM’s audiences. Reporting to the Senior Director, Growth & Journey Strategy, this role serves as the operational lead for journey orchestration in Adobe Journey Optimizer (AJO), turning lifecycle vision into executable, measurable programs that strengthen acquisition, retention, and cross-sell performance.

The Manager works closely with the Manager of Marketing Operations to align automation workflows, data governance, and system capabilities, ensuring that journeys run efficiently, compliantly, and s position also collaborates with Business Intelligence (BI) to inform journey design with audience analytics, behavioral data, and performance insights that drive smarter decision-making. In addition, the role partners with Performance Marketing, Digital Experience, and Product teams to ensure end-to-end orchestration across all marketing and member touchpoints.

• Lead the planning, development, and optimization of automated journeys in Adobe Journey Optimizer (AJO), ensuring campaigns are audience-led, insight-driven, and aligned to business goals.
• Collaborate with the Senior Director to translate lifecycle strategies into actionable workflows, using segmentation, triggers, and behavioral data to deliver contextual, personalized engagement.
• Partner with the Manager of Marketing Operations to ensure automation workflows, integrations, and governance processes support accurate targeting and cross-platform consistency.
• Work with the BI team to leverage behavioral, transactional, and engagement data for audience segmentation, testing, and journey optimization.
• Collaborate with BI to validate data sources, analyze performance dashboards, and apply insights to refine journey strategy and targeting.
• Partner with Marketing Analytics & Optimization to define journey KPIs, build reporting frameworks, and evaluate performance across engagement, conversion, and retention metrics.
• Oversee daily execution of lifecycle campaigns, including setup, logic management, suppression rules, and troubleshooting across audiences and segments.
• Coordinate with Performance Marketing to connect demand generation campaigns with downstream nurture, onboarding, and retention programs.
• Partner with Digital Experience to align website, store, and on-site personalization strategies with AJO journeys, ensuring cohesive cross-channel experiences.
• Collaborate with Product, Sales, and Customer Success to ensure lifecycle programs support member engagement, renewals, and upsell opportunities.
• Lead journey testing and optimization using A/B testing, holdout groups, and audience experiments to improve conversion and engagement rates.
• Utilize AI and predictive analytics for next-best-action modeling, timing optimization, and dynamic content personalization.
• Maintain detailed documentation of journey logic, workflows, and dependencies to ensure transparency and scalability across the Adobe Engine.
• Ensure compliance with privacy and data regulations (GDPR, CCPA, CAN-SPAM) and enforce data hygiene and consent management standards.
• Mentor and develop Journey Strategists and Campaign Deployment Specialists, fostering collaboration and operational excellence within the team.
• Contribute to Adobe Engine roadmap discussions, representing journey-related requirements, enhancements, and cross-platform opportunities.

• Bachelor’s degree in business administration, marketing, or relevant equivalent experience in lieu of degree.

• Seven (7) or more years of experience in digital marketing, marketing automation, or lifecycle marketing, including at least three (3) years of people management experience.
• Proven success executing automated lifecycle programs within Adobe Experience Cloud or similar enterprise platforms.
• Experience collaborating with BI and analytics teams to apply data-driven insights to marketing strategy.
• Demonstrated ability to manage complex,…