Senior Specialist, Demand Generation

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.

The Senior Specialist, Demand Generation plays a pivotal role in executing, optimizing, and connecting SHRM’s demand generation campaigns across the full marketing ecosystem. Reporting to the Manager, Demand Generation, this role operates at the intersection of data, automation, and campaign strategy, ensuring programs run seamlessly across channels and platforms. As part of the Performance Marketing Pod, the Senior Specialist partners closely with the Adobe Engine teams (Growth & Journey, Marketing Technology & Operations, and Digital Experience) to ensure alignment between campaign execution, audience targeting, and journey orchestration.

This role applies a data-driven and collaborative approach to deliver high‑performing programs that drive awareness, engagement, and pipeline growth across SHRM’s B2B2C audiences.

• Execute and optimize multi-channel demand generation campaigns using marketing automation, data segmentation, and behavioral targeting to drive measurable engagement and pipeline growth.
• Collaborate with the Adobe Engine teams to ensure campaign activations align with automated journeys, personalization strategies, and data‑governance best practices.
• Manage audience segmentation and lifecycle workflows across Adobe Journey Optimizer (AJO), Marketo, and Salesforce to ensure seamless targeting, lead flow, and data integrity.
• Develop, test, and deploy campaign assets (emails, landing pages, forms, automations) with precision and alignment to brand and audience standards.
• Partner with Revenue Enablement and Analytics teams to share insights, improve lead quality, and close the feedback loop between marketing performance and sales results.
• Analyze campaign and audience performance data to identify optimization opportunities, create reports, and deliver actionable insights to stakeholders.
• Build and maintain integrations between marketing technology systems (Adobe Experience Cloud, Salesforce, etc.) to streamline workflows and enhance data accuracy.
• Support ABM and intent-based initiatives through audience selection, dynamic personalization, and reporting.
• Contribute to post-campaign reviews by documenting learnings, performance outcomes, and improvement recommendations across the Pod.
• Leverage AI and automation tools to improve targeting, content delivery, and campaign efficiency.
• Serve as a subject‑matter resource for automation and data operations, mentoring Specialists and sharing best practices across marketing teams.

• Education:
  
  Bachelor’s degree in business administration, marketing, or relevant equivalent experience in lieu of degree.
• Experience:
  
  Five (5) or more years of experience in demand generation, account-based marketing or digital marketing.
• Certifications:
  
  Certifications in the Adobe Experience tools are a plus.

• Deep understanding of marketing automation operations, including workflow design, audience segmentation, and data management.
• Demonstrated ability to collaborate cross‑functionally with Adobe Engine, Sales, and Analytics teams to ensure campaigns, data, and reporting are fully integrated.
• Proficiency in Adobe Experience Cloud (AJO, Marketo), Salesforce, and analytics tools to execute and measure campaigns across multiple touchpoints.
• Analytical and data‑curious mindset, with the ability to interpret campaign results and recommend optimizations that drive conversion and ROI.
• Experience supporting account-based and intent-driven marketing initiatives through personalization and audience targeting.
• Strong project management and prioritization skills; capable of managing concurrent programs with accuracy and attention to detail.
• Excellent collaboration and communication skills, with the…