Manager, Brand

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The Manager, Brand Experience is the driving force behind how SHRM shows up in the world—live, digital, and everywhere in between. This role owns SHRM’s flagship event brand experience (including the annual conference booth and activations), shapes our brand storytelling, and oversees our social media agency strategy and execution. This person thrives where marketing strategy meets creative storytelling. They bring an agency mindset—thinking big, moving fast, and delivering excellence every time.

With a passion for connection, this leader transforms SHRM’s brand into experiences that drive awareness, engagement, and business results. The ideal candidate has agency experience working with major brands, a solid grasp of modern marketing practices, and knows how to manage creative teams, budgets, and partners. They are a motivator, a connector, and a storyteller—ready to make SHRM’s brand unforgettable.

• Own and lead the SHRM brand experience at major events, including concepting, creative development, production, and on-site execution.
• Develop and drive brand storytelling across campaigns, content, and activations—connecting audiences to SHRM’s mission in meaningful ways.
• Oversee social media strategy and agency partnerships, ensuring best-in-class brand presence and engagement across platforms.
• Manage and mentor a high-performing team (two direct reports) and guide agency partners for aligned, impactful execution.
• Lead creative agencies from briefing through activation—collaborating with strategy, creative, and production teams to bring ideas to life.
• Own and manage budgets for events, activations, and brand campaigns; ensure efficient use of resources with strong ROI.
• Partner with marketing, communications, events, and sales to ensure cohesive brand expression across all touchpoints and measurable marketing outcomes.
• Track brand and campaign performance, audience sentiment, and engagement metrics; use insights to inform marketing and brand strategies.
• Represent SHRM as an on-site brand ambassador; travel and occasional weekend work required for major events.
• Stay ahead of cultural, workplace, and marketing trends to position SHRM as an innovative, relevant global brand.

• Bachelor’s degree in marketing, communications, or related field required.
• MBA preferred.

• 8+ years of experience in brand marketing, experiential marketing, or integrated communications.
• Agency experience working with large, recognizable brands—developing campaigns, activations, or content that reach diverse audiences.
• Proven success managing people, budgets, and agencies.
• Experience developing or executing large-scale event activations or sponsor ships.
• Strong understanding of marketing strategy, customer journey, analytics, and audience engagement.
• Experience with social media strategy and content development that drives measurable marketing results.

• Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.
• Deep understanding of brand storytelling, marketing strategy, and multi-channel engagement.
• Strong leadership and team management skills; proven ability to inspire and guide both internal and external teams.
• Strong agency management and collaboration experience—able to brief, challenge, and elevate creative work.
• Excellent project management and budgeting skills with impeccable attention to detail.
• Energetic, adaptable, and thrives in fast-paced, high-visibility environments.
• Excellent communicator and connector—able to build relationships across teams and levels.
• Passionate about travel, events, and creating experiences that connect people to purpose.
• Creative, curious, and resourceful; a natural problem-solver and culture builder.
• Fluent in marketing metrics, content performance, and brand health tracking.

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This position operates in a typical office environment and requires the ability to perform essential job functions with or without…