Vice President, Growth Marketing

Summary

The Vice President, Growth Marketing is responsible for developing and executing SHRM’s Business-to-Moment (B2M) growth strategy, aligning marketing efforts with customer needs, behaviors, and moments of opportunity to drive measurable business results. This leader leverages emerging marketing capabilities—including AI, audience intelligence, journey orchestration, personalization, modern search and discovery, experimentation, and performance media—to accelerate revenue growth across SHRM’s consumer and business markets.

The Vice President leads the end-to-end growth marketing function, translating business priorities and customer insights into integrated strategies spanning brand, content, digital experience, e-commerce, demand generation, and sales enablement. This is a hands-on leadership role requiring the ability to set strategic direction, lead execution, and continuously optimize performance through data-driven experimentation and measurement.

Success is primarily measured by revenue growth, including increased sales of SHRM memberships, certifications, and HR-related products through direct e-commerce and qualified demand generation for corporate sales.

Responsibilities

• Growth Strategy : Develop and execute an integrated B2M growth strategy aligned with SHRM’s business priorities, revenue objectives, and customer needs.


• Revenue Generation : Drive revenue growth across memberships, certifications, and HR-related products by improving customer acquisition, conversion, e-commerce performance, and qualified corporate sales pipeline.


• Integrated Marketing : Align brand, content, digital experience, e-commerce, demand generation, and sales enablement to deliver cohesive customer experiences and measurable business outcomes.


• Customer Journey and Personalization : Leverage audience intelligence, customer signals, journey orchestration, and personalization to identify high-value moments and deliver relevant, timely engagement.


• Marketing Technology and AI : Apply AI, automation, modern search and discovery capabilities, and emerging marketing technologies to improve marketing effectiveness, scalability, and customer experiences.


• Performance Optimization : Establish and manage performance metrics, experimentation, and measurement frameworks to evaluate results, optimize investments, and improve marketing contribution to revenue.


• Customer Lifecycle and Retention : Improve member engagement, loyalty, retention, customer lifetime value, and cross-sell and upsell performance through targeted lifecycle strategies.


• Cross-Functional Leadership : Partner with business leaders and teams across sales, product, content, technology, and operations to align marketing priorities, coordinate execution, and accelerate growth.


• Team and Capability Development : Build and develop a high-performing growth marketing team with the capabilities, operating model, and tools needed to deliver sustained business results.

Education & Experience Requirements

Education

• Bachelor’s degree in marketing, business, or a related field; or an equivalent combination of education and experience. Master’s degree preferred.

Experience

• Fifteen (15) or more years progressive experience leading growth marketing, digital marketing, demand generation, e-commerce, or integrated marketing functions, including leadership at the director or senior director level.


• Demonstrated success developing and executing marketing strategies that deliver measurable revenue growth, customer acquisition, and conversion.


• Experience managing marketing performance, budgets, and investment decisions using data, analytics, and business outcomes.


• Experience applying marketing technology, AI-enabled capabilities, automation, personalization, and experimentation to improve business performance.


• Experience leading cross-functional teams and translating enterprise priorities into actionable marketing strategies.

Certifications - NA

Knowledge, Skills & Abilities

• Strong commercial acumen and ability to connect marketing strategy to revenue generation and business growth.


• Expertise in growth marketing, customer acquisition, e-commerce, demand generation, and customer lifecycle management.


• Ability to translate customer insights, behavioral signals, and market trends into effective growth strategies.


• Knowledge of marketing technology, AI-enabled marketing, audience intelligence, personalization, journey orchestration, and performance media.


• Strong analytical skills and ability to use marketing performance data to guide decisions, evaluate return on investment, and optimize results.


• Demonstrated ability to set strategic direction while remaining accountable for execution and measurable outcomes.


• Strong leadership, communication, collaboration, and stakeholder management skills, with the ability to influence across functions.


• Ability to lead experimentation, adapt to changing customer behaviors, and continuously improve marketing effectiveness.


• Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.

Physical Requirements

This position operates in a typical office environment (which includes a home office setting) and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include:

• 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%

#LI

The hiring range for this position is $180,000 to $230,000 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.