SHRM · 2 weeks ago
Senior Specialist, Demand Generation
Alexandria, VA
Full-time
Hybrid
Mid, Senior Level
$80K/yr - $95K/yr
5+ years expSHRM is a member-driven organization focused on creating better workplaces. The Senior Specialist, Demand Generation plays a crucial role in executing and optimizing demand generation campaigns, ensuring alignment between campaign execution and data-driven strategies to drive awareness and engagement across B2B2C audiences.
EmploymentHuman ResourcesLegalRecruiting
No H1B
Responsibilities
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
Qualification
Required
Bachelor's degree in business administration, marketing, or relevant equivalent experience in lieu of degree
Five (5) or more years of experience in demand generation, account-based marketing or digital marketing
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 ability to translate technical processes into clear business insights
Familiarity with AI and automation technologies to improve efficiency, targeting, and campaign performance
Passion for continuous learning and innovation in digital marketing, data analytics, and audience engagement
Preferred
Certifications in the Adobe Experience tools are a plus
Benefits
Professional growth and development
Health
Dental
Vision
Well-being
Health savings
Flexible spending
Retirement
Open leave
Annual discretionary bonus and incentives
Company
SHRM
The Society for Human Resource Management is the leading provider of resources serving the needs of HR professionals.
201-500 employees
Funding
Current Stage
Growth StageLeadership Team
Amanda Bryson
Lead, CEO Communications
Christopher Lopez
Director, CEO Academy
Recent News
2025-12-29
2025-12-14
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