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.

Summary

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.

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 w...