Marketing specialist

Specialist, B2B Event Marketing

1800 Duke St, Alexandria, VA 22314, USA Req #930 Friday, September 20, 2024 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

As the Specialist, B2B Event Marketing on the Enterprise Solutions marketing team, this team member will play a pivotal role in shaping and executing our B2B event marketing strategy.

Reporting to the Enterprise Manager of Integrated Marketing & Sales Enablement, this person will own the development, execution, and optimization of marketing initiatives aimed at acquiring, engaging, and retaining event attendees, sponsors, and exhibitors.

They will be the key point of contact for all B2B event related campaigns that support our Enterprise Solutions teams and audiences, ensuring our marketing efforts drive measurable results and align with broader organizational goals.

Responsibilities :

Own the development, execution, and optimization of B2B marketing initiatives aimed at acquiring, engaging, and retaining event attendees, sponsors, and exhibitors, including but not limited to :

Event Strategy & Execution : Lead demand generation for SHRM events, including end-to-end project management of event pages and campaign collateral.

Manage B2B event budget allocation. Collaborate with internal stakeholders to ensure successful event planning, promotion, and execution.

• Sales Enablement Deliverables : Develop and deliver sales enablement support such as email outreach templates, sales decks, prospectuses, one-pagers, speaker announcements, and internal communications for SHRM events.
• Full-Funnel Campaign Ownership : Craft and manage communication plans for both event attendees and sponsors / exhibitors, including pre-event, during-event, and post-event messaging across multiple channels (email, print, web).
• Creative & Design : Own creative ticket requests for event collateral, with a focus on B2B and B2C2B strategies, ensuring consistency across email, print, web, social (paid and organic), and sales enablement materials.
• Stakeholder Management : Coordinate across internal teams on logistics, sales enablement needs, B2B event activations, and sales collateral distribution.
• Event Logistics : Manage the preparation and timely shipment of equipment, collateral, and swag to event locations for Enterprise team.

Serve as the point person for managing B2B event-related assets.

Performance Reporting : Work closely with internal teams to monitor revenue goals and track the B2B team’s contributions toward overall objectives.

Report out to leadership on key performance metrics.

• External Partnerships : Collaborate with external agencies to expand prospect lists and support acquisition efforts.
• Other duties as assigned.

Education & Experience Requirements

• Bachelor’s degree or equivalent relevant experience
• At least five (3) years of progressive marketing experience.
• Experience in B2B event planning, strategy, and execution as well as external communications .
• Experienced in email marketing.

Certifications

None required

Knowledge, Skills & Abilities

• Technical Skills : Proficiency in marketing platforms such as Marketo and Salesforce. Familiarity with both traditional and digital marketing channels.
• B2B Event Marketing Experience : experience in B2B events marketing with a proven track record of successfully executing large-scale events, such as conferences, webinars, and external sales events.
• B2B Marketing Strategy : Strong understanding of B2B marketing principles, including sales enablement and ROI-focused campaign execution.
• Hands-On Campaign Management : Experience developing and executing full-scale marketing campaigns, from concept to execution and reporting.
• Collaboration Skills : Experience working cross-functionally with external vendors and internal teams, including sales, creative, and product teams.
• Communication Excellence : Strong verbal and written communication skills, with the ability to confidently present new ideas and communicate effectively across all levels of the organization.
• Willingness to Travel : Occasional travel to event locations is required to ensure seamless event execution.
• Project management expertise : The ability to manage multiple deadlines and stakeholders.

PREFERRED

• Self-Starter : Takes initiative, solves problems independently, and thrives in fast-paced environments.
• Collaborative : Works effectively as part of a team while also being able to lead independent projects.
• Results-Driven : Motivated to meet and exceed performance targets, with a clear understanding of how to measure ROI and impact.
• Creative Thinker : Able to ideate and confidently present innovative ideas for event marketing and sales enablement.

Additional Notes

Physical Requirements

• Must be able to perform essential duties satisfactorily with reasonable accommodations.
• Work is generally done sitting, talking, hearing, and typing. Visual acuity to use a keyboard, prepare and analyze data and figures;

transcribing, viewing a computer terminal; extensive reading.

Work environment

Work is regularly performed in a combination of office and conference settings and routinely uses standard office equipment.

LI-Hybrid

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.

Last updated : 2024-09-20

Salary : $70,000 - $83,000