Director, B2B Performance Marketing

SHRM • Alexandria, VA • 13h ago

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.

SHRM is evolving into the world's leading workforce performance partner by helping organizations navigate complexity, reduce risk, and unlock human potential at scale. We are not just responding to change-we are forecasting it, shaping it, and enabling enterprise leaders to act on it in real time. This is an opportunity to build a best-in-class performance marketing function that sets the standard for the future of B2B. This is a chance to build the performance engine behind one of the most important transformations in the world of work. We are looking for a leader who doesn't just optimize campaigns-

but redefines how marketing drives revenue, influences buyers, and proves impact.

We are seeking a Director of B2B Performance Marketing to architect and lead SHRM's next-generation performance engine-one that directly drives enterprise pipeline, revenue growth, and customer acquisition efficiency . This role directs our overall B2B lifecycle marketing, sales enablement, demand generation and supports multiple sales teams covering large accounts, midmarket and SMB as well as our advertising sales team. This role is for you if you are smart, hard-charging, and driven for measurable results. Join us if you already know that today's buyers don't wait for sales-they self-educate, compare, and decide earlier. You know how to build systems that: Creates demand, captures demand, and converts demand.

This leader will operate at the intersection of data, AI, media, and revenue strategy , building a system that connects marketing investment to measurable business outcomes . You will define how SHRM shows up in the market, captures demand, creates it, and converts it.

What You'll Lead

Revenue-Centric Performance Strategy

Design and execute a performance marketing strategy aligned to pipeline generation, opportunity creation, and revenue impact

Shift the organization from MQL to SQL thinking to revenue-based performance metrics

Build forecasting models tied to pipeline coverage, CAC, and Y/O/Y growth targets

Must be able to create a full funnel strategy, consult with stakeholders, drive leads to sales and ensure SLAs are supported with enablement materials and more
Full-Funnel Demand & Conversion Engine

Own the end-to-end funnel: awareness ? engagement ? conversion ? pipeline

Optimize acquisition across paid media, search, social, display, retargeting, and emerging AI-driven channels

Partner with product and sales to improve conversion pathways, demo experiences, and enterprise onboarding journeys
Modern Measurement & Marketing Intelligence

Partner with our Business Intelligence (BI) team to implement next-gen measurement frameworks (MMM, incrementality, multi-touch attribution)

Build a unified view of performance across media, CRM, and revenue systems

Establish dashboards that translate marketing performance into business outcomes for executive leadership

Consantly strategize and refine with intelligence available to understand the B2B customer across all business units
First-Party Data & Martech Excellence

Partner with Marketing Operations on strategy for first-party data capture, enrichment, and activation

Partner with Marketing Ops and BI on integrations across CRM, CDP, marketing automation, and analytics platforms

Ensure data integrity from first touch to closed deal
AI-Powered Marketing Innovation

Know when and how the buyer and the entire buying committee is using AI

Leverage AI to improve media efficiency, creative testing, targeting, and personalization

Anticipate and adapt to AI-driven buyer behavior and discovery patterns

Drive experimentation with emerging channels and agent-driven search environments
Creative Velocity & Performance Optimization

Partner with brand and content teams to deliver high-performing, modular creative (we use the sophisicated and complex system of Adobe including Marketo and AJO)

Build rapid test-and-learn cycles to optimize messaging, formats, and landing experiences

Balance brand building with performance efficiency
Sales & Revenue Alignment

Partner closely with Sales, Revenue Operations, and Product to align on:

Pipeline goals

Lead quality and scoring

Conversion benchmarks

Revenue attribution

What Success Looks Like

Clear, measurable contribution to pipeline and revenue growth

Increased conversion rates and marketing efficiency

Strong alignment between marketing, sales, and product

A scalable, AI-enabled performance marketing engine

Qualifications

12+ years in B2B service marketing and demand generation, with at least 3+ years in a leadership role

Proven track record of driving enterprise pipeline and revenue growth

Ability to lead and partner on cross-functional teams across marketing, sales, BI, and product

Experience in complex, multi-product or B2C2B environments preferred

Strong executive communication skills with the ability to translate data into clear business insights

Deep expertise in:

Enterprise-grade B2B omnichannel marketing

Conversion rate optimization

Demand generation, lead scoring, paid media strategy (search, social, programmatic)

Marketing analytics and attribution

Strong understanding of first-party data strategy and martech ecosystems

This role sits at the center of SHRM's continued transformation.

You will help define how we:

Show up to enterprise buyers

Compete in a rapidly evolving AI-driven market

Prove the business impact of marketing

WORK ENVIRONMENT & PHYSICAL REQUIREMENTS

Hybrid Schedule

This position follows a hybrid schedule - Tuesday through Thursday in-office, Monday and Friday remote. Core business hours are 8:00-9:00 a.m. to 5:00-6:00 p.m. local time.

Travel

Occasional travel required (0-10%).

Physical Requirements

Prolonged periods of sitting and working at a computer.

Frequent use of hands 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.

LI

The hiring range for this position is $140,000 to $165,000 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.

Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran's status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.

SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).

We do not sponsor applicants for work visas.

Job Details

Job Family 00 - Marketing & Content

Job Function 00 - Primary

Pay Type Salary

SHRM

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