Lead, B2B Performance Marketing

Summary

The Lead, B2B Performance Marketing is responsible for overseeing the day-to-day execution, optimization, and performance of B2B demand generation initiatives across SHRM's products, solutions, and events. This role provides functional leadership to a team, coordinating priorities, managing workflows, and ensuring the effective execution of integrated marketing campaigns that drive lead generation, pipeline growth, and business results.

Reporting to the Manager, Demand Generation, the Lead translates established marketing strategies and budgets into actionable plans, oversees campaign quality and lead management processes, and serves as a primary resource for troubleshooting, performance analysis, and cross-functional coordination. The position also directly manages a portfolio of complex, high-priority marketing initiatives, leveraging advanced channel expertise and data-driven insights to optimize performance.

The Lead provides coaching, guidance, and day-to-day direction to team members while maintaining accountability for operational efficiency, campaign effectiveness, and continuous improvement. Working closely with Marketing, Sales, Marketing Technology, and other stakeholders, this role ensures that demand generation activities are aligned with organizational objectives and support a consistent, high-quality experience across SHRM's B2B offerings.

Responsibilities

Team Leadership & Workflow Management

Provide day-to-day functional leadership to staff, assigning responsibilities, establishing priorities, balancing workloads, and ensuring timely execution of marketing initiatives across multiple business areas.

Coordinate intake and prioritization of new marketing requests, establishing project scope, ownership, timelines, and resource requirements.

Coach and mentor team members on campaign execution, channel optimization, testing, and marketing best practices, providing constructive feedback to strengthen performance and work quality.

Oversee project management workflows and reporting tools, ensuring visibility into campaign progress, deadlines, resource capacity, and potential risks.  

Campaign Execution, Quality & Optimization

Oversee the execution and optimization of B2B demand generation campaigns, ensuring alignment with established marketing strategies, performance objectives, and approved budgets.

Serve as the primary reviewer of campaign plans, creative assets, forms, lead flows, and launch readiness, ensuring accuracy, consistency, and quality before final approvals.

Manage end-to-end execution of assigned high-priority products, solutions, and events, including complex multi-channel campaigns and strategic marketing initiatives.

Evaluate campaign performance and implement routine optimizations across bidding, targeting, creative, and testing within established guidelines.

Identify and test new marketing channels, tactics, and opportunities to improve campaign effectiveness, lead generation, and cross-solution engagement.

Prepare recommendations for new campaigns, major program changes, and budget adjustments for Manager review and approval.

Lead Management & Marketing Technology

Oversee operational standards for lead generation forms, landing pages, campaign tracking, naming conventions, UTMs, and Marketo program setup.

Monitor lead capture, scoring, routing, and progression through the sales funnel, identifying and resolving issues in collaboration with Marketing Technology and other stakeholders.

Partner with Sales and business owners to improve lead definitions, handoff processes, lead quality, and pipeline effectiveness.

Identify opportunities to enhance marketing automation, data integrity, and integration processes to improve campaign execution and reporting accuracy.

Budget Monitoring, Analytics & Reporting

Monitor campaign spending and budget pacing across assigned marketing programs, identifying variances and recommending adjustments to optimize performance and resource utilization.

Develop and review weekly and monthly campaign performance reports, translating data into actionable insights and recommendations.

Support the preparation of quarterly business reviews, leadership presentations, and performance summaries.

Collaborate with Business Intelligence and other stakeholders to ensure consistent performance metrics, reporting standards, and attribution methodologies.

Cross-Functional Collaboration & Continuous Improvement

Serve as a primary day-to-day point of contact for Creative, Content, Marketing Technology, Sales, and other business partners to coordinate campaign execution and resolve operational challenges.

Represent B2B Performance Marketing in cross-functional meetings, providing updates, recommendations, and guidance while escalating strategic or budget-related decisions as appropriate.

Identify opportunities to improve marketing workflows, processes, technologies, and team effectiveness.

Serve as a resource and operational backup to the Manager, supporting continuity of day-to-day marketing activities and decision-making within established authority.

Leverage emerging technologies, including artificial intelligence, to enhance marketing efficiency, campaign optimization, and overall work quality.

Education & Experience Requirements

Education

Bachelor's degree in Marketing, Business, Communications, or a related field, or relevant equivalent experience in lieu of degree.

Experience

Seven (7) or more years of experience in B2B performance marketing, demand generation, or digital acquisition.

Demonstrated success developing, executing, and optimizing multi-channel marketing campaigns that generate measurable lead and pipeline growth.

Advanced hands-on experience with Marketo, including campaign management, forms, lead scoring, automation, and lead routing.

Experience managing paid media campaigns, monitoring budgets, and using performance analytics to inform optimization decisions.

Experience coordinating complex marketing initiatives across multiple products, solutions, business areas, or events.

Demonstrated experience collaborating with Sales, Marketing Technology, Creative, and other cross-functional stakeholders.

Certifications - NA

Knowledge, Skills & Abilities

Advanced knowledge of B2B demand generation, digital marketing channels, marketing funnels, lead lifecycle management, lead scoring, and sales pipeline optimization.

Strong proficiency with Marketo, paid search, paid social, and digital advertising platforms, including Google Ads, LinkedIn Campaign Manager, and related tools. Familiarity with Formstack, Zapier, Adobe Journey Optimizer (AJO), and Adobe Experience Manager (AEM) preferred.

Strong analytical skills with experience using Adobe Analytics, Customer Journey Analytics (CJA), Power BI, Tableau, or similar platforms to evaluate campaign performance and develop actionable recommendations.

Demonstrated ability to provide functional leadership, establish priorities, delegate responsibilities, coach team members, and promote accountability and continuous improvement.

Strong organizational and project management skills, with the ability to manage multiple complex initiatives, balance competing priorities, and ensure timely execution.

Excellent communication, relationship management, and problem-solving skills, with the ability to influence stakeholders, coordinate cross-functional activities, and exercise sound judgment in decision-making and escalation.

Ability to leverage artificial intelligence, automation, and emerging marketing technologies to streamline workflows, enhance productivity, and improve marketing effectiveness.

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 $100,000 to $120,000 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.