Manager, Marketing Lifecycle & Special Initiatives

Summary

The Marketing Manager, Lifecycle & Special Initiatives, supports BAM’s business-to-moment (B2M) marketing strategy by delivering targeted, data-informed marketing experiences based on audience needs and moments that matter.

The role has four primary areas of responsibility: driving member retention and renewal through lifecycle marketing; leading marketing for designated products and strategic initiatives with distinct audiences; coordinating marketing budget management and spend visibility; and maintaining a unified performance scorecard that provides BAM leadership with a holistic view of marketing effectiveness.

Responsibilities

• Design and execute always-on lifecycle marketing journeys that strengthen member engagement, retention, and renewal, with renewal performance as a primary KPI.
• Use audience behavior, lifecycle stage, and key moments to create relevant engagement strategies that move beyond traditional B2B and B2C segmentation.
• Lead marketing strategy and execution for designated products, innovation initiatives, and early-stage offerings with distinct audiences within the SHRM ecosystem.
• Partner with Content, Campaign Strategy, MarTech, Product, and other stakeholders to develop and execute integrated marketing plans.
• Manage BAM marketing budget tracking, including monitoring spend against approved allocations, reconciling expenditures with Finance and NetSuite/GL reporting, and identifying variances.
• Coordinate cross-functional visibility into marketing investments across BAM’s strategic spend categories and support informed resource allocation decisions.
• Build and maintain an integrated marketing performance scorecard incorporating measures such as renewal rate, customer acquisition cost, margin contribution, and campaign performance.
• Partner with Business Intelligence and Finance to ensure reporting is accurate, consistent, and actionable.
• Translate marketing performance data into clear insights and recommendations for BAM leadership.

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 lifecycle, retention, performance, or integrated marketing.
• Experience developing and executing marketing strategies across multiple products, audiences, or customer segments.
• Experience managing marketing budgets, spend tracking, and financial reporting.
• Experience with marketing automation platforms, campaign measurement, and performance analytics.

Certifications -NA

Knowledge, Skills & Abilities

• Strong understanding of lifecycle, retention, and performance marketing principles.
• Ability to translate customer and member insights into targeted marketing strategies and journeys.
• Strong analytical capabilities with experience developing dashboards, scorecards, and executive-level performance reporting.
• Financial acumen and comfort managing budgets, reconciling spend and identifying performance or investment variances.
• Ability to manage multiple initiatives and work effectively across cross-functional teams.
• Strong stakeholder management, communication, and project management skills.
• Results-oriented mindset with a focus on measurable business and marketing outcomes.
• Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.

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 $110,000 to $130,000 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.