Director, B2B Performance Marketing
SHRM, Alexandria, VA, United States
Overview
SHRM is a member-driven catalyst for creating better workplaces where people and business 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.
Director, B2B Performance Marketing
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 YoY 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 sophisticated 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.
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.
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Director, B2B Performance Marketing
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 YoY 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 sophisticated 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.
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.
#J-18808-Ljbffr