Senior Specialist, Brand Communications

  • SHRM
  • Alexandria, VA, USA
  • Sep 08, 2020
Full time Marketing

Job Description

The Communication Department is responsible for informing all of SHRM’s audiences on SHRM’s thought leadership, mission and activities in a positive, consistent and credible manner. The Communication Department is also responsible for publicly protecting and defending SHRM’s reputation and brand. Typically, this means working directly with news organizations and journalists responsible for producing the news and features in mass media. In other instances, it means utilizes social media to exchange information about SHRM directly with the press, key audiences and influencers. The Communication Department encompasses Brand, Media Relations, Social Media Engagement and Corporate Communications. The collective team engages in a variety of work related to managing SHRM’s reputation and brand image among SHRM’s members as well as elevating the reputation to business leaders and policy makers on a broader, global scale.


The Senior Specialist, Brand Communications provides support in all things SHRM Brand and help position SHRM as thought leader at the intersection of employers, employees and the economy. As a member of the Brand Team, the senior specialist promotes the brand through creative and engaging messaging, helps define the department’s reputation, and supports the business goals through powerful storytelling opportunities across paid, earned, owned and social channels.


The Sr. Specialist, Brand Communications also supports the Director of Brand Communications in brand strategy and strategic use of logos, icons and messages as one branded house across departments, activations and networks. Activities may include but not limited to integrated marketing programs, commercial programs, PR campaigns, and thought leadership around the brand.

  • Be a key driver delivering the brand’s ambition and business goals.

  • Collaborate across functions to develop and execute position and messaging strategies that bring product and member experiences to life.

  • Supports the Director of Brand Communications for company level brand strategy and campaign development.

  • Manage projects and deliverables in support of brand activations, roll outs and vendor coordination.

  • Draft communication plans to support branding and stakeholder engagement.

  • Support digital and print marketing efforts through messaging and creative storytelling.

  • Support SHRM brand at events and conferences by editing signage, consulting on placement, brand activation opportunities and messaging.

  • Track and report out on consumer insights and analytics for the SHRM Brand.

  • Support the director of SHRM Brand Communications in identifying new opportunities to showcase the SHRM brand at external events including (executive visibility, branded campaigns, tradeshows, and national ads).

  • Collaborate to support the SHRM brand on product launch strategy, brand themes and initiatives from initial launch strategy through promotional and post-launch follow up to achieve brand visibility, and new audience introductions of the brand.

  • Collaborate with the planning execution of all components of the approved strategy and integrated brand plans.

  • Think of out-of-the-box ways to activate against key events, social media, influencers, event/pop-up activations, partnerships, email and new channels to maximize membership applications and new revenue opportunities for SHRM – driving the brand experience across new and existing audiences.

  • Measure and drive demonstrable business results and ROI through brand building.