HR Certification Institute
Job Description
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Marketing Manager
HR Certification Institute
Senior Specialist / Marketing
Director, Marketing & Events
Exempt
Elizabeth Richards
07/2014
SUMMARY: The Marketing Manager is responsible for the HR Certification Institute’s (the “Institute”) brand
marketing and advertising initiatives, in alignment with the Institute’s Strategic Plan, to build the business and
promote the Institute and its products and services. This position is also responsible for acquisition/retention
campaigns and the corporate website. This position works collaboratively with members of the Institute’s
marketing team, internal partners, and external vendors to ensure a consistent, effective, and timely delivery of
marketing programs and initiatives.
ESSENTIAL FUNCTIONS:
 Work collaboratively within the marketing team and all internal departments to continual improve
operational effectiveness and achieve the organizational goals and objectives in support of the Institute’s
strategic plan.
 Manage brand marketing and advertising initiatives/campaigns for the Institute:
o Develop and implement the advertising campaign strategy, measure results and make recommendations;
ensure consistent messaging
o Manage/track advertising expenditures and conducting monthly analysis
o Manage the advertising calendar
o Manage ad and collateral file inventory/ job system
o Manage internal art direction and concept management for brand related visual assets
o Manage Certificant engagement stories, testimonials, organizational case studies and related content
 Manage the Institute’s Marketing Acquisition Programs:
o Develop and implement the acquisition marketing strategy, including webinars and monthly analysis;
conduct follow-up to measure satisfaction, ROI and identify improvement opportunities
 Manage the Institute’s Marketing Retention Programs:
o Develop and implement the retention marketing strategy, including webinars and monthly analysis;
conduct follow-up to measure satisfaction, ROI and identify improvement opportunities
 Website content management and analysis:
o Manage web content strategy for core HRCI.org and campaign related web extension
o Coordinate Search Engine Optimization (SEO) and Search Engine Marketing (SEM) efforts
o Manage the approval process of website content contribution from within Institute
o Conduct monthly web analysis meetings with internal stakeholders and prepare reporting
 Manage Marketing vendor relationships related to advertising and brand management
 Provide continuous process improvement recommendations to enhance program success and ensure the
Institute is participating in value-added activities.
 Collaborate with HR to continually develop and improve staff capabilities and capacity to ensure business
objectives are exceeded while maintaining a highly engaged staff that is challenged and aligned with the
Institute’s vision, mission and values.
 Other duties as assigned consistent with the goals of the HR Certification Institute.
SUPERVISORY RESPONSIBILITY:
 Marketing Coordinator (2)
QUALIFICATIONS: To perform this job successfully, an individual must be able to perform each essential
duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability
required. Reasonable accommodations may be made to enable individuals with disabilities to perform the
essential functions.
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Extensive knowledge of general marketing concepts and terminology, strong business acumen
Strong Project/Program Management skills
Strong analytical and organizational skills with attention to detail
Exceptional interpersonal skills, exhibits a positive attitude and a professional demeanor
Exceptional written and oral communication skills, a focused listener
Demonstrated problem solving skills, resourceful
Effective negotiation skills, diplomatic
Excellent presentation skills
Strong Microsoft Office Suite skills
Ability to work with creativity and flexibility in a fast paced environment
Ability to work independently as well as collaboratively with internal and external stakeholders
Ability to follow schedules and meet deadlines
Ability to create new processes and demonstrate sound judgment
Ability to anticipate challenges and effectively resolve conflict by identifying opportunities
Ability to inspire and motivate constituents
Ability to pro-actively manage and develop direct reports and teams
EDUCATION & EXPERIENCE
 Bachelor’s Degree required; a focus or Masters in Marketing, highly desirable
 5+ years of applicable marketing experience, required
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Supervisory experience, highly desirable
Experience with email marketing software, required
Web Content Management experience, required
Adobe Creative Suite experience, required
PHYSICAL DEMANDS: The physical demands described here are representative of those that must be met
by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be
made to enable individuals with disabilities to perform the essential functions.
WORK ENVIRONMENT: The work environment characteristics described here are representative of those
an employee encounters while performing the essential functions of this job. Reasonable accommodations may
be made to enable individuals with disabilities to perform the essential functions.
TRAVEL: up to <5%, dependent on business need
Acknowledged by:
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