Senior Specialist, Performance Ad Copywriter at SHRM in Alexandria, VA

Summary: SHRM is seeking a strategic and creative Senior Performance Ad Copywriter to join our growing in-house marketing team. In this role, you will develop high-impact messaging that drives engagement, conversion, and measurable business results across digital channels including display ads, email, SMS, and web experiences. This position is ideal for a copywriter who combines creativity with data-driven thinking and enjoys testing, optimizing, and evolving messaging strategies based on audience behavior and campaign performance. You will partner closely with marketing, creative, product, and brand teams to write for compelling campaigns that connect with professionals and business leaders worldwide. Your work will help HR professionals discover solutions, resources, and experiences that improve workplaces and support employees globally.

What You’ll Do Performance Marketing & Campaign Development

Write short, compelling, conversion-focused copy for display ads, email marketing, SMS campaigns, and digital experiences. Develop ad copy tailored to various stages of the customer journey and buyer intent. Create concise, audience-centered copy that drives engagement, lead generation, and revenue growth. Succinctly translate complex products, services, and solutions into clear, relatable business value.

Optimization & Strategy

Continuously test, optimize, and refine copy using campaign performance data and A/B testing insights. Collaborate with marketing stakeholders to improve campaign performance and customer engagement. Contribute ideas that help evolve SHRM’s messaging strategy and performance marketing approach. Stay informed on emerging digital advertising trends, audience behavior, and best practices.

Collaboration & Communication

Partner cross-functionally with creative, marketing, product, and brand teams to ensure consistent messaging and campaign alignment. Effectively manage multiple projects and deadlines in a collaborative, fast-paced environment. Support a culture of creativity, experimentation, and continuous improvement.

What We’re Looking For Required Qualifications

5+ years of experience in performance, conversion-focused copywriting with a focus on display ads and email. Proven experience writing ad copy tied to measurable performance metrics such as engagement, clicks, leads, pipeline growth, or revenue. Strong understanding of digital marketing and advertising channels, audience behavior, and conversion-focused strategies. Experience developing copy across display ads, email, SMS, and digital campaigns. Exceptional ability to simplify complex information into short, clear, and compelling copy. Strong project management and organizational skills with the ability to manage multiple priorities effectively. Experience leveraging AI tools to streamline workflows, accelerate ideation, and enhance content development while maintaining strong creative judgment.

Preferred Qualifications

Experience supporting medium-to-large brands or enterprise organizations. Familiarity with A/B testing methodologies and performance optimization. Understanding of display ad best practices and conversion-focused copywriting. Experience in B2B, membership-based, professional services, or mission-driven organizations.

Knowledge, Skills & Abilities

Ability to write concise, engaging copy tailored for digital-first audiences. Strong understanding of how messaging influences customer engagement and decision-making. Ability to adapt tone, style, and messaging across multiple channels and audience segments. Strong collaboration and communication skills. Strategic thinker with a balance of creativity and analytical problem-solving. Comfortable working in a dynamic, evolving marketing environment.

What Success Looks Like

Your campaigns consistently improve engagement and conversion performance. Your copywriting helps audiences clearly understand SHRM’s products, services, and value. You become a trusted creative partner across marketing and business teams. Your work contributes measurable impact to pipeline growth, audience engagement, and business goals.

Candidates should be prepared to share a portfolio showcasing performance-focused copy across digital advertising, email, SMS, landing pages, and web experiences, or related advertising channels.

Physical Requirements This position operates in a typical office environment 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 Position (3 Days In-Office, 2 Days Remote):

This position follows a hybrid work schedule, requiring in-office presence [three days per week] and remote work [two days per week]. Core business hours begin between 8:00 and 9:00 a.m. and end between 5:00 and 6:00 p.m. local time. The office environment includes a standard workstation setup with collaborative spaces, while remote work requires a reliable high-speed internet connection and a suitable home workspace. Employees must maintain availability during standard business hours and adhere to company policies for both in-office and remote work.

Travel: 0 – 10% #LI The hiring range for this position is $85,000 to $98,000 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