Manager of Journey Strategy and Architecture

Title: Manager of Journey Strategy & Architecture

Location: Alexandria United States

Industry:Human Resource Management

Level:Salary

Job Family:Marketing & Content

Compensation:$110,000 to $130,000 per year

Job Description:

Manager of Journey Strategy & Architecture

SHRM is a member-driven catalyst for creating better workplaces where people and businesses 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 todays evolving workplaces. With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

Alexandria, VA

SHRM

SHRM is a member-driven catalyst for creating better workplaces where people and businesses 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. 

Are you interested in growing your career with us? If so, we encourage you to explore our available career opportunities and join our team at SHRM today!

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Salary

$110,000 to $130,000 per year

Overview:

The Manager of Journey Strategy & Architecture leads the design, deployment, and continuous optimization of SHRM’s automated lifecycle programs within the Adobe Engine, translating strategic audience insights into personalized, data-driven experiences that engage, convert, and retain SHRM’s audiences.

Reporting to the Director, Journey Orchestration & Optimization, this role serves as the operational lead for journey orchestration in Adobe Journey Optimizer (AJO) and Marketo, turning lifecycle vision into executable, measurable programs that strengthen acquisition, retention, and cross-sell performance.

The Manager works closely with the Manager of Marketing Operations team to align automation workflows, data governance, and system capabilities, ensuring that journeys run efficiently, compliantly, and at scale. This position also collaborates with Business Intelligence (BI) to inform journey design with audience analytics, behavioral data, and performance insights that drive smarter decision-making.

In addition, the role partners with Performance Marketing, Digital Experience, and Product teams to ensure end-to-end orchestration across all marketing and member touchpoints.

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%

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Responsibilities:

• Lead the planning, development, and optimization of automated journeys in Adobe Journey Optimizer (AJO) and Marketo, ensuring campaigns are audience-led, insight-driven, and aligned to business goals.
• Collaborate with the Director and marketing leadership to translate lifecycle strategies into actionable workflows, using segmentation, triggers, and behavioral data to deliver contextual, personalized engagement.
• Partner with the Marketing Operations team to ensure automation workflows, integrations, and governance processes support accurate targeting and cross-platform consistency.
• Work with the BI team to leverage behavioral, transactional, and engagement data for audience segmentation, testing, and journey optimization.
• Collaborate with BI to validate data sources, analyze performance dashboards, and apply insights to refine journey strategy and targeting. ️
• Partner with BI to define journey KPIs, build reporting frameworks, and evaluate performance across engagement, conversion, and retention metrics.
• Oversee daily execution of lifecycle campaigns, including setup, logic management, suppression rules, and troubleshooting across audiences and segments.
• Coordinate with Performance Marketing to connect demand generation campaigns with downstream nurture, onboarding, and retention programs.
• Partner with Digital Experience to align website, store, and on-site personalization strategies with AJO journeys, ensuring cohesive cross-channel experiences.
• Collaborate with Product, Sales, and Customer Success to ensure lifecycle programs support member engagement, renewals, and upsell opportunities.
• Lead journey testing and optimization using A/B testing, holdout groups, and audience experiments to improve conversion and engagement rates.
• Utilize AI and predictive analytics for next-best-action modeling, timing optimization, and dynamic content personalization.
• Maintain detailed documentation of journey logic, workflows, and dependencies to ensure transparency and scalability across the Adobe Engine.
• Ensure compliance with privacy and data regulations (GDPR, CCPA, CAN-SPAM) and enforce data hygiene and consent management standards.
• Mentor and develop Journey Strategists and Campaign Deployment Specialists, fostering collaboration and operational excellence within the team.
• Contribute to Adobe Engine roadmap discussions, representing journey-related requirements, enhancements, and cross-platform opportunities.

Requirements:

Education:

• Bachelor’s degree in business administration, marketing, or relevant equivalent experience in lieu of degree.

Experience:

• Seven (7) or more years of experience in digital marketing, marketing automation, or lifecycle marketing, including at least three (3) years of people management experience.
• Proven success executing automated lifecycle programs within Adobe Experience Cloud or similar enterprise platforms.
• Experience collaborating with BI and analytics teams to apply data-driven insights to marketing strategy.
• Demonstrated ability to manage complex, cross-functional marketing initiatives across multiple business units or audience segments.

Certifications:

• Adobe Journey Optimizer or Adobe Experience Platform certification preferred.
• Marketo, Salesforce, or related marketing automation certifications a plus.

Knowledge, Skills & Abilities:

• Deep understanding of multi-channel lifecycle marketing, marketing automation, and personalization workflows.
• Strong collaboration skills, with proven ability to partner effectively with BI, Marketing Operations, Digital Experience, and Performance Marketing teams. 
• Proficiency in Adobe Experience Cloud (especially AJO), CRM systems, and analytics tools.
• Analytical mindset with the ability to interpret behavioral data, identify optimization opportunities, and translate insights into execution.
• Strong technical understanding of audience segmentation, identity resolution, and data integration across marketing platforms.
• Familiarity with AI-driven engagement, predictive analytics, and next-best-action modeling.
• Excellent organizational and project management skills; able to manage multiple priorities in a fast-paced environment.
• Exceptional communication and interpersonal skills; able to collaborate across creative, technical, and analytical disciplines.
• Commitment to data integrity, governance, and continuous process improvement.
• Strong leadership and mentoring abilities, fostering accountability, curiosity, and innovation within the team.

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.

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.