Senior Specialist, Performance Ad Copywriter

About the role

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.

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%

Responsibilities

• 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.

• 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.

• 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.

Requirements

• 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.

• 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.

Physical Requirements

• 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.