Globoforce, Inc. Director, WorkHuman Audience Acquisition Marketing in Framingham, Massachusetts

Are you a demand creation and digital marketing guru? Do you thrive when you can sink your teeth into an exciting marketing challenge? Does the idea of building the marketing campaign strategy for the fastest-growing conference in the HR industry pump you up? We’re seeking a rock star marketing Director to lead the charge on creating demand for our world-class, award-winning conference, WorkHuman. This role will lead all aspects of audience acquisition for the conference, with a focus on creating the ideal audience – both size and composition. The Director will be responsible for translating the business objectives of the conference into a creative, strategic marketing plan built to creatively and efficiently achieve audience goals using a combination of awareness, conversation, and relationship tactics. You will also direct the cross-functional team to execute the plan and track results, ensuring the campaign deliverables are on point, on track, and delivering desired results. Collaboration with Customer Success, Sales, and the Globoforce executive team will be part of your daily routine with constant communication to ensure we are supporting and enabling these groups for successful outreach to key audiences.

This position reports to the Vice President of Events Marketing.


  • Lead the effort on formulating the audience acquisition strategy based on established registration and audience composition goals

  • Develop multi-channel, integrated, segmented marketing plan to achieve registration goals

  • Oversees execution of all campaigns, working closely with event logistics, content, creative, operations, and outside agencies/vendors

  • Manage the WorkHuman marketing budget including allocation and ongoing optimization across channels and campaigns, and analysis to improve efficiency of cost per acquisition

  • Leads all media buying activity including research, proposals, negotiation, contracts, execution, ongoing publication/channel management, and analytics

  • Establish campaign and channel level metrics and collaborates with internal teams to track, measure, report, and present results

  • Present/communicate strategy, plan, status to executive stakeholders and their teams to ensure organization-wide alignment

  • Collaborate with Sales and Customer Success to provide promotion calendar, messaging, and tools to assist with rep/CSM outreach/social selling

  • Continuously innovate with respect to marketing techniques by introducing new strategies and channels to the WH audience acquisition marketing mix

  • Coach and build a team of marketing professionals, focused on Audience Acquisition and digital campaign management

Qualifications & Requirements:

  • 10+ years of experience of demand generation and digital marketing with a focus on integrated campaign strategy.

  • Seasoned in developing and executing marketing strategies and campaigns for large events/conferences

  • Ability to oversee a cross-functional marketing team executing a complex campaign with aggressive timelines and goals

  • Data-driven with a deep understanding of marketing metrics and how to continuously optimize

  • Experienced with media planning/buying across a variety of channels – PPC, paid social, retargeting, video, audio, trade publications, etc.

  • Outstanding project management skills

  • Extremely detailed oriented

  • Excellent presentation skills

  • Agile worker, adaptable

  • Thrive in a fast-paced environment and collaborate seamlessly across the organization.

  • Passion for building teams and coaching/developing people

Pioneer of the WorkHuman movement, Globoforce makes work more human for millions of people and organizations worldwide. Today, Globoforce is the leading provider of human applications, including its award-winning Social Recognition solution. Through its WorkHuman Cloud suite of products, companies can strengthen employee performance and relationships between people and teams on a more positive, socially connected level – in tune with how work gets done today. Founded in 1999, the company is headquartered in Framingham, Mass., and Dublin, Ireland.

External Company Name: Globoforce, Inc.

External Company URL:

Street: 200 Crossing Blvd