CRM Manager

Position Accountability Statement

The CRM Manager is responsible for leading the end-to-end development and execution of the organization’s CRM and Customer Lifecycle Marketing strategy. This role ensures customer engagement and retention through insights-driven campaigns, seamless marketing automation workflows, opt-in database management and actionable performance reporting.

Broad Responsibility Highlights

• Discovery: Analyzing and Understanding Customer Needs
• Conduct in-depth analysis of customer behavior and lifecycle stages to identify key opportunities for engagement.
• Leverage data from CRM & analytics platforms, customer feedback, and market research to uncover actionable insights for strategy refinement.
• Audit the current CRM ecosystem and campaigns to pinpoint gaps and improvement areas.
• Design: Crafting Strategies and Solutions
• Develop a comprehensive CRM / Customer Lifecycle Marketing strategy that aligns with business goals, focusing on cross-acquisition, engagement and retention.
• Design marketing automation workflows tailored to specific customer segments, ensuring personalization and timely communication across multiple channels.
• Map out customer journeys, defining touchpoints and optimal messaging for each lifecycle stage.
• Establish measurable KPIs and metrics to evaluate CRM performance and campaign success.
• Develop: Building and Implementing Solutions
• Implement the marketing automation tools and systems (e.g. Salesforce, HubSpot, Eloqua, etc.), ensuring seamless integration with existing platforms.
• Manage the opted-in customer database, including segmentation and hygiene, to maximize campaign effectiveness.
• Test and optimize campaigns through A/B testing, dynamic content, and multivariate approaches to improve performance continually.
• Deliver: Executing and Measuring Results
• Launch CRM campaigns and marketing workflows with a focus on driving customer engagement, conversions, and retention.
• Monitor and analyze campaign performance using dashboards and reporting tools, providing insights and recommendations for continuous improvement.
• Report on CRM effectiveness to key stakeholders, highlighting ROI, customer engagement, conversions and areas for optimization.
• Ensure compliance with data privacy regulations (e.g., GDPR, CCPA) throughout campaign execution.
• Agency Management
• Coordinate with agencies to execute multi-channel CRM campaigns, ensuring timely delivery and alignment with organizational priorities.
• Conduct CRM agency selection & performance reviews, as needed
• Manage CRM agency budget
  
  

STANDARD RESPONSIBILITY STATEMENTS

✓ Strives to embody, commits to support and deliver the Management System policy, objectives and initiatives of the organization;

✓ Communicates, engages, directs and supports people to contribute to the Management System effectiveness;

✓ Demonstrates commitment to customers by ensuring applicable statutory and regulatory requirements are determined, understood and consistently met;

✓ Abides by the Management System policies and procedures for the effective management and control of its processes; and

✓ Promotes and utilizes the Process Approach and Risk-based Thinking at work.

✓ Performs other RELATED functions that may be assigned BY THE IMMEDIATE SUPERIOR

Desired Skills And Competencies

• Discovery: Strong analytical skills, data-driven insight generation, and ability to identify customer needs.
• Design: Expertise in CRM strategy development, customer journey mapping, and lifecycle marketing.
• Develop: Proficiency in marketing automation platforms, database management, and campaign creation.
• Deliver: Strong project management skills, performance reporting, and ability to drive measurable results.
• Strategic Thinking and Innovation
• Collaborative Leadership
• Stakeholder Management
• Excellent Communication and Influencing Skills
  
  

Professional Qualification

• 8+ years of experience in CRM, Customer Lifecycle Marketing, or related roles, with a proven record of driving successful campaigns and strategies.
• Hands-on experience with CRM tools and marketing automation platforms (e.g., Salesforce, HubSpot, Oracle).
• Experience in managing agency relationships, including briefing, performance evaluation, and fostering collaboration.
• Solid background in data analytics, campaign management, and lifecycle marketing.
• Bachelor’s degree in Marketing, Business, or a related field
• Experience in industries such as Healthcare, Financial Services or Technology is an advantage.

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