CRM Specialist, Marketing and Communications

Job Description

The CRM Specialist is a pivotal role in our digital marketing team, responsible for harnessing the power of our CRM tool to drive effective marketing and communication strategies. This individual will take ownership of the CRM tool as a primary channel, ensuring its optimal use for marketing automation, strategy development, and overall alignment with our marketing and communications objectives.

With a keen understanding of the customer journey, the CRM Specialist will leverage the CRM platform to create personalized and targeted campaigns with marketing leads, ensuring that our communications are timely, relevant, and impactful. They will continuously evaluate and refine our CRM strategies, ensuring that the tool is not just a repository of customer data but a dynamic platform that fosters meaningful customer relationships and drives business growth.


Owns and Manages the CRM Tool as a Primary Marketing Channel - This function entails the complete oversight and management of the CRM tool, ensuring it serves as an effective channel for our marketing efforts.
  • Developing and implementing CRM campaigns that align with our marketing and communications goals.
  • Continuously monitoring and analyzing CRM metrics to evaluate the effectiveness of campaigns and strategies.
  • Collaborating with other marketing teams to ensure a cohesive customer journey across all touchpoints.
  • Providing training and support to other team members on the CRM tool, ensuring its optimal use across the organization.

Leads Marketing Automation Initiatives - This role requires the specialist to spearhead initiatives that utilize the CRM tool for automating marketing processes, and enhancing efficiency, and personalization.
  • Designing and executing automated marketing campaigns to nurture leads and drive conversions.
  • Segmenting the CRM database for targeted and personalized communications.
  • Testing and optimizing automation workflows to ensure maximum efficiency and impact.
  • Staying updated on the latest automation trends and technologies to keep our strategies current.

Drives CRM Strategy Development - In this capacity, the specialist is responsible for shaping the strategic direction of our CRM efforts, ensuring alignment with broader marketing goals
  • Collaborating with stakeholders to define CRM objectives and KPIs.
  • Mapping out customer journeys and identifying opportunities for engagement through the CRM.
  • Researching and implementing best practices in CRM strategy to keep our approach innovative and effective.
  • Regularly reviewing and updating our CRM strategy based on performance metrics and feedback.

Ensures CRM Tool Alignment with Marketing & Communications Goals - This function emphasizes the integration and alignment of the CRM tool with the overarching goals of the marketing and communications departments.
  • Integrating the CRM tool with other marketing platforms for a seamless flow of data and insights.
  • Setting up and monitoring dashboards and reports to track CRM performance against our goals.
  • Providing regular updates to the digital marketing director on CRM initiatives, successes, and areas for improvement.
  • Collaborating with the IS&T team to ensure the CRM tool's technical performance and security.

Leads CRM Process Establishment, Continuous Evaluation, and Manages the CRM RFP Process - As a key stakeholder in the CRM domain, the specialist will play a central role in the selection of new CRM tools, establishing foundational processes, and ensuring the organization is always equipped with the best CRM solution for its evolving needs.
  • Managing the RFP process for CRM selection, ensuring the chosen tool aligns with organizational requirements and goals.
  • Establishing and documenting new processes for the CRM, providing a clear framework for its use and optimization within marketing & Communications.
  • Continuously monitoring CRM performance, conducting annual evaluations, and comparing it with other CRM options in the market to ensure we remain equipped with the best solution.
  • Collaborating with cross-functional teams during CRM transitions or upgrades, ensuring smooth integration and minimal disruption to ongoing operations.


  • Ability to manage CRM campaigns and project-needed budgets
  • Bachelor's Degree in Communications, Marketing, Business, Informatics or a relevant field required
  • 3 - 5 Years equivalent experience required
  • Proficiency in CRM platforms and tools, adept at marketing automation strategies, strong analytical skills for evaluating CRM metrics, impeccable communication and presentation abilities, understanding of customer journey mapping, expertise in data segmentation and targeting, and a commitment to continuous improvement and staying updated with CRM industry trends.