Managing CRM platforms and proposing customer - focused strategies for projects at Mercantil. Collaborating with teams for implementation and enhancements in a dynamic banking environment.
About the role
- CRM Strategy Manager leading customer relationship management strategies for Ford Credit. Enhancing customer loyalty and engagement through data-driven insights and marketing alignment.
Responsibilities
- CRM Strategy & Implementation: Design and implement CRM campaigns and strategies aligned with business objectives and customer lifecycle goals, specifically supporting marketing initiatives aimed at increasing customer engagement, retention, and loyalty. Oversee CRM system configuration, customization, and integration with other enterprise platforms (ERP, DMS, marketing automation, AEM, etc.).
- Customer Data Analysis & Segmentation: Analyze complex customer data sets to derive actionable insights, segment customers based on behavior, purchase history, and personalize communication approaches for targeted marketing initiatives. Ensure data integrity, segmentation, and compliance with privacy regulations (GDPR, CCPA, ECOA).
- CRM System Management: Oversee the day-to-day operation, configuration, user access management, and continuous improvement of Ford Credit's CRM software (e.g., Salesforce), ensuring data accuracy and smooth workflows.
- Customer Engagement & Campaigns: Collaborate with marketing teams to design targeted campaigns using CRM insights. Implement automated workflows for lead nurturing, service reminders, and loyalty programs.
- Cross-Functional Collaboration: Work closely with marketing, sales, customer service, aftersales, and IT departments to ensure CRM adoption and alignment with operational processes. Ensure CRM efforts are aligned with overall business objectives and to enhance lead tracking, pipeline visibility, and conversion rates. Train and support internal teams on CRM best practices and usage.
- Performance Monitoring & Reporting: Develop dashboards and reports for leadership to track KPIs such as retention, loyalty, and conversion rates with a specific focus on marketing campaign effectiveness and ROI. Monitor customer feedback, track marketing metrics and trends, and prepare and deliver regular reports on campaign performance and interactions to identify opportunities for improvement.
- Customer Journey Optimization: Design and manage customer journeys to maximize engagement and revenue, identifying opportunities to upsell or cross-sell financial products and services.
- Training & Compliance: Ensure all CRM activities comply with relevant laws and regulatory standards within the financial services industry.
- Continuous Improvement: Monitor CRM performance and recommend enhancements to improve marketing efficiency and customer satisfaction. Stay updated on emerging CRM technologies, certifications/trainings and automotive industry trends.
Requirements
- Education: Bachelor's degree in Marketing, Business Administration, Information Systems, or a related field, with a strong preference for a marketing background.
- Experience: Minimum of 7-10 years of experience in a CRM, retention marketing, or customer success role.
- Technical Proficiency: Hands-on experience and strong understanding of CRM software (e.g., Salesforce, Microsoft Dynamics, SAP CRM), marketing automation tools, database management, and data analysis tools.
- Analytical Skills: Proven ability to analyze complex data to derive actionable insights and strategies, with experience in data visualization and reporting.
- Communication Skills: Excellent verbal and written communication skills for effective collaboration, reporting, and presenting information to various stakeholders, especially in presenting insights and recommendations to marketing leadership. Strong project management and stakeholder engagement skills.
- Marketing Principles: Strong understanding of marketing principles, customer segmentation, and marketing automation to develop highly targeted campaigns and personalized experiences.
Benefits
- Immediate medical, dental, vision and prescription drug coverage
- Flexible family care days, paid parental leave, new parent ramp-up programs, subsidized back-up child care and more
- Family building benefits including adoption and surrogacy expense reimbursement, fertility treatments, and more
- Vehicle discount program for employees and family members and management leases
- Tuition assistance
- Established and active employee resource groups
- Paid time off for individual and team community service
- A generous schedule of paid holidays, including the week between Christmas and New Year’s Day
- Paid time off and the option to purchase additional vacation time.
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