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Manager, CRM Platform & Campaign Management
– VCI002992 – Hybrid Remote
Primary Location Canada-Ontario-Ajax
Role Summary
The Manager, CRM Platform and Data will establish our eCRM program and roadmaps to accelerate and advance our CRM vision and technologies to build long term relationships with prospects and customers. This role will be responsible for defining approach, methodologies, frameworks and roadmap for our CRM strategy and adoption of Salesforce suites (Marketing and Sales Cloud) and other relevant Martech tools. It will also drive CRM best practices across the organization including definition of how to get quality first-party data, audience optimization, performance marketing, and conversion optimization and enable the CRM end users to define their customer strategies.
The role will be focused on connecting brand, vehicle, customer and dealer data to support the Digital, Sales, Marketing and Dealer channels and functions with data models, Next Best Action engine, and an integrated CRM ecosystem. It will also support our new product development in new data needs and journeys needed. To help achieve this, the CRM Lead will work collaboratively with our global headquarters, cross-functional teams and countries (US and Canada). It will support from a CRM perspective consumer analytics/insights and partner with IT to roll out our suite of CRM tools with a keen eye for driving efficiencies while delivering personalization at scale.
Should also have deep expertise in CRM technologies and business rollouts, and experience leading CRM program and platform rollouts.
Role Responsibilities
- CRM Governance
- CRM Rollout and Program Management
- Leadership
Responsibilities will include:
- Lead the digital transition of our growing CRM platforms to our digital and cross channel connected customer experiences.
- Ensure our CRM ecosystem is delivered in an integrated, efficient way
- Lead or partner on CRM solutions developed outside of teams, specifically in our customer service and knowledge management areas
- Lead campaign managers to continuously execute on Loyalty/Rewards programs for our customers and dealers
- Build out of Sales Cloud for sales and remarketing areas
- Benchmark competition to offer up recommendations on best-in-class CRM practices
- Ensure global consistency while localizing and delivering increased personalization
- With IT lead ongoing investment strategy in our CRM technologies
- Partner with IT on ongoing release and rollout planning of CRM capabilities
- Build a CRM center of excellence to provide governance to our community of CRM end users in US and Canada
- Ensure market specific execution (US and Canada) is planned with both markets
Experience
- 12+ years of experience in marketing, digital product management, or operational technology environments
- 6+ years in Salesforce and CRM platform rollout and management
- 6+ years of product management and equivalent experience working with CRM platforms, in particular Salesforce suites
- 4+ years of experience leading teams, directly or indirectly
Education
- Bachelor’s degree in Business, Marketing, Computer Science, or Engineering (required)
- Master’s degree in Entrepreneurship, Business, Marketing, Computer Science, or Engineering (desired)
Skills
- Deep understanding of business rollout and management of scaled CRM solutions; specifically, Salesforce suite implementations
- Strong partnership with technology teams on enabling and empowering software development resources and product owners to deliver
- A bias to action and a proven track record of delivering solutions within a matrixed organization to market at rapid speed
- A “general manager” mindset, with passion and experience of not just launching but owning their success and growth of CRM platforms, CRM practices, and modern campaign and journey management
- Ability to lead data and implementation owners
- Ability to lead direct teams as well as matrixed partner teams as well as collaborate across brands and organization.
- A fantastic storyteller who is at ease presenting to, and can influence senior executives, peers, and employees
Required Specialized Skills
- Proven experience managing an expansive CRM roadmaps
- Expertise on the capabilities and functionality of Salesforce platform, business processes, and integration technologies
- Understanding of major marketing acquisition funnels, tactics and metrics
- Understanding of personalization and loyalty growth implementation
- Experience directing cross-functional product development teams on end-to-end delivery of complex projects
- Success in developing strong working relationships across many layers of an organization, outside agencies and vendors
- Knowledge and practice of core principals of Agile methodology and development practices
- Comfortable working with tight deadlines; must be proactive and able to multi-task.
- Ability to partner globally with our extended CRM teams on implementing direction for the markets
- Comprehensive understanding of the latest web and mobile product technologies and user experience best practices
Desired Specialized Skills
- Ability to be both strategic and delivery focused
- Background in progressive data and CRM methodologies
- Agile product management and delivery experience
Work Flexibility
- Travel 20% of the time
VW Credit Canada, Inc. is committed to the health, safety, and well-being of our employees. Effective November 8, 2021, VW Credit Canada, Inc. will require all new employees to be fully vaccinated (with the number of doses recommended by public health guidance) against COVID-19. New employees will be required to provide proof of vaccination or entitlement to an exemption. If you are entitled to an exemption (as determined by VW Credit Canada, Inc.) then you will be required to follow the company’s applicable protocol for unvaccinated workers. VW Credit Canada, Inc. is also committed to working with and providing reasonable accommodations to individuals with disabilities. Please let your recruiter know if you need an accommodation at any point during the interview process.