Senior Customer Relations Manager

About Us:

Latinem India – Global Capability Centre Latinem is a high-performance Global Capability Centre (GCC) delivering world-class strategic, digital, and operational support to Sobha's markets across the Middle East, the United States, and Australia, the leading developer in the Middle East.

Driven by excellence and innovation, Latinem is more than just a support hub — it is the intellectual engine fueling some of the most ambitious real estate projects worldwide.

We bring together top-tier talent across functions, including Engineering, Design, Technology, Finance, Marketing, HR, Procurement, and Business Intelligence — operating at the intersection of precision and scale.

Global Vision, Made in India With its base in India, Latinem bridges time zones, cultures, and business priorities — enabling 24/7 business continuity, strategic execution, and seamless integration with international teams.

Empowering Growth. Inspiring Excellence. Globally Aligned. Locally Brilliant. Always World-Class.

Role Overview:

The Senior Manager / AGM – CRM, based in Hyderabad, will lead and oversee the regional customer relationship function, managing both CRM Operations and CRM Front-End teams. The GEC Team Lead will have a dotted-line reporting relationship to this role. This position reports directly to the GM – CRM, Sobha Realty, with a dotted-line reporting to the Head of CRM and works closely with the CRM core team to ensure alignment with organizational standards, elevate customer experience, and drive operational excellence.

Key Responsibilities:

1. Leadership & People Management

• Lead CRM Operations and Front-End teams with a strong focus on ownership, accountability, and service delivery.
• Foster team growth through coaching, regular feedback, and structured performance appraisals.
• Drive a high-performance culture that reflects Sobha Realty's customer-centric values.

2. Customer Journey Oversight

• Oversee the end-to-end customer lifecycle management from booking through handover and post-handover support.
• Ensure timely and effective resolution of customer queries and escalations across all channels.
• Manage escalations, including high-net-worth individual (HNI) customer cases, ensuring high standards of service and resolution.
• Monitor and drive improvement in key customer experience metrics such as NPS, CSAT, and TAT in collaboration with the Dubai-based CRM core team.

3. Process Governance & Compliance

• Implement and enforce standardized processes and SOPs consistent with central CRM policies.
• Minimize manual dependencies by championing digitization and automation through CRM tools and technologies.
• Track and manage Service Level Agreements (SLAs) and Key Performance Indicators (KPIs) rigorously to ensure performance targets are met.

4. CRM Systems & Digital Transformation

• Ensure effective deployment and utilization of CRM platforms including Salesforce, NICE, and the ONE SOBHA App.
• Drive adoption of digital tools within teams to streamline operations and improve customer interactions.

5. Cross-Functional & Stakeholder Management

• Collaborate closely with the CRM Head and core team to ensure compliance with policies, implement feedback, and resolve operational issues promptly.
• Escalate critical customer cases, compliance breaches, or process deviations to senior leadership and other stakeholders as necessary.

6. Reporting & Performance Tracking

• Provide regular and insightful reports on team KPIs, customer case resolution rates, SPA status, handover progress, and other key operational metrics.
• Participate actively in CRM leadership meetings, audit reviews, and performance sync-ups with the Dubai Head Office.

Qualifications & Skills:

• Engineering/ Architect degree required; MBA preferred.
• Minimum 15+ years of experience in CRM, customer service, or operations, with demonstrated leadership in multi-functional teams.
• Proven experience in managing escalations, including HNI customer handling, in a high-pressure environment.
• Strong expertise in CRM systems (Salesforce preferred); knowledge of real estate processes is a plus.
• Demonstrated ability to track and manage SLA/KPIs effectively.
• Excellent communication, team-building, and interpersonal skills.
• Proficiency in multiple languages will be an advantage given the diverse customer base.
• Proven track record of driving process improvements and leading digital adoption initiatives.