CRM & Automation Manager

Position Title: CRM & Marketing Automation Manager

Location: IMS Design & Innovation Academy (IMS DIA), Noida

Reports To: Vice President

Employment Type: Full-Time (Onsite)

Experience Required: 4–7 Years in CRM, Marketing Automation, or Growth Marketing (Education sector preferred)

About IMS DIA

IMS Design and Innovation Academy (IMS DIA) is a leading institution offering specialized programs in Fashion, Interior, Product, Jewelry, and Communication Design. With a mission to empower students to succeed in global creative industries, IMS DIA blends design thinking, innovation, and academic rigor.

To strengthen student acquisition, engagement, and retention, IMS DIA seeks a CRM & Marketing Automation Manager to build, manage, and optimize its CRM ecosystem and automation platforms.

Role Overview

The CRM & Marketing Automation Manager will be responsible for the end-to-end management of CRM platforms, marketing automation campaigns, and lead funnel optimization. The role involves designing personalized communication workflows, ensuring data accuracy and compliance, and driving measurable enrollment growth.

This role requires a blend of technical expertise, marketing knowledge, and analytical skills to ensure seamless student journeys from inquiry to enrollment to retention.

Key Responsibilities

1. CRM Management & Strategy

• Own the end-to-end CRM system, ensuring it is fully functional, scalable, and aligned with institutional needs.
• Define data architecture, segmentation, and lead scoring models.
• Ensure data accuracy, hygiene, and compliance with Indian IT/Data Protection laws and GDPR.
• Regularly update and optimize the CRM to adapt to new business requirements.

2. Marketing Automation

• Develop and execute automated multi-channel campaigns (Email, SMS, WhatsApp, In-App, IVR).
• Create personalized journeys for:
• Prospective students.
• Parents & guardians.
• Enrolled students (engagement, retention).
• Alumni (referrals, advocacy).
• Build trigger-based workflows (application abandonment, payment reminders, post-event engagement, onboarding).
• Maintain campaign calendars aligned with admissions cycles, academic sessions, and marketing initiatives.

3. Lead Management & Funnel Optimization

• Track leads across the funnel: capture → nurture → application → enrollment → retention.
• Collaborate with Admissions to ensure quality leads are prioritized and converted.
• Develop conversion-focused workflows that reduce drop-offs.
• Maintain visibility of lead source performance (paid campaigns, organic, referrals, outreach).
• Suggest improvements to increase conversion efficiency and reduce cost per acquisition.

4. Analytics & Reporting

• Generate weekly, monthly, and quarterly dashboards for leadership teams.
• Track and analyze:
• Lead-to-application and application-to-admission ratios.
• Engagement rates (open rates, CTR, response rates).
• ROI of marketing campaigns and automation tools.
• Conduct predictive analytics to forecast enrollment trends.
• Provide actionable insights for campaign optimization and budget allocation.

5. Student Engagement & Retention

• Create automated onboarding workflows for newly admitted students.
• Design engagement and retention programs to minimize attrition.
• Implement feedback loops (NPS, satisfaction surveys) for continuous improvement.
• Build student engagement health scores and report on at-risk students for proactive interventions.

6. Cross-Functional Collaboration

• Work closely with:
• Marketing Team: Campaign alignment and messaging.
• Admissions Team: Lead conversion and follow-up support.
• Academic Teams: Student engagement workflows.
• Finance: Payment reminders and fee-related automation.
• Ensure CRM is integrated with all marketing, admissions, LMS, and finance systems.
• Train staff on CRM best practices, usage, and adoption.

7. Budget & Compliance

• Manage the CRM and automation budget effectively.
• Negotiate with vendors and ensure cost-efficiency.
• Conduct periodic risk assessments (data privacy, downtime, vendor dependency).
• Ensure full compliance with regulatory frameworks (GDPR, UGC/AICTE, Indian IT Act).

Key Performance Indicators (KPIs)

Category

KPIs / Success Metrics

Data Quality

95%+ data accuracy, minimal duplicate leads

Lead Conversion

Lead-to-application %, Application-to-admission %

Campaign Performance

Open rate, CTR, conversion %, unsubscribe rate

Funnel Efficiency

Reduced drop-offs, shortened time-to-conversion

ROI & Budget

Cost per lead, cost per enrollment, ROI by channel

Engagement & Retention

Retention %, student engagement health scores

Reporting & Adoption

Timely delivery of reports, cross-team CRM adoption

Candidate Profile / Requirements

Education

• Bachelor's or Master's degree in Marketing, Data Analytics, Business, or Technology.

Experience

• 4–7 years in CRM management, marketing automation, or growth marketing.
• Preferred: Education sector or enrollment-driven campaigns.

Technical Skills

• Proficiency in CRM & Marketing Automation platforms (Lead square).
• Knowledge of Google Analytics, Power BI/Tableau, MS Excel (Advanced).
• Strong understanding of API integrations and system workflows.

Core Competencies

• Strong analytical and problem-solving skills.
• Proven ability to design and manage lead funnels and automation journeys.
• High proficiency in campaign management and reporting.
• Excellent project management and organizational abilities.

Soft Skills

• Strong interpersonal and communication skills.
• Ability to work across departments and influence adoption.
• Proactive, detail-oriented, and solution-driven.
• Comfort with a fast-paced, target-driven environment.

Reporting Structure

• Direct Reporting: Vice President
• Functional Collaboration With: Marketing, Admissions, Creative, Academic, Finance

Career Progression / Growth Path

• Year 1–2: CRM & Marketing Automation Manager – hands-on implementation and optimization.
• Year 3–4: Senior Manager – CRM & Growth Marketing – policy input and Pan-India automation scaling.
• Year 5+: Head – CRM & Student Engagement – institution-wide strategic leadership.

Why Join IMS DIA?

• Opportunity to lead CRM & automation in a premium design academy.
• Direct impact on enrollment, student engagement, and brand success.
• Exposure to cross-functional collaboration in a creative and dynamic environment.
• Competitive salary, growth opportunities, and professional development support.

Annexures (For Consultant Reference)

Annexure 1 – CRM Funnel Overview

Lead Capture → Segmentation → Nurture → Counselor Hand-Off → Application → Admission → Onboarding → Retention → Alumni.

Annexure 2 – Reporting Templates

• Weekly Dashboard: New leads, conversion rates, campaign performance.
• Monthly Report: ROI by source/channel, funnel analysis.
• Quarterly Report: Strategic insights, predictive forecasts, process gaps.

Annexure 3 – Sample Budget Heads

Activity

Budget Head

Range (₹)

CRM License/Tools

Subscription

2–5 Lakh/year

Email/SMS/WhatsApp Campaigns

Marketing Automation

1–3 Lakh/month

Lead Data Procurement

Vendor/Agencies

50k–2 Lakh/month

Training & Adoption

Workshops, Demos

1–2 Lakh/year

Job Type: Full-time

Pay: ₹50, ₹60,000.00 per month

Benefits:

• Provident Fund

Work Location: In person