Manager, Salesforce CRM Strategy

We are seeking a highly accomplished and visionary Manager for our Salesforce CRM Strategy & Operations. This pivotal leadership role is responsible for driving the operational excellence, strategic alignment, and continuous optimization of our Salesforce CRM ecosystem. You will lead the development and execution of best-in-class CRM strategies, processes, and initiatives focused on maximizing customer engagement, driving conversions, and ensuring compliance across all customer touchpoints. Collaborating closely with business stakeholders, product development teams, and external partners, you will champion an efficient, data-driven approach to CRM operations, leveraging cutting-edge technology and fostering a culture of continuous improvement.

1. CRM Strategy & Customer Journey Optimization:

• Ideate CRM journeys with customer at the centre; based on analysis, available data signals & SFMC feature activation, right template / format, industry best practices and 
• Develop and champion comprehensive CRM strategies tailored for Prospect, Pro, and Ford Customer Service Division (FCSD) segments, aligning with broader business objectives.
• Drive strategic initiatives to optimize prospect and customer journeys by defining the right path, channel, creatives, Calls-to-Action (CTAs), and timing across all CRM touchpoints.
• Ensure funnel coverage with always-on campaigns, leveraging Salesforce capabilities to engage customers effectively throughout their lifecycle.
• Lead the strategy and define business rules for Consent & Preference management to optimize communications, ensure compliance, and enhance customer trust.
• Create & own the CRM Process Manual

2. Improvement to Drive Campaign Improvement & Operational Excellence:

• Identify, design, and implement process improvements across all CRM operations, focusing on driving efficiency and scalability.
• Optimize existing journeys - analysis, hypothesis testing, validation, improvement - on a continuous basis. Meet engagement & conversion targets.
• Content optimization / CTAs / Creative review and Sequencing. Strategic initiatives to optimise prospect / customer journeys with the right path, channel, creatives, CTAs, timing etc  Enrich customer data profiles within SFMC via micro journeys.  
• Review / structure the reports and drive always on improvement with recommendations and enhancement
• Establish and manage processes for producing and organizing creatives for efficient re-utilization, ensuring brand consistency and speed to market for campaigns.
• Lead the evaluation and optimization of market vs. central roles within the CRM operating model to maximize effectiveness and resource utilization.
• Proactively identify and champion new use cases and technology within the Salesforce ecosystem to enhance CRM capabilities and deliver business value.

3. Planning for Market Enablement:

• Develop and manage annual market CRM calendars to support local nuances and market-specific initiatives.
• Oversee Key Marketing Initiative (KMI) calendars to support major product launches and strategic campaigns, ensuring CRM readiness and execution.
• Collaborate with marketing teams to ensure CRM strategy & operations seamlessly support campaign execution and performance tracking.

4. Innovation, Benchmarking & AI Integration:

• Drive benchmarking and best practice adoption across the Salesforce CRM CoE, ensuring our operations remain at the forefront of industry standards.
• Identify and define use cases for leveraging Artificial Intelligence (AI) within the CRM ecosystem to enhance personalization, automation, analytics, and overall customer experience.
• Champion the adoption of innovative solutions and technologies that can elevate our CRM capabilities.

5. Collaboration & Resource Management:

• Work closely and in an agile manner with the Marketing PDO (Product Development Operations) Product Manager to continuously build value into Salesforce Marketing Cloud and other relevant Salesforce platforms.
• Manage and optimize agency resources and budget associated with CRM operations and campaign execution, ensuring cost-effectiveness and high-quality deliverables.
• Foster strong relationships with cross-functional teams (IT, Marketing, Sales, Service, Legal) to ensure alignment and seamless execution of CRM initiatives.

Qualifications:

Education: Bachelor's degree in Business Administration, Marketing, Information Technology, or a related field. Master's degree preferred.

Experience:

• 10+ years of progressive experience in CRM strategy, operations, and management, with a strong focus on Salesforce.
• 7+ years in a leadership role, managing complex CRM programs, operational teams, or Centers of Excellence.
• Proven experience in defining and optimizing customer journeys and marketing campaign operations.
• Demonstrated expertise in consent and preference management, and compliance within CRM communications.
• Significant experience working with Salesforce Marketing Cloud and other Salesforce Clouds (Sales, Service, Experience).

Salesforce Certifications:

• Salesforce Certified Marketing Cloud Administrator and/or Consultant.
• Salesforce Certified Administrator.
• Highly Preferred: Salesforce Certified Marketing Cloud Email Specialist, Salesforce Certified Marketing Cloud Developer, or other relevant Salesforce Consultant certifications.

Skills:

• Exceptional strategic thinking and problem-solving abilities, with a strong focus on operational efficiency and business outcomes.
• Deep understanding of CRM principles, customer lifecycle management, and digital marketing best practices.
• Proven ability to lead and motivate cross-functional teams, influence stakeholders at all levels, and drive organizational change.
• Strong analytical skills with the ability to define KPIs, analyze data, and derive actionable insights.
• Excellent communication, presentation, and interpersonal skills.
• Experience with Agile methodologies and a collaborative approach to product development.

Preferred Qualifications:

• Experience in the automotive industry or a similar large-scale, complex enterprise.
• Familiarity with AI/ML applications in CRM and marketing.
• Experience managing large marketing technology budgets and external agency relationships.
• Knowledge of global data privacy regulations (e.g., GDPR, CCPA).