Responsibilities

• Shape and lead the evolution of Trade CRM, translating commercial objectives into a clear CRM roadmap and lifecycle strategy across advisor onboarding, activation, training, engagement, conversion, retention and re-engagement.
• Identify opportunities to use automation, segmentation, personalization, behavioral data and emerging CRM capabilities to improve advisor engagement, sales enablement and commercial performance.
• Lead the development and continuous optimization of lifecycle programs within Salesforce Marketing Cloud , including multi-stage journeys, automated workflows, segmentation, triggers, dynamic content and personalized communications.
• Establish a strong test-and-learn and measurement approach, defining meaningful KPIs and partnering with Data & Insights to measure CRM effectiveness, commercial contribution and opportunities for optimization.
• Lead, coach and develop the CRM & Email team, providing clear direction and priorities while strengthening technical capability, strategic thinking, project management and commercial understanding.
• Build a collaborative, high-performing culture of ownership, accountability and continuous learning, while balancing business priorities, team capacity and quality of delivery.
• Partner closely with Sales, Trade Marketing, Partner Marketing, Training, Brand, Product, Data & Insights and Technology to connect CRM strategy and activity to broader business priorities.
• Act as a trusted CRM advisor, communicating recommendations and trade-offs clearly, influencing across different audiences and constructively challenging assumptions when needed to achieve the best business outcomes.
• Build strong partnerships with DTC CRM & Retention and Technology teams, sharing expertise, solving common CRM challenges and identifying opportunities to strengthen CRM capabilities across TTC.
• Coordinate effectively across shared Salesforce Marketing Cloud, data and technology resources, helping identify dependencies and priorities while maintaining clear ownership of Trade CRM strategy and delivery.

Requirements

• Strong hands-on knowledge of Salesforce Marketing Cloud, including journey building, automation workflows, audience segmentation, email execution and personalization.
• Strong understanding of lifecycle marketing, behavioral and transactional triggers, dynamic content, testing and optimization.
• Experience working with CRM data, audience segmentation and marketing technology integrations, combined with strong CRM performance analytics and reporting capabilities.
• Understanding of email governance, consent management and relevant privacy and marketing regulations, including GDPR and CAN-SPAM.
• Significant progressive experience in CRM, lifecycle marketing or marketing automation, ideally within a B2B or B2B2C environment.
• Proven experience developing CRM strategy and translating commercial objectives into lifecycle journeys, automation and measurable CRM programs.
• Demonstrated people leadership experience, including coaching, performance management, prioritization and development of team members.
• Strong technical understanding of CRM and marketing automation, with enough hands-on experience to credibly lead and coach practitioners, challenge solutions and provide occasional execution support when needed.
• Strong cross-functional leadership and stakeholder-management skills, with the ability to influence without direct authority and communicate confidently with both technical and non-technical audiences.
• A track record of using data and performance insights to develop recommendations, test approaches and improve engagement or commercial outcomes.

Preferred

• Experience leading CRM transformation, lifecycle redesign, personalization or automation programs, particularly within a complex or multi-brand organization.
• Experience within travel, hospitality, retail, e-commerce or another customer- or partner-led industry.
• Experience using CRM to support B2B partner onboarding, education/training, engagement or sales enablement.
• Experience working across multiple CRM teams that share technology platforms, data capabilities or technical resources.
• Experience managing agencies, contractors or specialist partners and/or working with globally distributed stakeholders and audiences.
• Knowledge of APIs, custom connectors, HTML or AMPscript is an advantage.