CRM Specialist - Strategy & Customer Journey

Responsibilities

• Support and help facilitate customer journey discovery with clients and internal teams, including workshops and interviews to understand customer goals, behaviors, and pain points across the lifecycle (acquisition, onboarding, engagement, retention, win-back)
• Build current-state and future-state customer journey maps that connect customer needs, touchpoints, channels, data, and business objectives
• Identify friction points, drop-off moments, and missed opportunities in the customer journey, and translate them into prioritized, measurable recommendations with a clear business case
• Independently explore and query CRM data in Salesforce Marketing Cloud, Adobe Campaign, and/or Microsoft Dynamics 365 (e.g., SQL query activities, data extensions, workflows, Advanced Find, FetchXML, views and reports) to validate hypotheses, size audiences, and diagnose performance issues without relying on a dedicated data expert
• Assess the health of client CRM data and data models, flagging gaps in data capture, quality, or structure that limit personalization or measurement, and recommending practical fixes
• Help define audience segmentation strategies and personalization frameworks grounded in customer data and lifecycle stage
• Translate journey strategy into implementation-ready requirements, and configure, build, or adjust journeys, segments, and campaigns in the CRM platform when needed
• Partner with other CRM specialists and developers on builds, reviewing logic, entry/exit criteria, and decisioning to ensure the build matches the intended experience
• Help define KPIs and measurement plans for journeys and programs, analyze performance, and design tests (A/B, holdout, multivariate) to prove and improve impact
• Present findings and recommendations to internal teams and client stakeholders, explaining the customer insight, the data behind it, and the technical approach in plain language

Requirements

• Bachelor's degree in Marketing, Information Systems, Business, Computer Science, or a related field (or 4 additional years of equivalent professional experience)
• 3 to 5 years of experience in CRM, lifecycle marketing, or customer experience, including hands-on work in an enterprise CRM or marketing automation platform and exposure to journey strategy or customer experience projects
• Experience contributing to customer journey mapping or customer experience work, from discovery through recommendations
• Hands-on experience in at least one of Salesforce Marketing Cloud, Adobe Campaign (Classic or Standard) / Adobe Journey Optimizer, or Microsoft Dynamics 365 (Customer Insights - Journeys or Marketing), with working familiarity in at least one other
• Ability to independently access, query, and interpret CRM data (e.g., SQL, data extensions, Adobe workflows and queries, Dynamics Advanced Find / FetchXML / views) to answer business questions without a dedicated analyst
• Strong lifecycle marketing understanding: you can explain why a journey is designed a certain way, spot when it isn't serving the customer or the business, and propose a better approach
• Ability to translate strategy into clear implementation requirements, and to build or adjust journeys and segments yourself when needed
• Comfort with data analysis and measurement, including defining KPIs, reading performance trends, and designing tests
• Good facilitation, storytelling, and presentation skills, with the confidence to challenge assumptions and push back on a brief that won't serve the customer
• Clear written and verbal communication, including explaining data and technical concepts to non-technical stakeholders

Preferred

• Hands-on experience across all three platforms: Salesforce Marketing Cloud (Journey Builder, Automation Studio, AMPscript, SQL), Adobe Campaign / Adobe Journey Optimizer / Adobe Experience Platform, and Microsoft Dynamics 365
• Experience with customer data platforms (CDPs) and unified customer profiles (e.g., Adobe Real-Time CDP, Salesforce Data Cloud, Dynamics 365 Customer Insights - Data)
• Experience with journey mapping and collaboration tools (e.g., Miro, Figma/FigJam, Lucidchart, Smaply)
• Familiarity with BI and analytics tools (e.g., Power BI, Tableau, Looker, Google Analytics) to complement CRM analysis
• Background in service design, UX research, or voice-of-customer programs
• Working knowledge of email/SMS compliance regulations (CAN-SPAM, TCPA, CASL) and data privacy (GDPR, CCPA)
• Telecom or B2C subscription-industry CRM experience
• Agency-side or client-facing consulting experience
• Agency experience supporting CRM programs for multiple clients simultaneously
• Salesforce Marketing Cloud certification (e.g., Consultant, Email Specialist or Developer)

Benefits

• Fully remote across the U.S. & Canada, plus monthly WFH stipend and Summer Fridays
• Generous time off, including unlimited PTO (U.S.), competitive vacation (Canada), and parental/family leave options
• Comprehensive health benefits, mental health support, and company-paid disability & life coverage
• Employer retirement contributions (401(k) in the U.S., RRSP match in Canada)
• Quarterly performance reviews and career advancement opportunities