Senior Manager, Commercial CRM

Responsibilities

• Ford Pro CRM Strategic Vision & Roadmap: Define and continuously evolve the multi-year CRM strategy for Ford Pro, aligning lifecycle marketing to Ford Pro's commercial business goals, customer segment priorities, and annual planning cycles.
• Translate that vision into a prioritized, resourced roadmap of campaigns, journeys, and capabilities owned by the team.
• Lifecycle Journey & Program Leadership: Set the strategy for always-on customer journeys (prospect acquisition, vehicle onboarding, service in-market, software adoption, and retention) and for quarterly programs and offers, including private offers, service rebates, and vehicle incentives. Own programs end to end, from messaging strategy and journey design to launch, dealer enablement, and post-program analysis support that shapes the next quarter's plan.
• Portfolio & Go-to-Market Integration: Represent CRM in go-to-market planning across the full Ford Pro ecosystem (Vehicles, Service, Software/Telematics) and in major moments such as sales events, product launches, and industry events, so that CRM scales as new products and segments are added.
• Executive Stakeholder Leadership & Reporting: Serve as the primary voice for CRM strategy and performance with Ford Pro and Marketing leadership. Deliver weekly, monthly, and quarterly performance reporting (including leadership updates and QBRs) that ties CRM activity to business impact and ROI, builds consensus, and secures investment.
• Customer Data, Audience & Marketing Technology Strategy: Drive the CRM data and technology roadmap with Tech and Data teams on the Salesforce Marketing Cloud and CDP platforms, including audience strategy, addressability, deliverability, preference and consent management, and personalization. Prioritize quarterly technology intake requests with IT and product partners, and act as the business owner for CRM data quality and governance.
• Performance Accountability & Test-and-Learn: Define the KPIs that matter most at the leadership level (reach and addressable audience, engagement, conversion, repair orders, attributed revenue, subscriptions, and list health) and hold the team accountable to them. Run a disciplined test-and-learn agenda and use the results to inform strategic pivots, not just tactical optimization.
• Agency & Vendor Governance: Set the operating model and governance for how internal teams and agency partners deliver CRM, including briefs, business requirements, quality control and UAT, and status cadence. Lead agency evaluations and manage statements of work, budgets, and vendor performance.
• Change Leadership & Innovation: Proactively scan the competitive, technology, and customer landscape (AI and agentic tools, personalization, commercial B2B buying behavior) to identify where Ford Pro CRM should lead or evolve next, and build organizational buy-in for change.
• Team Leadership & Talent Development: Build, lead, mentor, and grow the Commercial CRM team, ensuring clear accountability, career development, and a high-performance culture. Partner across Marketing, Communications, Sales, Product, IT, dealers, and global teams.

Requirements

• Bachelor's degree in Marketing, Business, Information Systems, or equivalent practical experience.
• 8+ years of progressive experience in CRM, lifecycle, or direct marketing, with significant experience within complex enterprise environments, including people leadership of marketing teams.
• Proven experience setting and executing a multi-year CRM strategy and roadmap, including building business cases and securing executive-level investment.
• Strong strategic and working knowledge of enterprise martech ecosystems (Salesforce, Adobe), sufficient to guide platform strategy and evaluate tradeoffs.
• Deep understanding of customer lifecycle strategy, audience segmentation, personalization, consent management, and email deliverability across complex, multi-product portfolios.
• Demonstrated ability to lead, develop, and retain high-performing teams and to direct agency partners.
• Working knowledge of commercial fleet segments (SMB, Regional/Vocational, Enterprise, Municipal/Government) and how their needs shape CRM strategy.
• Strong executive presence and communication skills, with a track record of influencing senior leadership and cross-functional stakeholders.
• Analytical and financially literate, able to connect campaign performance to business results and translate data into strategic recommendations and resourcing decisions.

Preferred

• Commercial automotive, fleet management, B2B SaaS, or dealer-network marketing experience at a strategic/leadership level.
• Experience leading a CRM platform implementation, data integration, or CDP program.
• Experience applying AI and automation to marketing workflows.
• Experience managing multi-agency ecosystems, negotiating statements of work and vendor contracts.

Benefits

• Immediate medical, dental, vision, and prescription drug coverage
• Paid parental leave, new parent ramp-up programs, subsidized back-up child care and more
• Family building benefits including adoption and surrogacy expense reimbursement, fertility treatments and more
• Vehicle discount program for employees and family members and management leases
• Tuition assistance
• Established and active employee resource groups
• Paid time off for individual and team community service
• Generous vacation time, sick/personal time, and paid holidays, including between Christmas Eve and New Year’s Day