Performance Measurement & Analytics * Monitor, analyze, and report on core CRM KPIs including CAC, LTV, churn, contactability, engagement, and campaign performance.
* Own performance measurement of the contactable audience, ensuring sustainable growth and optimization across channels.
* Build and maintain dashboards that provide real-time visibility into CRM and lifecycle performance.
* Generate actionable insights from customer behavior and campaign data to inform roadmap and strategy decisions. CRM Strategy & Roadmap Ownership * Own the roadmap for CRM data products, dashboards, and reporting (with a focus on Optimove).
* Prioritize enhancements that improve decision-making, operational efficiency, and customer outcomes.
* Drive automation, segmentation, and personalization initiatives to optimize customer journeys.
* Support end-to-end CRM strategy across marketing, sales, and service workflows. Tool Stack Leadership & Partnerships * Serve as a primary CRM contact for BI, Product, and Technology teams on data definitions, segmentation logic, and reporting requirements.
* Act as the lead contact for CRM technology partners and vendors.
* Identify, pilot, and scale new CRM capabilities while ensuring alignment with business objectives.
* Establish governance frameworks and rollout processes to support adoption and long-term scalability. Enablement & Cross-Functional Collaboration * Design and deliver enablement materials (training, documentation, office hours) to help teams self-serve dashboards, tests, and insights.
* Act as a CRM and data subject-matter expert, upskilling stakeholders across the organization.
* Train and support sales, marketing, and service teams on CRM usage, data interpretation, and best practices.
* Partner with Compliance, Product, and Technology teams to support CRM readiness for new jurisdictions and regulatory requirements. CRM Optimization, Customization & Integrations * Ensure CRM platforms align with business needs, integrate with the broader tech stack, and scale with company growth.
* Use front-end skills (HTML, CSS, JavaScript) to support CRM UI customization, responsive email templates, and dashboard experiences.
* Support API-based integrations to enable seamless data flow between CRM and other systems. Marketing, Creative & Tracking Initiatives * Lead CRM readiness and rollout for all new jurisdictions, accounting for regulatory and technical constraints.
* Develop scalable, autonomous processes that allow CRM teams to deliver creative quickly and efficiently.
* Ensure creative outputs meet brand standards and support rapid iteration.
* Implement and optimize scalable tracking, attribution, and reporting solutions.
* Maintain brand voice consistency across all customer-facing communications.
* Evolve modular and dynamic messaging across CRM and marketing channels. Transactional Email Ownership * Lead the review and revamp of all transactional emails in partnership with Compliance, Conversion, and Risk & Payments teams.
* Consolidate, categorize, and refine a large library of transactional emails across provinces and territories, including welcome emails.
* Ensure transactional communications meet regulatory standards and industry best practices.
* Identify new transactional use cases that enhance customer journeys.
* Partner with CRM Lifecycle and Product teams to define governance, tracking, and performance measurement for transactional emails. Essential Functions * Serve as the internal authority on CRM data, performance measurement, and enablement.
* Translate complex data and analytics into clear, actionable insights for non-technical stakeholders.
* Own CRM reporting accuracy, relevance, and adoption across the organization.
* Balance strategic roadmap ownership with hands-on execution across data, dashboards, and enablement.
* Collaborate cross-functionally to ensure CRM systems, data, and communications are compliant, scalable, and customer-centric.