QUALIFICATIONS & EXPERIENCE:

• 8+ years of experience in CRM, customer engagement, or marketing automation within a financial services or banking environment.
• Strong knowledge of Dynamics 365 Marketing (Customer Insights – Journeys,) or similar platforms.
• Proven experience in customer segmentation, campaign automation, and lifecycle marketing strategies.
• Experience building Omni channel journeys with data driven scheduling and reengagement
• Strong understanding of data-driven marketing, analytics, and performance measurement.
• Evidence of working with Marketers and agencies to generate compelling copy and content and create engaging email, SMS and Push messages
• Experience in managing cross-functional teams and working with senior stakeholders.
• Ability to develop and articulate CRM roadmaps and strategic plans.
• A strategic Mindset, balancing creativity with analytical thinking
• Strong communication skills – You can influence, innovate and execute with confidence

ROLE OVERVIEW:

The AVP – CRM Strategy & Planning will be responsible for defining and driving the customer relationship management (CRM) strategy for Consumer Banking, ensuring the successful adoption and utilization of the Dynamics 365 Marketing platform. This role will work closely with marketing, product, data, and technology teams to develop personalized customer engagement initiatives, improve lifecycle management, and optimize customer retention.

KEY RESPONSIBILITIES:

• Be a CRM champion - Develop and execute the CRM strategy for Consumer Banking, aligning with business goals and customer engagement objectives.
• Collaborate and innovate
• Work with the D365 Marketing Product Owner to oversee the implementation and optimization of Dynamics 365 Marketing, ensuring integration with other systems (Sales & Service modules, Martech stack).
• Work with the D365 Marketing Product Owner to stay updated on emerging trends in CRM, customer engagement, and marketing automation to continuously enhance strategy.
• Work with the D365 Marketing Product Owner to develop business cases for new CRM initiatives, securing buy-in from senior stakeholders.
• Build powerful client journeys
• Lead a small team and provide strategic guidance to CRM managers executing day-to-day campaigns.
  o Define and manage customer segmentation models, audience targeting, and campaign frameworks to enhance personalization.

o Work with the Everyday Banking and Product Marketing teams to design and execute multi-channel CRM campaigns across email, SMS, push notifications, and more.

• Leverage data and insights - Collaborate with data & analytics teams to define KPIs, performance metrics, and reporting structures for CRM effectiveness.
• Protect the business - Ensure governance, compliance, and best practices are followed in CRM execution, particularly in data privacy and consent management.