Job Description

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.

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

Nice to haves:

* Knowledge of

Dynamics 365 Marketing (Customer Insights - Data)

or similar platforms.