If you’re thinking about hiring a CRM leader, you have either one of two needs: You’re looking for someone to take over and expand an existing CRM strategy, or you’re starting a CRM program from the ground up (or close to it). CRM is a highly specialized function, and hiring one at the executive level can’t be left to chance. It requires the experience and knowledge of an experienced CRM recruiter to evaluate and qualify this kind of talent at the top level.
The VP of CRM is a key leadership role within the marketing department, often reporting to a Chief Marketing Officer, a SVP of Marketing, or in some cases, even the President of the company. They are a visionary, insightful, and highly analytical specialist who develops and evolves strategy and delivery of customer experiences and CRM programs. They are expert at leveraging consumer data to create highly relevant and personalized experiences for customers to drive increased traffic, sales and loyalty. Customer-centricity is their battle cry.
A strong passion for the customer is required and must be strategically managed and applied across multiple disciplines within the organization. That is not always easy in companies that traditionally have been highly product-focused, and the introduction of CRM often requires something of a cultural shift across the entire organization in order for it to be successful. For example, floor associates at retail stores may need to be incentivized to start signing up members for the loyalty program. Merchandising may need to alter its product mix based on insights derived from segmentation of the customer database, and so on. Self-starting, creative, hands-on execution, strong collaboration skills, and the desire to bring industry best-in-class standards for customer relationship marketing to the organization are all hallmarks of top performing CRM leaders.
What does a CRM leader do?
The typical day of a CRM leader can include everything from high-level presentations to analyzing data to enabling new CRM technology.
Their responsibilities typically include the following: