Marketing Data and CRM Manager

Summary

The Marketing Data & CRM Manager will architect and operationalize the bank’s marketing data and CRM infrastructure, with HubSpot as the primary marketing system of record. This role unifies marketing, sales, and behavioral data into actionable insights that enable highly targeted, measurable, and scalable outreach across products and markets.

This individual will serve as the technical and strategic owner of HubSpot, partnering closely with the Business Intelligence team, Product, Sales, and agency partners to ensure clean data architecture, seamless integration, disciplined reporting, and performance optimization.

The role is responsible for transforming complex data into actionable segmentation, predictive insights, and performance dashboards that support executive decision making and disciplined marketing investment.

Specific Job Functions

CRM Architecture & Governance

• Act as the Lead CRM Architect and System Administrator, overseeing the HubSpot ecosystem for diverse business units including Retail/Commercial Core Banking, Correspondent Banking, the Bank’s Charitable Foundation, and various wholly owned affiliates.
• Lead the development of multi-divisional sales tracking systems, optimizing CRM pipelines to improve conversion Design and maintain CRM structure, lifecycle stages, segmentation logic, and governance standards.
• Build and maintain complex workflows, automation sequences, tagging systems, event and sponsorship tracking, and technical integrations.
• Ensure seamless integration between HubSpot and internal data sources, digital platforms, various bank third party service providers, and reporting systems.
• Establish data hygiene protocols and naming conventions.
• Partner with Compliance, Information Security, and Risk to ensure proper data handling.
• Maintain forward-looking strategic view of CRM usage continuously auditing the ecosystem against industry benchmarks to pilot new functionalities.

Data Integration & Unification

• Aggregate and unify marketing, product, sales, and behavioral data into consistent actionable datasets.
• Partner with Business Intelligence team to align marketing reporting with enterprise data standards Translate raw data into structured, usable marketing insights and data visualizations.
• Develop data driven models to track and predict cost of acquisition for product campaigns as well as analytics to determine lifetime value of bank clients.
• Integrate relationship deepening and new client acquisition campaign performance data into HubSpot to improve targeting and lifecycle automation.

Analytics & Performance Measurement

• Build automated dashboards for campaign, product, brand, and digital performance.
• Develop audience segmentation frameworks based on behavior, product usage, profitability, and lifecycle stage.
• Create attribution models tied to deposits, loans, engagement, and revenue.
• Inform budget allocation through forecasting and trend analysis.
• Provide regular reporting for Marketing leadership, cross-departmental leaders, and Executive teams as needed.

Predictive & Targeting Strategy

• Develop predictive models to support campaign planning and optimization.
• Identify high-value client and at-risk client segments and underserved opportunities.
• Support next best action and lifecycle marketing strategies.
• Enable data-driven targeting for product launches and market expansion.

Cross Functional Collaboration

• Partner closely with Business Intelligence to ensure alignment on data sources and reporting accuracy.
• Work with Product to connect feature usage and product performance data into segmentation strategies.
• Collaborate with Sales leadership to support lifecycle visibility and targeted outreach.
• Serve as the internal subject matter expert on CRM and marketing analytics.

Minimum Job Requirements

• Bachelor’s degree in marketing, business administration, data analytics, or related field is required.
  • Four (4) years of experience in marketing, marketing analytics, or CRM management can be used in lieu of degree.
• Seven (7) years of experience in marketing, marketing analytics, or CRM management is required.
• Experience architecting CRM systems and building complex workflows and automation.
• Strong understanding of marketing attribution models and performance measurement.
• Experience integrating multiple data sources into a unified reporting environment.
• Advanced proficiency in data analysis tools and dashboard platforms.
• Ability to translate technical insights into clear business recommendations.
• Background in predictive modeling or advanced segmentation strategies preferred.
• Able to operate independently and manage competing priorities.

Equal Opportunity Employer/Veterans/Disabled