CRM Marketing Manager Jobs

SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces. With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

Summary

The Senior Specialist, CRM Marketing is responsible for managing and optimizing CRM processes, marketing-sourced lead management, data integrity, and reporting capabilities to support SHRM's marketing and sales objectives. This role leverages advanced CRM expertise, marketing technology, and data analytics to improve lead flow, enhance campaign attribution, and deliver actionable insights that strengthen marketing effectiveness and sales pipeline performance.

Working cross-functionally with Marketing, Sales, Technology, and other stakeholders, the Senior Specialist supports CRM integrations, workflow automation, and data optimization initiatives to ensure accurate, consistent, and efficient lead management across SHRM's audience segments. The role serves as a subject matter expert in CRM marketing processes, identifying opportunities for continuous improvement, strengthening reporting capabilities, and supporting data-driven business decisions.

Responsibilities
CRM Lead Management & Optimization

• Manage and optimize CRM processes and workflows supporting the collection, tracking, qualification, and handoff of marketing-sourced leads to Sales across SHRM's audience segments.
• Develop, maintain, and enhance CRM workflows, lead routing processes, and automation capabilities to improve operational efficiency and alignment with sales processes.
• Collaborate with Technology, Marketing Technology, and Sales stakeholders to support integrations between CRM, marketing automation platforms, lead generation forms, and other systems.
• Monitor and improve lead data quality through enrichment, de-duplication, standardization, and ongoing database optimization initiatives.
• Create and manage CRM campaigns to support marketing initiatives, ensuring accurate campaign tracking, attribution, and reporting.
• Identify and resolve CRM process gaps, data inconsistencies, and lead management issues to support seamless movement through the sales pipeline.

CRM Reporting & Analytics

• Develop, maintain, and optimize CRM dashboards, reports, and analytical tools to measure marketing-sourced lead performance, campaign effectiveness, and sales pipeline activity.
• Analyze lead conversion, campaign attribution, pipeline progression, and other key performance indicators to identify trends, opportunities, and areas for improvement.
• Provide actionable insights and recommendations to Marketing and Sales stakeholders to support campaign optimization, lead management effectiveness, and business objectives.
• Ensure accuracy, consistency, and reliability of CRM reporting through ongoing data validation and quality assurance.
• Support recurring and ad hoc reporting requests, translating business requirements into meaningful reports and dashboards.

CRM Technology & Process Improvement

• Serve as a CRM marketing subject matter expert, providing technical guidance and recommendations on system functionality, workflows, reporting, and best practices.
• Partner with Technology and Marketing Technology teams to evaluate, test, and implement CRM enhancements, integrations, and automation solutions.
• Identify opportunities to streamline CRM processes, improve data integrity, and enhance marketing and sales operational effectiveness.
• Support system testing, troubleshooting, and validation of CRM updates and integrations to ensure functionality and data accuracy.
• Leverage emerging technologies, including artificial intelligence and automation tools, to improve workflow efficiency, reporting capabilities, and overall effectiveness.

Cross-Functional Collaboration & Support

• Collaborate with Marketing, Sales, Technology, and other CRM stakeholders to align lead management processes, data requirements, and reporting capabilities with business needs.
• Support CRM-related projects and database optimization initiatives that enhance marketing effectiveness and sales pipeline visibility.
• Provide guidance, training, and support to internal stakeholders on CRM functionality, reporting tools, and established best practices.
• Develop and maintain documentation of CRM processes, workflows, reporting standards, and data management procedures to promote consistency and operational efficiency.
• Communicate CRM performance insights, process improvements, and system-related recommendations to relevant stakeholders.

Education & Experience Requirements
Education

• Bachelor's degree in Marketing, Information Technology, Business Administration, Communications, Data Analytics, or a related field preferred, or equivalent relevant experience.

Experience

• Five (5) or more years of relevant experience in CRM management, marketing operations, marketing technology, data analytics, or a related field.
• Advanced hands-on experience with Salesforce.com, including CRM data structures, lead and opportunity management, campaign management, workflow optimization, and reporting.
• Demonstrated experience managing marketing-sourced leads, lead routing processes, CRM integrations, and marketing automation workflows.
• Experience developing and maintaining CRM dashboards, reports, and performance analytics using Salesforce and tools such as Excel, Tableau, or Power BI.
• Experience with marketing automation platforms and their integration with CRM systems.
• Experience with data management practices, including data validation, enrichment, de-duplication, standardization, and quality assurance.
• Demonstrated experience collaborating with Marketing, Sales, and Technology teams to support CRM enhancements and process improvements.

Certifications – NA

Knowledge, Skills & Abilities

• Advanced knowledge of Salesforce.com, CRM data structures, marketing automation platforms, lead management processes, and system integrations.
• Strong analytical skills with the ability to manage complex datasets, maintain data integrity, interpret performance metrics, and translate findings into actionable business insights.
• Proficiency in developing and optimizing CRM reports and dashboards using Salesforce, Excel, Tableau, Power BI, or similar analytical tools.
• Strong technical and problem-solving skills, with the ability to identify process inefficiencies, troubleshoot system and data issues, and implement effective solutions.
• Strong interpersonal and communication skills, with the ability to work effectively across teams, explain technical concepts, and provide guidance to stakeholders with varying levels of CRM expertise.
• Ability to independently manage multiple priorities, coordinate cross-functional initiatives, maintain attention to detail, and deliver accurate, timely results.
• Ability to leverage AI, automation, and emerging marketing technologies to streamline workflows, improve productivity, enhance data quality, and support continuous improvement.

Physical Requirements
This position operates in a typical office environment (which includes a home office setting) and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include:

• Prolonged periods of sitting at a desk and working on a computer.
• Frequent use of hands and fingers for typing, handling documents, and using office equipment.
• Occasional standing, walking, bending, and reaching.
• Ability to lift and carry up to 30 pounds as needed.
• Clear verbal and written communication skills for effective interaction with colleagues and stakeholders.

Work Environment
Hybrid Schedule (3 Days In-Office/2 Days Remote)
This position follows a hybrid work schedule, with Tuesday through Thursday in office and Monday and Friday remote. Employees must be available during standard business hours, with core hours beginning between 8:00–9:00 a.m. and concluding between 5:00–6:00 p.m. local time.
Travel: Occasional 0 - 10%
#LI
The hiring range for this position is $85,000 to $100,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.

Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.

SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).

We do not sponsor applicants for work visas.