CRM Systems Strategist

Reporting to the Manager of Customer Relationship Management, this position is responsible for the technical administration and maintenance of the enterprise customer relationship management (CRM) platform for the Metropolitan Airports Commission (MAC), which owns and operates Minneapolis-St. Paul International Airport (MSP) and six reliever airports in the Twin Cities area.

The CRM Systems Strategist supports continued growth and advancement of MAC’s CRM initiatives and is directly responsible for maintaining the CRM product, ensuring smooth implementation and operation to maximize its application, efficiency and effectiveness.

The CRM team is part of the Strategic Marketing & Communications Department within the Strategy and Stakeholder Engagement Division.

The Strategy and Stakeholder Engagement Division functions as an in-house team, serving as stewards of strategy, developing strategic communications and creating stakeholder champions to ensure the organization delivers on its purpose, values and strategic goals. 

The Strategic Marketing and Communications Department stewards a consistent brand voice, activates the brand to engage key constituents and supports revenue growth and passenger engagement through strategic campaigns grounded in research and analytics.

Maintain CRM and enable user adoption

• Build, configure and maintain CRM systems for diverse internal use cases
• Identify the needs of internal stakeholders to drive CRM adoption, delivering tailored solutions
• Collaborate with internal and external stakeholders to define requirements, customize CRM infrastructure and support pre- and post-implementation testing, user support and training
• Serve as a trusted advisor to internal and external stakeholders to foster understanding and usage of platform capabilities, best practices and solutions
• Manage CRM security and user access while ensuring high data quality standards
• Resolve system and user issues quickly, minimizing disruptions and maintaining operational efficiency
• Develop reports, dashboards and automation tools to help users manage customers and track performance
• Assist in creating and maintaining system documentation and resources

Manage customer data and deliver actionable analytics

• Ensure secure, efficient customer data management to align with business objectives
• Regularly audit and optimize data management processes to comply with security standards and improve efficiency
• Monitor CRM campaigns, providing insights and recommendations for data architecture and process improvements
• Leverage multiple data sources to analyze campaign dynamics and customer behavior, informing segmentation strategies and marketing personas
• Manage CRM's segmented distribution lists to enhance targeted engagement

Support marketing and customer service strategies

• Advocate for best practices in subscriber engagement, audience segmentation and customer service
• Identify opportunities for customer acquisition, data enrichment and revenue growth aligned with enterprise goals
• Collaborate with marketing and communications colleagues to create multi-channel journeys that drive customer engagement and optimize lifecycle marketing
• Recommend A/B testing strategies for creative elements and customer segments to improve outcomes
• Design and manage web-based CRM infrastructure (e.g., capture widgets, web forms, surveys)

Senior Level Individual Contributor (SRIC) Competencies

• Customer Focus: Building strong customer relationships and delivering customer-centric solutions
• Manages Complexity: Making sense of complex, high quantity and sometimes contradictory information to effectively solve problems
• Decision Quality: Making good and timely decisions that keep the organization moving forward
• Innovates: Identifies new approaches and implements cutting-edge solutions to continually enhance CRM functionality and user experience
• Resourcefulness: Securing and deploying resources effectively and efficiently
• Ensures Accountability: Consistently achieving results, even under tough circumstances
• Collaborates: Building partnerships and working collaboratively with others to meet shared objectives
• Values Differences: Recognizing the value that different perspectives and cultures bring to an organization
• Communicates Effectively: Developing and delivering multi-mode communications that convey a clear understanding of unique needs of different audiences
• Persuades: Using compelling arguments to gain the support and commitment of others
• Courage: Stepping up to address difficult issues, saying what needs to be said
• Instills Trust: Gaining the confidence and trust of others through honesty, integrity and authenticity
• Being Resilient: Rebounding from setbacks and adversity when facing difficult situations

MINIMUM REQUIREMENTS

• Bachelor’s degree in marketing, information technology, business or a related field, or equivalent experience with 5+ years of professional direct experience with enterprise-wide CRM systems (e.g., Salesforce)
• In lieu of a degree, 9+ years of professional direct experience with enterprise-wide CRM systems (e.g., Salesforce)
• Advanced proficiency in Salesforce, with a focus on platform configuration, user management, reporting and data security
• Strong project management skills, particularly for CRM implementations, upgrades or integration projects
• Strong query/data analysis/analytical skills to translate complex data into actionable insights
• Proven ability to solve complex problems with creative technical solutions
• Demonstrated collaboration and support for business stakeholders
• Commitment to maintaining high standards of quality and accuracy
• Excellent written and verbal communication skills
• Passion for data, technology and enhancing customer experiences
• Proficient with Microsoft 365 (e.g., Word, Excel, PowerPoint, SharePoint, Teams, Outlook)

DESIRABLE REQUIREMENTS

• 2+ years of experience with marketing automation tools such as Marketing Cloud, HubSpot, Ortto, Eloqua, Marketo and Customer.io
• Experience with data integration and API management platforms (e.g., MuleSoft)
• Experience using data querying software such as SQL, SAS, SPSS, MicroStrategy, and Tableau
• Hands-on experience leading digital transformation initiatives, particularly focusing on CRM and customer engagement technologies
• Experience with agile methodologies and related project management and communication tools
• Experience working with public sector or government entities
• Experience working for or with public sector entities or governmental agencies