Commercial Specialist, CRM

Ford • Dearborn, MI

4d • Hybrid

About The Position

As the Commercial CRM Specialist, you will be the master storyteller behind our customer engagement lifecycle. You will be responsible for envisioning and defining how we interact with our commercial and fleet customers, ensuring every touchpoint is purposeful, data-driven, and aligned with our business objectives. You will bridge the gap between customer experience, business goals and technical execution, designing the blueprints that our technical teams will build.

Requirements

• Strategic Mindset: Proven experience in building CRM or Lifecycle marketing strategies from the ground up.
• Journey Mapping Expertise: Proficiency in visualizing complex customer flows and identifying opportunities for automation and personalization.
• Analytical Depth: Ability to interpret data to find trends, evaluate campaign performance, and make strategy adjustments.
• Communication: Exceptional ability to explain complex strategic concepts to stakeholders at all levels.

Nice To Haves

• Prior experience in a Commercial or Fleet-focused marketing role.
• Understanding of the B2B sales cycle, lead nurturing, and the unique needs of commercial/fleet customers.
• Familiarity with the logic of major CRM/Marketing Automation platforms (e.g., Salesforce) without needing to be a technical administrator.
• Experience in a large-scale enterprise environment with complex data ecosystems.

Responsibilities

• Develop and oversee the holistic CRM roadmap for the commercial segment, focusing on lead generation, conversion, retention, and advocacy.
• Define Key Performance Indicators (KPIs) for CRM health and campaign effectiveness.
• Stay ahead of B2B/Commercial trends to ensure our outreach remains competitive and relevant to fleet owners and business operators.
• Design and document end-to-end customer journeys for various commercial personas and pillars (e.g., Small Business Owners, Fleet Managers, Government Entities).
• Identify "moments of truth" and friction points in the current customer experience and propose strategic interventions.
• Develop multi-channel orchestration strategies (Email, SMS, Push, In-vehicle, and Direct Sales) to ensure a seamless brand experience.
• Utilize a "test and learn" philosophy to constantly optimize journeys through A/B testing and behavioral analysis.
• Support the audience segmentation strategy, moving beyond basic demographics to behavioral and intent-based targeting.
• Oversee the "logic" of audience inclusion/exclusion to ensure message relevancy and prevent "marketing fatigue."
• Work closely with data teams to ensure data hygiene and that the right data signals are available for personalization.
• Act as the "Business Owner" for CRM, translating high-level business requirements into detailed functional requirements for the IT and MarTech teams.
• Collaborate with Creative and Content teams to ensure the brand voice is consistent across all automated journeys.
• Communicate strategy and performance results to senior leadership, providing insights on customer behavior and ROI.

Benefits

• Immediate medical, dental, vision and prescription drug coverage
• Flexible family care days, paid parental leave, new parent ramp-up programs, subsidized back-up child care and more
• Family building benefits including adoption and surrogacy expense reimbursement, fertility treatments, and more
• Vehicle discount program for employees and family members and management leases
• Tuition assistance
• Established and active employee resource groups
• Paid time off for individual and team community service
• A generous schedule of paid holidays, including the week between Christmas and New Year’s Day
• Paid time off and the option to purchase additional vacation time.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed