Director, CRM

Affiliated Independent Distributors•Wayne, PA

21h•Hybrid

About The Position

AD is seeking an experienced Director, CRM to join our team and build a CRM practice. This person will serve as AD’s enterprise product owner and business leader for Salesforce, influencing leadership and driving cross- business unit alignment on data, process and system capabilities. This role is accountable for defining and prioritizing the CRM roadmap, managing a cross-functional backlog, re-architecting processes, driving adoption, and business value across the organization. This leader will serve as the internal champion of CRM and partner closely with Business Units, IT, and cross-functional teams to design and implement AD’s CRM roadmap—including contact management, engagement tracking, business development management, analytics integration, and marketing automation.

Requirements

7–10+ years of experience in CRM strategy or Salesforce administration.
Proven success driving CRM adoption and building business processes that enable marketing, and AD Community-facing teams.
Strong understanding of data governance, change management, and cross-functional collaboration.
Experience integrating CRM systems with analytics tools (e.g., Qlik) and other enterprise platforms.
Excellent communication skills and ability to influence at all levels of the organization.
Strong expertise in Salesforce CRM, including configuration, data structures, and workflow design.
Proven ability to lead cross-functional teams and drive organization-wide CRM adoption.
Experience establishing data governance standards and maintaining high-quality contact data.
Skill in designing scalable business processes for engagement tracking, pipeline management, and marketing workflows.
Ability to partner effectively with IT on integrations, enhancements, and system connectivity.
Strong analytical and reporting skills, including defining dashboard and insight requirements.
Excellent communication and training capabilities, with the ability to engage both technical and non-technical users.
Demonstrated project management skills, with experience managing multi-phase system implementations.
High emotional intelligence with proven ability to lead and influence teams without direct authority.
Strong customer and market focus, demonstrating a commitment to delivering exceptional value to clients.
Comfort operating in ambiguity and sequencing multi-year change with realistic phases.
Strong facilitation skills; able to reconcile competing priorities across divisions and functions.
Bias for documentation and process discipline—able to translate tribal knowledge into consistent, scalable workflows.

Nice To Haves

Salesforce Administrator Certification (Advanced Admin, App Builder, or Consultant certifications) strongly preferred.

Responsibilities

Strategy & Roadmap Define and maintain a multi-year CRM roadmap, including an operating model and business unit alignment.
Lead prioritization of CRM enhancements across Business Units, Finance, Executives and other programs.
Own future phases of Salesforce implementation beyond ADConnect (AD’s internal website), including contact management maturity, member and supplier engagement, activity management, business development, and marketing automation.
Governance & Data Quality Design and lead the execution of CRM capabilities and related business processes, ensuring they are scalable, well-documented, and aligned with AD’s operating model.
Establish a governance structure that defines decision rights, roles and permissions between Business Units, Value Added Programs, Finance, IT and ADConnect.
Support data governance initiatives as they pertain to CRM.
Define and maintain CRM data ownership, update rules, and workflows across AD (who updates what, where, and when).
Change Management Re-architect business processes including contact management, engagement workflows, pipeline management, and marketing operations, defining future-state workflows that are standardized, scalable, and cross-functional.
Define business requirements and acceptance criteria; IT and external partners execute technical implementation.
Act as the primary business point of contact for Salesforce-related work tied to ADConnect, Lawson integration, and future applications (e.g., SSO, AD Rewards, surveys).
Partner with IT on system configuration, integrations, enhancements, and vendor/partner coordination.
Serve as the escalation point for CRM issues and improvements, ensuring the system evolves with business priorities.
AD Adoption and Training Develop and deliver a training approach that differentiates between power users, business leaders, and occasional users in utilizing CRM tools.
Responsible for proactive communications to users on CRM enhancements.
Insights & Reporting Define and implement enterprise-wide engagement tracking standards, activity types, and reporting across supplier relations, member engagement, and other activities.
Design and operationalize Salesforce-supported pipelines for supplier and member business development, including stages, qualification criteria, and dashboards.
Work with business leaders to support Leadership dashboards, Business unit scorecards, engagement KPIs, BD pipeline reviews, and campaign performance.