Senior Specialist, CRM Marketing

SHRM•Alexandria, VA

1d•Hybrid

About The Position

The Senior Specialist, CRM Marketing manages and optimizes CRM processes, marketing-sourced lead management, data integrity, and reporting capabilities to support SHRM's marketing and sales objectives. The role uses CRM expertise, marketing technology, and data analytics to improve lead flow, campaign attribution, and actionable reporting, strengthening marketing effectiveness and sales pipeline performance. Working across Marketing, Sales, Technology, and other stakeholder groups, the Senior Specialist supports CRM integrations, workflow automation, and data optimization to promote accurate, consistent, and efficient lead management across SHRM's audience segments. The position serves as a subject matter expert in CRM marketing processes, identifying opportunities for continuous improvement, strengthening reporting capabilities, and supporting data-driven decisions. The position follows a hybrid schedule: Tuesday through Thursday in the 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 ending between 5:00–6:00 p.m. local time. Occasional travel of 0–10% is required.

Requirements

Five 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.
Advanced knowledge of Salesforce.com, CRM data structures, marketing automation platforms, lead management processes, and system integrations.
Strong analytical skills, including 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, including the ability to identify process inefficiencies, troubleshoot system and data issues, and implement solutions.
Strong interpersonal and communication skills, including the ability to work across teams, explain technical concepts, and guide 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.

Nice To Haves

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

Responsibilities

Manage and optimize CRM processes and workflows for collecting, tracking, qualifying, and handing off marketing-sourced leads to Sales across SHRM's audience segments.
Develop, maintain, and enhance CRM workflows, lead routing, and automation capabilities to improve operational efficiency and alignment with sales processes.
Collaborate with Technology, Marketing Technology, and Sales stakeholders on integrations between CRM, marketing automation platforms, lead generation forms, and other systems.
Improve lead data quality through enrichment, de-duplication, standardization, and ongoing database optimization.
Create and manage CRM campaigns, ensuring accurate campaign tracking, attribution, and reporting.
Identify and resolve CRM process gaps, data inconsistencies, and lead management issues.
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 performance indicators to identify trends and improvement opportunities.
Provide actionable insights and recommendations to Marketing and Sales stakeholders.
Ensure CRM reporting accuracy, consistency, and reliability through data validation and quality assurance.
Respond to recurring and ad hoc reporting requests, translating business requirements into meaningful reports and dashboards.
Serve as a CRM marketing subject matter expert, providing technical guidance and recommendations on 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 operations.
Support system testing, troubleshooting, and validation of CRM updates and integrations.
Use emerging technologies, including artificial intelligence and automation tools, to improve workflow efficiency, reporting capabilities, and effectiveness.
Collaborate with Marketing, Sales, Technology, and other CRM stakeholders to align lead management processes, data requirements, and reporting with business needs.
Support CRM-related projects and database optimization initiatives that enhance marketing effectiveness and sales pipeline visibility.
Provide internal stakeholders with guidance, training, and support on CRM functionality, reporting tools, and best practices.
Develop and maintain documentation of CRM processes, workflows, reporting standards, and data management procedures.
Communicate CRM performance insights, process improvements, and system-related recommendations to relevant stakeholders.