Web Development and CRM Manager
菲林韦斯特土地，INC.网络开发和 CRM 经理主导了菲林威斯的整个企业生命周期营销，营销自动化，客户数据管理和个性化战略。这一角色确保 CRM 成为引领培养，引领到预订转换，客户安装，体验交付，保留和重新激活，跨售和升级以及终身价值最大化的强大发动机 CRM 经理领导自动化客户旅程的设计和执行，管理细分逻辑，与科技平台和客户见解合作保持数据完整性，并在整个生命周期内确保一致，同情感和品牌一致的通信体验。这个角色作为数字，品牌&CX,客户见识，运营和住宅 BU 之间的关键桥梁，确保 CRM 活动支持业务成果并加强统一的客户体验。领导调查预订文件贷款处理建设营业后续销售更新/重新谈判 · 领导发展自动化旅程，以培养领先者，购买者加入，完成要求，建成更新，营业前进准备，搬入支持，售后支持，违规提醒 （与运营协调）,并确保所有旅程都是客户中心的，品牌一致的和转换优化的。2. 客户群集团和个性化 · 与见解合作建立和维护企业层次分类。· 基于行为，参与程度，道阶段，人格，项目类别的观众细节。· 确保电子邮件，短信，应用程序或门户端信息传递，建设更新，购买者教育内容的个性化。• 为所有自动化的行程保持动态细节和资格规则。3. CRM 自动化设计 &优化。· 建立欢迎系列，引擎培养序列，文件提交提醒，施工阶段触发器，营业额定制，搬运提示，维护提醒等自动化流程。·不断优化时间，频率，消息相关性，转换触发器和内容清晰度。· 对主题线条，内容，CTA 和随机进行 A/B 测试。4.诚信，标签和数据管理。· 管理 CRM 数据的干净性和结构。·确保率正确
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FILINVEST LAND, INC.
The Web Development and CRM Manager orchestrates Filinvest's enterprise-wide lifecycle marketing, marketing automation, customer data management, and personalization strategy. This role ensures that CRM becomes a powerful engine for lead nurturing, lead-to-reservation conversion, customer onboarding, experience delivery, retention and reactivation, cross-sell and upsell, and lifetime value maximization
The CRM Manager leads the design and execution of automated customer journeys, governs segmentation logic, maintains data integrity in partnership with Tech Platform and Customer Insights, and ensures a consistent, empathetic, and brand-aligned communication experience across the lifecycle.
This role serves as a critical bridge between Digital, Brand & CX, Customer Insights, Operations, and Residential BUs — ensuring that CRM activities support business outcomes and reinforce a unified customer experience.
KEY RESPONSIBILITIES
1. CRM Strategy & Lifecycle Journey Orchestration
· Orchestrate Filinvest's CRM strategy across the entire customer lifecycle:
Lead Inquiry Reservation Documentation Loan Processing Construction Turnover After-sales Renewal/Renegotiation
· Lead the development of automated journeys for lead nurturing, buyer onboarding, requirements completion, construction updates, turnover readiness, move-in support, after-sales support, delinquency reminders (in coordination with Operations), and ensure all journeys are customer-centric, brand-aligned, and optimized for conversion.
2. Audience Segmentation & Personalization
- Govern enterprise-level segmentation in partnership with Customer Insights.
- Build and maintain audience segments based on behavior, engagement level, funnel stage, persona, project category
- Ensure personalization across email, SMS, in-app or portal messaging, construction updates, buyer education content
- Maintain dynamic segments and eligibility rules for all automated journeys.
3. CRM Automation Design & Optimization
- Build automation flows such as welcome series, lead nurturing sequences, document submission reminders, construction phase triggers, turnover scheduling, move-in prompts, maintenance reminders
- Continuously optimize timing, frequency, message relevance, conversion triggers, content clarity
- Implement A/B testing for subject lines, content, CTA, and cadence.
4. Data Integrity, Tagging & Lead Management
- Govern the cleanliness and structure of CRM data.
- Ensure correct lead tagging and routing in alignment with sales, BUs, digital, tech platform
- Implement data hygiene routines for re-duplication, bounce management, unsubscribe management, record validation
- Maintain data dictionaries, segment logic documentation, and data governance standards.
5. Cross-Functional Collaboration
· Work closely with the following business functions:
1) Digital & Performance Teams to ensure CRM journeys support paid campaigns, provide audience insights to improve targeting, and align UTM, tracking, and attribution flows.
2) Brand & CX Team to ensure CRM content is on-brand, clear and human, empathetic, segment-appropriate, CX-compliant
3) Customer Insights to validate segments, insights, and behavioral clustering and use NPS, CSAT, and qualitative insights to enhance CRM journeys.
4) Residential Business Units to ensure BU-level needs (project launches, updates, inventories) are supported via CRM.
5) Operations & Customer Care to maintain alignment for customer-facing notifications and service updates.
6. Reporting, Analytics & Optimization
- Track CRM KPIs: open rates, CTR, response rates, lead-to-reservation conversion, journey drop-off points, and engagement scores
- Maintain CRM dashboards with Customer Insights and Tech Platform.
- Produce monthly insights and recommendations for journey improvement across BUs.
- Present findings to the CMO and the Digital COE.
7. Governance, Standards & Compliance
- Establish enterprise CRM content standards: tone of voice, template formatting, brand/CX alignment, response scripts, opt-outs and compliance
- Maintain CRM playbooks and implementation guidelines.
- Ensure compliance with: data privacy laws (DPA), opt-in/opt-out rules, Corporate Communications protocols
8. Team Leadership & Vendor Management
- Lead CRM Specialists and support roles.
- Coach team in automation building, journey design, data hygiene, segment creation, amd reporting and optimization
- Oversee CRM platform vendors and Martech providers.
- Manage configurations, integrations, and enhancements with Tech Platform.
ROLE QUALIFICATIONS
- Bachelor's degree in Marketing, Business, IT, Communications, Data Science, or related field.
- 5–8 years of CRM experience in:
1) Lifecycle marketing
2) Marketing automation
3) Segmentation
4) Behavior-driven communications
5) Customer journey management
- Experience with CRM platforms (MoEngage, Salesforce, HubSpot, Braze, etc.).
- Strong understanding of funnel conversion, segmentation, and lead nurturing principles.
- Experience collaborating cross-functionally at enterprise scale.
Originally posted on Himalayas