CRM Manager

The CRM Manager will be responsible for managing and optimising the firm’s Client Relationship Management (CRM) system to enhance client service, drive business development, and enable strategic decision-making. This role is critical in ensuring the CRM system is well-maintained, user-friendly, and leveraged effectively across teams for client engagement, marketing campaigns, and reporting.

Key Responsibilities

CRM Strategy & Operations:

• Own the firm’s CRM strategy and drive adoption across the business.
• Maintain the CRM system (Workbooks) ensuring data integrity and quality, and performance.
• Define and enforce standards and protocols for data entry, segmentation, and maintenance.

Business Development & Marketing Support:

• Support marketing teams in planning and executing targeted campaigns using CRM data (e.g. event invitations, newsletters).
• Provide client insights and engagement histories to BD teams and Directors.

Training & Change Management:

• Encourage use of training programmes for fee earners and business management teams to ensure consistent CRM usage.
• Redevelop training modules as needed working with the L&D team.
• Act as a CRM champion and change agent to encourage adoption, especially among senior stakeholders and the practice management team.

Reporting & Insight:

• Generate regular reports on client interactions, BD activity, and marketing ROI.
• Use data to produce actionable insights to support strategic decision-making.

Stakeholder Collaboration:

• Partner with IT, Clients, and Risk/Compliance teams to ensure CRM aligns with wider business needs.
• Collaborate with Directors, ADs and the PCT to ensure high-quality client data capture.

Essential requirements:

• Proven experience in a CRM-focused role, ideally in a professional services environment.
• Strong working knowledge of CRM platforms (ideally Workbooks)
• Data-driven, with a keen eye for detail and a high standard for data integrity.
• Ability to influence and train stakeholders at all levels, including senior fee earners.
• Familiarity with GDPR and data compliance best practices.

Desirable:

• Experience managing CRM system upgrades or vendor relationships.
• Exposure to client segmentation strategies and marketing automation
• Project management skills or experience working with Agile methodologies.

Measures of Success:

• CRM adoption and usage rates across departments
• Accuracy and completeness of client data
• Engagement rates from CRM-driven campaigns
• Stakeholder satisfaction and feedback

Quality and frequency of CRM reporting to leadership