Henderson Scott
Assistant Vice President - CRM / Commercial
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The Assistant Vice President
The Assistant Vice President will lead the strategy and execution to maximise customer lifetime value through personalised, orchestrated, and data-driven customer engagement.
Working across marketing, sales, service, data, and technology, they will use Salesforce as the organisation’s CRM to create a connected view of the customer and deliver relevant experiences throughout the customer lifecycle.
Key Responsibilities
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- Develop and lead the customer engagement and lifecycle strategy, focused on retention, growth, loyalty, and lifetime value.
- Leverage customer data, analytics, and segmentation to identify opportunities and drive personalised engagement.
- Design and orchestrate cross-channel customer journeys using Salesforce and its wider ecosystem.
- Establish customer value, propensity, and next-best-action approaches to improve commercial outcomes.
- Partner with technology and data teams to maximise the value, adoption, and ongoing evolution of Salesforce.
- Define KPIs and measurement frameworks to demonstrate the impact of customer engagement on revenue, retention, and CLV.
- Lead a test-and-learn culture, continuously optimising journeys, propositions, and communications.
- Build strong cross-functional alignment across commercial, marketing, digital, service, and analytics teams.
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