CFA Institute
CRM Data & Audience Manager
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CRM Data & Audiences Lead
As the CRM Data & Audiences Lead, you will play a pivotal role in enabling data-driven marketing strategies and personalized customer engagement. You will develop and manage advanced segmentation strategies and data models, supporting lifecycle campaigns and marketing offers. This role is central to the Marketing Business Management & Strategy team’s ambition to leverage first-party data, drive operational efficiency, and deliver measurable impact across CRM and paid media channels. You will collaborate cross-functionally, champion agile ways of working, and contribute to the continuous improvement of our marketing operating model.
Essential Functions:
- Develop and optimize complex SQL queries for customer segmentation, behavioral audiences, and campaign triggers.
- Map AMPSCRIPT fields to relevant data entry sources to enable dynamic personalization.
- Build predictive models (e.g., churn, next purchase, loyalty migration) in partnership with Data Science.
- Maintain an audience library and documentation for CRM, Loyalty, and Paid Media teams.
- Support data-driven offer design and experimentation, leveraging customer insights to improve relevance and revenue impact.
- Participate in requirements gathering and solution building with stakeholders, with oversight on segmentation recommendations and integrations.
- Contribute to personalization strategies using segmentation tools and internal targeting infrastructure.
- Partner with Data Engineering, Data Science, and Marketing Analytics to validate data pipelines and ensure campaign data accuracy.
- Provide governance of customer data within Salesforce Data Cloud, AgentForce, and Marketing Cloud (SFMC), including oversight of Data Extensions, integration of new data sources, and ensuring compliance with data privacy and security standards.
- Support IT team with data QA, audience and automation audits, and lifecycle logic validation across CRM channels.
- Provide analytical support for performance measurement and offer optimization.
- Create and manage lookalike and suppression audiences for performance marketing.
- Mentor analysts and marketers on audience best practices, segmentation logic, and QA protocols.
- Stay current with CRM personalization, AI-powered segmentation, and customer data infrastructure trends.
- Evaluate new tools and modeling approaches for audience precision and scalability.
- Champion agile project management, collaborating with cross-functional teams to define requirements, align stakeholders, and deliver regular updates.
- Conduct post-project reviews to evaluate success, identify opportunities for improvement, and apply learnings to future initiatives.
- Seek out efficiencies and process improvements, mitigating risk and supporting the evolution of the marketing operating model.
- Other duties as assigned.
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Qualifications
- Bachelor’s degree in Marketing, Data Science, Statistics, or related field; or equivalent experience.
- A minimum of 3 years in CRM analytics, lifecycle marketing, or audience strategy is required, with an emphasis on recent experience reflecting current CRM technologies and capabilities.
- Mastery of Microsoft Office required.
- Fluency in English required.
- Advanced proficiency working within Salesforce Marketing Cloud (SFMC), including Data Extensions, Automation Studio, Journey Builder, and AMPSCRIPT.
- Hands-on experience with Salesforce Data Cloud for audience segmentation, data integration, and preference management.
- Advanced SQL proficiency and experience with large datasets.
- Strong cross-functional communication skills; ability to translate business needs into technical outputs.
- Familiarity with machine learning or predictive modeling is a plus.
- Experience in travel, e-commerce, loyalty, or subscription-based industries preferred.
- Team player with initiative and ability to work independently.
- High attention to detail and critical thinking.
- Effective written, verbal, and presentation skills.
- Flexibility in managing competing priorities and changing expectations.
Benefits
We offer a comprehensive benefits package to support our employees, including health coverage, generous time off, competitive retirement plans, flexible work options, and wellbeing and development programs. You can learn more on our careers site: Working at CFA Institute | Comprehensive Benefits
About CFA Institute
CFA Institute is the global leader in investment excellence and ethics. With nearly 200,000 charterholders across 160 markets, we promote professional growth, uphold ethical standards, and help advance better financial markets. Join a global organization committed to putting investors first.
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Important Message: Your application must clearly demonstrate how you meet the requirements as CFA Institute cannot make assumptions about your education, experience, or location. We thank all those who apply.
We are an Equal Opportunity Employer. CFA Institute prohibits both discrimination and harassment with regard to all identifying characteristics: any individual employee, group of employees, or prospective employee on the basis of race, color, national origin, citizenship or immigration status, religion, creed or belief, age, marital or partnership status, marital or family status, care giver status, pregnancy and maternity, sexual and other reproductive health decisions, physical abilities/qualities, disability, sexual orientation, gender, gender identity or expression, predisposing genetic characteristic, military or veteran status, status as a victim or witness of domestic violence or sex offense or stalking, unemployment status, infectious disease carrier status, migrant worker status, educational background, socio-economic status, geographic location and culture or any other basis protected by applicable law. This policy impacts all aspects of employment, including but not limited to, recruitment, hiring, compensation, training, development, promotion, demotion, layoff, recall, furlough, transfer, leave of absence, and dismissal. This is a global policy that applies to all CFA Institute employees, regardless of location.
If, due to a disability or current medical condition, you need an accommodation or assistance to complete a job application, you can request one at any stage of the recruitment process. Please send an email to TAHelpdesk@cfainstitute.org noting the accommodations or assistance you are requesting. Please do not include any medical or health information in this email. We will review your request and contact you to discuss the possible options and arrangements. We will try our best to provide you with an accommodation or assistance that meets your needs and respects your preferences.
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