Senior Manager - B2B CRM & Marketing Automation

Position Summary

Role and Responsibilities

Key Responsibilities

CRM, Lifecycle & Customer Engagement Strategy

• Participate in CRM Governance Council for planning and coordination across SEA lines of business.  Ensure compliance with all guidelines and provide briefs and analysis for Council review.
• Own and evolve the B2B CRM and marketing automation strategy across the customer engagement journey.
• Develop scalable lifecycle and nurture strategies aligned to customer needs, buying stages, business priorities, and sales motions.
• Build segmentation, personalization, and next-best-action approaches that increase customer relevance and accelerate progression through the funnel.
• Identify gaps and opportunities across the customer journey and translate them into actionable programs, capabilities, and technology improvements.
• Develop strategies for lead capture, qualification, scoring, routing, nurture, recycling, re-engagement, and sales activation.
• Continuously explore new approaches to customer engagement, including emerging automation, AI, personalization, and journey orchestration capabilities.

Digital Customer Journey & Conversion Experience

• Own and continuously improve the digital pathways that move B2B prospects from awareness and engagement through lead capture, nurture, sales engagement, and conversion.
• Partner across Integrated Marketing, Digital, Creative, Media, Product Marketing, and Sales to develop connected experiences across websites, landing pages, digital advertising, content, email, events, and other customer touchpoints- translating campaign engagement into scalable nurture and conversion programs.
• Develop and optimize high-performing landing pages, lead-capture experiences, calls-to-action, forms, and conversion pathways that translate marketing engagement into identifiable demand.
• Use behavioral and conversion data to identify friction within the digital journey and recommend improvements to content, UX, personalization, navigation, conversion paths, and nurture experiences.
• Partner with creative and content teams to identify the assets needed to support customer progression, including digital advertising, solution content, thought leadership, case studies, gated and ungated content, and sales enablement experiences.
• Champion experimentation through A/B testing, personalization, dynamic content, progressive profiling, journey optimization, and emerging AI-enabled experiences.

Demand Generation & Pipeline Acceleration

• Partner with Sales and Sales Operations to strengthen marketing-to-sales handoffs and improve lead follow-up, acceptance, conversion, and pipeline velocity.
• Identify opportunities to improve lead quality and prioritize prospects based on fit, intent, engagement, and buying behavior.
• Establish clear measurement frameworks connecting CRM and digital engagement programs to business outcomes including engagement, MQLs, SQLs, opportunities, pipeline, conversion, and revenue.

Marketing Automation, Technology & Data

• Serve as a business owner and subject matter expert for B2B marketing automation, CRM, lead management, and related customer engagement capabilities.
• Translate business and customer requirements into scalable marketing technology solutions and workflows.
• Partner with technology, analytics, and platform teams to improve integrations, data quality, audience management, campaign orchestration, identity resolution, and measurement.
• Ensure customer and behavioral data can be effectively activated across marketing programs and surfaced to Sales where appropriate.
• Evaluate emerging technologies and capabilities that can improve marketing effectiveness, customer experience, operational efficiency, and sales connectivity.
• Establish governance, documentation, testing, quality assurance, and operational standards for CRM and automated marketing programs.

Analytics, Optimization & Innovation

• Develop reporting and performance frameworks that provide actionable insights into customer behavior, funnel progression, campaign effectiveness, and pipeline contribution.
• Use data and experimentation to continually improve engagement, conversion, customer experience, and business outcomes.
• Establish test-and-learn roadmaps across messaging, segmentation, cadence, channel, personalization, landing experiences, and journey design.
• Identify friction and leakage across the customer journey and develop recommendations to address them.
• Bring forward emerging technologies, industry best practices, and innovative approaches that advance the organization’s B2B digital marketing maturity.
• Translate performance data into actionable recommendations for marketing, digital, and sales stakeholders.

Cross-Functional Leadership

• Act as a strategic connector across Marketing, Sales, Sales Operations, Digital, Creative, Analytics, Technology, Product Marketing, and other key stakeholders.
• Translate complex business requirements into clear strategies, processes, and execution plans.
• Lead cross-functional initiatives requiring coordination across multiple teams, platforms, and stakeholders.
• Influence without direct authority and proactively drive decisions, accountability, and progress.
• Establish clear roles and operating processes across teams involved in the digital customer journey.
• Serve as an internal advocate for customer-centric, data-driven B2B marketing practices.

Agency, Vendor & Contract Management

• Manage agency, technology, and vendor relationships supporting CRM, marketing automation, digital customer experiences, data, and related programs.
• Own or support scopes of work, contract development, renewals, procurement processes, budgets, and vendor performance.
• Establish clear KPIs, deliverables, and service expectations for external partners and hold partners accountable for performance.
• Evaluate existing and prospective partners based on capability, scalability, performance, cost, and alignment with future business needs.
• Identify opportunities to improve partner models, consolidate capabilities, increase efficiency, or introduce new expertise as business needs evolve.

Skills and Qualifications

Qualifications

• 8+ years of experience across B2B marketing, CRM, lifecycle marketing, marketing automation, demand generation, digital marketing, or related disciplines.
• Demonstrated experience developing customer journeys and marketing programs that contribute to lead generation, pipeline, and revenue growth.
• Strong understanding of complex B2B buying journeys, demand generation, lead management, sales funnels, and digital conversion.
• Experience with enterprise CRM and marketing automation platforms and familiarity with the broader marketing technology ecosystem.
• Understanding of digital experience fundamentals including landing pages, conversion optimization, web journeys, forms, content strategy, digital media, and UX principles.
• Strong understanding of segmentation, lead scoring, nurture strategy, personalization, campaign orchestration, and funnel measurement.
• Experience partnering closely with B2B sales organizations and translating marketing engagement and behavioral signals into actionable sales opportunities.
• Demonstrated ability to use analytics and customer insights to identify opportunities and improve marketing performance.
• Experience managing agencies, technology vendors, contracts, scopes of work, and budgets.
• Team player and ability to collaborate with cross- functional stakeholders for best outcomes
• Demonstrated ability to independently manage complex programs involving multiple stakeholders, dependencies, and priorities.
• Strong executive communication, stakeholder management, problem-solving, and cross-functional leadership skills.
• Proficient in Excel, PowerPoint and Tableau.
• High ability to develop an analysis, interpretation, and presentation
• Able to learn new systems quickly and maximize potential of available tools

Preferred

• Experience supporting enterprise, technology, SaaS, telecommunications, or other complex B2B sales environments.
• Experience with account-based marketing, intent data, advanced personalization, or multi-channel journey orchestration.
• Familiarity with emerging AI applications across marketing automation, personalization, content, analytics, and customer experience.
• Experience helping mature or transform an organization’s marketing technology, CRM, or digital demand-generation capabilities.

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Regular full-time employees (salaried or hourly) have access to benefits including: Medical, Dental, Vision, Life Insurance, 401(k), Employee Purchase Program, Tuition Assistance (after 6 months), Paid Time Off, Student Loan Program (after 6 months), Wellness Incentives, and many more.  In addition, regular full-time employees (salaried or hourly) are eligible for MBO bonus compensation, based on company, division, and individual performance.

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