Washington DC
Marketing/Public Relations

Senior Manager, CRM Strategy & Operations

CM Legal

Senior Manager, CRM Strategy and Operations
Summary: Responsible for the strategic direction, implementation, and management of the firm’s CRM systems: Salesforce Sales Cloud, Salesforce Marketing Cloud Account Engagement (formerly Pardot), and Upper Sigma. The candidate must have a strong understanding of CRM best practices, experience aligning CRM initiatives with business development goals, and the ability to lead and mentor a team of CRM professionals.


  • Bachelor’s degree in marketing, business administration, information technology, or a related field.
  • Minimum of seven years of experience in CRM and marketing automation, with at least three years of experience in a leadership or management role.
  • Demonstrated expertise in Salesforce administration, configuration, and customization. Salesforce Administrator or Developer certification is a plus.
  • Proven track record of developing and implementing successful CRM strategies that align with business objectives and drive measurable results.
  • Strong understanding of CRM best practices, data governance, and privacy regulations.
  • Experience leading cross-functional teams and collaborating with stakeholders at all levels.
  • Excellent project management skills, with the ability to prioritize and manage multiple initiatives simultaneously.
  • Strong analytical and problem-solving skills, with the ability to identify and address complex issues.
  • Excellent communication and interpersonal skills, with the ability to build relationships and influence others.
  • Experience in the legal or professional services industry is a plus.
  • Experience with Upper Sigma (Litera) is a significant plus.

Duties and Responsibilities:
Strategic Leadership:

  • Develop and execute a comprehensive CRM strategy that aligns with the firm's overall business development and marketing goals.
  • Continuously assess and refine CRM processes, workflows, and technology to optimize efficiency, effectiveness, and user adoption.
  • Stay abreast of industry trends and best practices in CRM and marketing automation, recommending and implementing innovative solutions to drive business value.
  • Collaborate with firm leadership to define and measure CRM success metrics, ensuring alignment with key performance indicators (KPIs).
  • Lead the development and execution of marketing automation campaigns, ensuring alignment with the firm's overall marketing strategy.

Team Leadership & Development:

  • Provide leadership, mentorship, and guidance to the CRM team, fostering a collaborative and high-performing environment.
  • Recruit, onboard, and train CRM team members, ensuring they have the necessary skills and knowledge to succeed in their roles.
  • Encourage professional development and continuous learning opportunities for the CRM team.

Cross-Functional Collaboration:

  • Collaborate with stakeholders across the firm (including attorneys, practice group leaders, business development professionals, and marketing colleagues) to gather requirements, prioritize initiatives, and ensure alignment with business needs.
  • Act as a liaison between the CRM team and other departments (e.g., IT, Finance) to ensure seamless integration and data flow between systems.
  • Partner with the Marketing team to develop and execute integrated marketing campaigns that leverage CRM data and insights.

Vendor & Technology Management:

  • Manage relationships with key vendors and consultants to ensure optimal performance, value, and support for the firm's CRM investments.
  • Evaluate and recommend new CRM technologies and solutions that can enhance the firm's capabilities and drive business growth.
  • Oversee the implementation and integration of new CRM technologies, ensuring a smooth transition for end-users.

Operational Excellence:

  • Ensure the ongoing maintenance, security, and compliance of the firm's CRM systems.
  • Monitor system performance, identify and resolve issues, and implement proactive measures to prevent future problems.
  • Develop and maintain comprehensive documentation for CRM processes, workflows, and configurations.

Data Governance:

  • Establish and enforce data quality standards across the firm's CRM systems.
  • Develop and implement data cleansing and enrichment strategies to ensure accurate and up-to-date information.
  • Oversee data security and privacy measures to protect sensitive client information and comply with relevant regulations.

Other Responsibilities:

  • Other duties as assigned.

The expected salary range for this position is between $148,600 – $209,055. The actual base salary offered will depend upon a variety of factors, including without limitation, the qualifications of the individual applicant for the position, years of relevant experience, level of education attained, certifications or other professional licenses held, and if applicable, the location in which the applicant lives and/or from which they will be performing the job.


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