Sr. CRM & CX Data Manager

General Summary

The Sr. Manager of CRM and CX Data identifies the latest trends within and outside the automotive industry to effectively meet customer expectations. This position has high visibility and works across multiple business units representing the customer experience (CX) journey. Core responsibilities include, but are not limited to, developing a strategic view of the CX journey and identifying ways to enhance the customer’s experience with the Kia brand. This role also includes managing a cross-functional team to enhance and integrate back-end systems related to the customer database. 

Essential Duties and Responsibilities

Priority One – 25% of Time 

• Create a CRM strategy and execution plan for Kia’s acquisition, engagement, and retention strategies for new vehicles and CPO, leveraging an integrated CX database that includes web behavior, marketing, sales, service, call center, and connected car data. Supervise CRM operations and the creation of an efficient and evolving customer lifecycle campaign program, both online and offline, across prospecting, onboarding, retention, and loyalty. Develop an omnichannel strategy across all customer touchpoints to seamlessly connect CX channels throughout the entire CX journey. 

Priority Two – 25% of Time 

• Lead the strategic development of innovative programs and partnerships supporting product launch and sustainment, with a focus on expanding market reach, accelerating lead generation, maximizing CRM-to-sales conversion, and strengthening customer loyalty. Oversee management of CRM leads to improve conversions from hand raisers, owners, former owners, and conquest customers to showroom visits and sales. Review monthly results and tailor strategy to improve performance. 

Priority Three – 20% of Time 

• Develop the strategy for CX data utilization by leveraging the Customer Data Master (CDM) integrated database and Salesforce Customer Data Platform (CDP) to advance campaign personalization, predictive analytics, and targeted experiences that strengthen brand loyalty and conversion performance. Expand CDP use cases by leveraging a variety of CX data, such as web behavior, marketing, sales, service, call center, and connected car data. 

Priority Four – 10% of Time 

• Work cross-functionally with multiple departments, vendor partners, and Kia HQ to drive execution of the personalized CRM strategy. Manage vendor partner performance and influence and align internal stakeholders. 

Priority Five – 10% of Time 

• Develop the channel strategy roadmap, annual business plan, investment and spend oversight, and ongoing executive reporting. Collaborate with the National Manager of Digital Customer Experience to ensure cohesive department efforts and effective resource management. 

Priority Six – 10% of Time 

• Lead team growth, development, and performance. 

Qualifications/Education

• Bachelor’s degree or equivalent experience required. 
• Master’s degree preferred. 

Job Requirement

Personally Performed Duties

• Set strategies for overall CX journey-based CRM communications, leveraging CX data, including web behavior, marketing, sales, service, call center, and connected car data. 
• Develop the yearly channel strategy within the framework of the overarching business and marketing strategy, including subsets for each new product launch, sales event programs, and other brand campaigns. 
• Manage CRM budget within all Kia corporate guidelines and build budget requirements to complete and sustain defined programs. 
• Manage and direct CRM staff and agency overall delivery and performance. 
• Oversee flawless and on-time execution and implementation of individual CRM marketing programs against the defined strategy. 
• Oversee current and new tool development, partnering with HAEA and external agencies to implement the latest management tools and processes. 
• Coordinate and strengthen communication among Marketing, Sales, Service, and CX departments, as CRM overlaps with each department’s objectives. Collaborate closely with the Data and Audience Manager to further Kia’s understanding of its customers. 
• Work with other department and division heads to evolve the enterprise-wide CX journey and represent CRM contributions. 
• Oversee data migration from various existing systems to a consolidated new CRM system. 
• Maintain up-to-date knowledge of global CX industry trends and apply this knowledge in the development of CX strategy. 
• Provide cross-functional leadership with a customer-first mentality throughout the organization. 
• Leverage consumer insights to understand pain points, needs, and potential opportunities, and develop innovative models that increase engagement and loyalty. 

Overall Related Experience

• 6–8 years of experience in marketing strategy, CRM, customer experience, CX data, project management, and/or business operations in automotive or similar industries. 
• 5-7 years leading cross-functional teams across multiple business units. 
• 3-5 years managing direct reports. 
• 3–5 years of Salesforce platform experience in CRM design and execution, leveraging CX data. 
• Experience with comprehensive customer database platform oversight preferred.  
• Excellent knowledge of industry CRM, CX, and CX data benchmarks. 
• Ability to develop and implement departmental goals, objectives, metrics and procedures to achieve results. 
• Proactive and entrepreneurial leadership style 
• Proven experience developing consensus with internal and external stakeholders, with business acumen and effective communication. 

Specialized Skills and Knowledge Required

• Demonstrated skills in collaboration, strategic thinking, and analytics. 
• Excellent written and verbal communication, interpersonal, and presentation skills. 
• Effective organizational skills including attention to detail, planning, and managing multiple priorities. 
• Strong strategic planning and leadership development skills. 
• Strong agency and vendor management skills. 
• Strong PC and Microsoft Office 365 skills. 
• Strong skills and experience with Salesforce or comparable CRM platforms. 
• Strong budget planning and management skills. 
• Ability to identify patterns and formulate solutions. 
• Strong ability to influence others to accept new ideas. 
• Strong analytical and negotiation skills. 
• Strong managerial skills and ability to lead a team. 

Other Requirements 

• Physical Requirements: frequent sitting, hearing, talking, and use of vision.  
• 5-10% domestic and/or international travel. 
• Job demands may include reading documents, detailed work, confidentiality, problem solving, language, reasoning skills, oral communication, written communication, customer contact, ability to effectively present information in one-on-one and small group situations to customers, vendors, and other employees, multiple concurrent tasks, ability to work with frequent interruptions, etc. 
• Must be able to maintain focus and attention to detail in a fast-paced environment. 
• Ability to analyze information and make sound decisions under time constraints. 
• Problem-solving skills and the ability to work independently. 
• Must be able to respond to challenges with poise and agility. 
• Ability to handle competing priorities effectively and with composure.