About This Role
This role involves overseeing the daily management, implementation, and optimization of the firm's marketing technology ecosystem within CRM and ERM systems. The CRM Manager ensures data integrity and accuracy while supporting system upgrades and platform transitions, working closely with attorneys and support staff to maintain valid client and contact information. The position directly impacts the firm's marketing, business development, and client relationship initiatives through key responsibilities like training, process development, data analysis, and reporting.
Responsibilities
- Serve as the primary owner of the firm’s CRM and ERM platforms
- Oversee and manage the alignment of technology priorities, configurations, integrations, ongoing enhancements, and data governance standards
- Partner with Knowledge Management, Business Development, and Marketing Teams to ensure experience data is accurate, usable, and aligned with CRM and pitch/RFP needs
- Define standards and processes for experience data structure, taxonomy, and integration to other firm systems
- Support ERM reporting and use case development related to pitches, proposals, attorney bios, rankings, and client development
- Drive adoption of CRM and ERM through training, documentation, and ongoing user support
- Act as a change management leader for new tools, enhancements, and process improvements
- Develop and document marketing processes and standard operating procedures for the CRM and ERM, including maintaining the enterprise data dictionary
- Oversee and enforce data quality control procedures, structure, and training, including standardizing data and ensuring required fields are populated per firm data standards
- Ensure clean, reliable data flow between CRM, ERM, email marketing platform, and other firm systems
- Manage CRM data imports and build and maintain targeted audience segments and contact lists for marketing campaigns, events, client alerts, and other marketing initiatives
- Partner with IT and Knowledge Management teams on system integrations, security considerations, and data standardization
- Develop and maintain Power Automate workflows that reduce manual effort, improve data quality, and automate routine marketing processes
- Oversee and support building of marketing Power BI dashboards and reports that provide actionable marketing and business development insights that can be shared with practice group and firm leadership
- Establish best practices and stay informed on industry trends related to client relationship management, data privacy regulations (CASL, GDPR, and CCPA), emerging CRM and ERM technologies, and software upgrades to optimize system efficiencies
- Evaluate new technology tools, research options, and manage vendor relationships
- Proactively recommend enhancements to the CRM and ERM to improve usability and support firmwide marketing and business development efforts
