RCSLT - The Royal College of Speech and Language Therapists
The Royal College of Speech & Language Therapists
Job Description and Person Specification
CRM Manager
Grade 3
Job Title: CRM Manager
Responsible to: Digital Project Manager
Responsible for: Supporting the organisation to develop and implement CRM workflow & data approaches to understand and improve its digital services
Job Context
The Royal College of Speech and Language Therapists (RCSLT) is the professional body for speech and language therapists across the UK. The RCSLT has more than 17,000 members and employs 40 staff predominately based in a London office. The RCSLT also has offices in Belfast, Edinburgh and Cardiff.
The Digital Strategy team is overseeing an organisation-wide digital transformation including a new website and CRM system. RCSLT have appointed a single digital agency (October 2016) to partner in designing, developing and delivering the website and CRM system. We are reviewing options for selecting an appropriate CRM system.
In parallel, extensive discovery work across the organisation has begun to define the benefits, processes and information that it believes will improve services for its members, staff and stakeholders.
Job Purpose
The postholder will be a key champion and contact point for CRM and have a leading role in coordinating development and supporting its implementation - taking responsibility of the organisation wide CRM system.
The postholder will analyse the needs of members and of the organisation, liaising with staff, digital partners and others, to:
• promote and implement best practice data-related techniques
• create data governance and management approaches - so that there is data-driven fluidity and visibility where appropriate, and access control and privacy where needed
• review and manage choices about data storage and database use (migration, consolidation, interoperability, etc.)
• use CRM technologies, techniques and processes that will support the delivery of better, more relevant member-services, and a better management experiences for staff
• use data to maintain integrity and drive improvements e.g. overall recruitment and retention activity, success of digital marketing & social media, website engagement & experience and other services that are delivered digitally.
• define from the wide range of potential uses of CRM, which ones will deliver value to members and to the organisation
Scope and limits of authority
Reporting to the Digital Project Manager they will work proactively to define and agree objectives for the CRM development and implementation. They will also liaise with the Senior Management Team, key members of staff, and our digital partners on a regular basis.
Areas of Responsibility
1. Maintain active relationships with CRM users, driving engagement, adoption and usage
2. Work closely with all departments to develop workflow processes - helping to ensure that the CRM works effectively across the organisation
3. Provide regular analysis and feedback of insights and KPIs to the relevant departments
4. Develop testing strategies for all aspects of the CRM to ensure the most effective approach for the organisation.
5. Ensure the database is segmented effectively for targeted marketing activities and campaigns.
6. Work with CRM system architecture to ensure it works seamlessly across the organisation and captures all required information at key points in the workflow cycle.
7. Co-ordinate the maintenance and inputting of data by CRM users, and ensure that an exceptional standard of data quality is maintained across the whole business
8. Provide training and support to help staff get the most out of the system
9. Monitor and maximise member lifetime value strategies ensuring maximum retention and engagement
10. Coordinate the migration of all direct communications to new CRM and possible email marketing provider e.g. Mailchimp
11. To track, monitor and report analytics and performance of website and social media; using a variety of tools e.g. Webmaster tools (WMT) and Google analytics
12. Contribute to the planning and delivery of strategic projects to improve CRM technology, and the CRM technical ecosystem
Communications and working relationships
The successful candidate will be expected to be in daily contact with the Digital Project Manager and will develop working relationships with RCSLT colleagues and members of the RCSLT staff in relation to the CRM system. Specifically the candidate will be required to:
1. Provide direct communications with key staff about the CRM.
2. Develop supportive and informative working relationships with staff, members and other stakeholders.
3. Liaise and work collaboratively with the digital strategy team, and develop day-to-day working relationships with colleagues in all departments across the organisation.
4. Identify and refer all risks and issues to the Digital Project Manager and/or Head of Professional Development.
5. Present reports to the Senior Management Team and the Digital Strategy Oversight Committee as required
Person Specification
Knowledge and Qualifications
1. Knowledge of CRM systems ideally Microsoft Dynamics and/or Salesforce
2. Knowledge of web analytics and systems such as DeepCrawl, Google Analytics and Webmaster Tools
3. Awareness of the membership organisational model e.g. delivering ongoing member value, membership lifecycle and subscription options.
4. Excellent knowledge of Google Analytics
5. Knowledge of data protection in practice and importance of applying appropriate policies to safeguard information
6. Understand the ‘Customer Journey Mapping’ end-to-end process
Experience
1. Delivering CRM solutions, ideally in an organisation with different types of members
2. Proven experience in project management, including participation in multiple programs or system implementations
3. Developing workflows, mapping solutions and CRM processes
4. Creating and managing email campaigns using ESP's such as Exact Target and MailChimp
5. Implementation of CRM solutions
Skills and Abilities
1. Excellent communication and negotiation skills
2. Confident and well organised presenter
3. Excellent attention to detail
4. Ability to analyse business needs and propose efficient workflows
5. Skills in using Microsoft Office, Word and Excel at a proficient level
6. Skilled in stakeholder management e.g. managing expectations and ability to communicate findings to key stakeholders in the business
7. Ability to manage complex workloads and critical dependencies within the project
8. Good organisational skills and able to work under pressure at certain times of the year and meet deadlines as and when required
Personal Qualities
1. Commitment to equality and valuing diversity and understanding of how this applies to delivery of own area of work
2. Commitment to the aims and charitable objectives of the RCSLT
3. Adaptable and flexible to work fluctuations and demands
4. Diplomacy skills in dealing with people and ideas and when dealing with sensitive information
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