The Challenge
First Commonwealth is a purpose-driven credit union redefining member loyalty through data-driven engagement. As CRM Manager, you'll own the entire platform strategy—from campaign design to governance—turning member insights into growth, retention, and genuine financial impact.
Your Mission
Map current CRM platform capabilities, identify gaps, and define governance framework (data standards, workflows, user roles)
Audit and optimize existing engagement programs across onboarding, cross-sell, and retention workflows for effectiveness and alignment
Build CRM adoption playbook: training materials, role definitions, and integration into Member Experience team daily workflows
Establish baseline KPIs for campaign performance, member engagement velocity, and cross-sell/retention lift by segment
Execute 3-4 high-impact CRM campaigns (onboarding, seasonal cross-sell, win-back) with measurable uplift in member engagement and revenue
Complete CRM platform roadmap with prioritized enhancements; launch 2+ integrations or new capabilities tied to business priorities
Achieve 80%+ adoption across frontline teams with embedded CRM workflows in daily member interactions and documented best practices
Develop member segmentation strategy and audience definitions for lifecycle programs; demonstrate improved targeting precision and ROI
KPIs You'll Own
Campaign Engagement Rate
Measure open, click, and action rates across CRM-driven campaigns by segment and channel.
Member Lifecycle Conversion
Track progression through onboarding, first product adoption, cross-sell, and retention milestones.
CRM Platform Adoption
Monitor active user count, login frequency, and workflow embedding across teams relative to user base.
Customer Lifetime Value Uplift
Quantify incremental revenue from targeted engagement programs vs. control groups by cohort and campaign.
Data Quality Score
Track completeness, accuracy, and recency of member data in CRM to ensure campaign effectiveness and governance compliance.
Tools & Stack
Your Team
Your Manager
Not specified; likely VP of Member Experience or Chief Marketing Officer
Current Team
Member Experience teams, frontline staff, marketing, product, and IT partners
New role or expansion of existing function
The Package
Salary
$85K-$115K base
Remote
On-site in Allentown, PA
Benefits & Perks
Company Intelligence
First Commonwealth Federal Credit Union is a purpose-driven financial partner serving members, businesses, and communities in Pennsylvania and beyond. They prioritize personalized solutions, digital innovation, and relationship-based banking to empower financial wellness.
Culture
Values-driven (Honesty, Innovation, Generosity, Humility, Excellence, Respect); collaborative, problem-solving culture; celebrates individuality and inclusion.
Is This Role For You?
- You've owned CRM strategy or platform management in financial services, fintech, or B2C membership/loyalty organizations
- You're fluent in campaign design, member segmentation, and lifecycle marketing—with data to prove lift
- You thrive as a business owner: comfortable with roadmap prioritization, stakeholder management, and cross-functional execution
- You're energized by member-first impact and turning insights into sustainable growth and retention
- You need remote flexibility; this is on-site in Allentown, PA only
- CRM platform management feels like admin work to you—you need strategic, revenue-driving ownership
- You lack hands-on experience designing and executing engagement programs or optimizing CRM platforms
Interview Process
Initial Screen
Recruiter conversation on CRM background, engagement program examples, and motivation
Hiring Manager Interview
Deep dive on CRM strategy, platform experience, campaign performance, and leadership approach
Stakeholder Panel
Meet Member Experience, Marketing, Product, and IT leads to assess collaboration fit and cross-functional acumen
Case Study or Exercise
Design or optimize a CRM engagement program; present strategy, segmentation, and expected outcomes
Interested in this role?
Apply now and hear back within days, not weeks.
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About CRM & Lifecycle Roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.