The Challenge
Ford's commercial fleet business is expanding into software and services (Telematics, Charging, Software), and they need someone to architect the B2B customer journeys that connect fleet managers and drivers to these new revenue streams. You'll own the full CRM lifecycle—acquisition through retention—using Salesforce to drive retention and cross-sell at scale.
Your Mission
Map current B2B customer journey across Salesforce Marketing Cloud and identify data architecture gaps; document one-to-many relationships (company-to-employees, company-to-vehicles) to enable segmentation
Build and deploy 3-4 automated nurture campaigns targeting fleet managers and drivers with role-specific messaging using Journey Builder and AMPScript
Establish baseline metrics: open rates, click rates, conversion rates for email campaigns and identify quick wins for A/B testing
Partner with Sales to define ABM strategy for top 20 high-value accounts and create tailored account-based journeys
Optimize campaign performance: increase open rates by 15% and conversion rates by 10% through segmentation and creative testing
Launch account-based marketing program targeting 50+ accounts with measurable pipeline contribution and sales engagement metrics
Implement consent management and data privacy framework compliant with GDPR/CCPA across all customer communications
Scale win-back and cross-sell campaigns for Telematics/Charging/Software products; track product adoption lift by customer segment
KPIs You'll Own
Email Open Rate
Target 25%+ open rates by segment (fleet manager vs. driver) through role-specific subject lines and send-time optimization.
Campaign Conversion Rate
Track conversion from email click to product signup or sales-qualified lead; target 5%+ from nurture campaigns.
Account Engagement Score
Define and monitor engagement velocity for ABM accounts using Salesforce Data Cloud touchpoint tracking.
Customer Lifetime Value (CLV) by Journey
Measure retention and expansion revenue (Telematics/Charging/Software upsell) attributed to CRM journeys.
Data Quality Score
Monitor completeness and accuracy of customer data (email deliverability, vehicle type, fleet size) in Salesforce.
Tools & Stack
Your Team
Your Manager
Not specified; likely Director of B2B Marketing or VP Commercial Marketing
Current Team
Not specified; collaboration expected with Sales, Analytics (GDIA team), and Marketing teams
New role or backfill—unclear
The Package
Salary
$85K-$110K base
Remote
On-site in Dearborn, MI (FULL_TIME)
Benefits & Perks
Company Intelligence
Ford Motor Company is a global automotive manufacturer expanding its commercial fleet business into software and connected services (Telematics, Charging, Software subscriptions). This role sits at the intersection of Ford's legacy automotive business and new digital revenue streams, requiring deep B2B marketing and CRM expertise.
Customers
Commercial fleet managers and fleet drivers; B2B enterprise accounts
Culture
Established global company offering career choice—deep expertise paths, leadership opportunities, technical specialization, or culture building roles. Emphasis on flexibility and work-life balance.
Is This Role For You?
- You've built and optimized B2B CRM campaigns in Salesforce Marketing Cloud (Journey Builder, Automation Studio)—not just launched emails, but architected journeys
- You're fluent in HTML, CSS, AMPScript, and SQL; you can diagnose campaign issues and customize templates without constant dev support
- You love data and testing: you translate business goals ('increase software subscriptions') into segmentation rules, triggers, and KPIs
- You've worked in B2B or automotive marketing and understand complex buyer committees (fleet managers vs. drivers) and account-based selling
- You're a B2C email marketer; this role requires deep B2B account structures, multi-stakeholder journeys, and ABM strategy—not consumer segment campaigns
- You need a remote or hybrid setup; this is on-site Dearborn, MI only
- You're not comfortable with SQL and technical campaign troubleshooting; you'll be writing queries and debugging AMPScript regularly
Interview Process
Initial Screening
HR/Recruiter call to confirm Salesforce Marketing Cloud experience, B2B background, and on-site availability
Technical Assessment
Case study or portfolio review: walk through a B2B campaign you've built in Salesforce—data model, journey design, results
Hiring Manager Interview
Director/Manager conversation about CRM strategy, ABM experience, and how you'd approach Ford's fleet customer segments
Cross-Functional Panel
Discussion with Sales, Analytics (GDIA), and Marketing stakeholders on collaboration style and data/campaign priorities
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.