FILINVEST LAND, INC.
JOB SUMMARY
The CRM Manager orchestrates Filinvest's enterprise-wide lifecycle marketing, marketing automation, customer data management, and personalization strategy. This role ensures that CRM becomes a powerful engine for:
- Lead nurturing
- Lead-to-reservation conversion
- Customer onboarding
- Experience delivery
- Retention and reactivation
- Cross-sell and upsell
- Lifetime value maximization
The CRM Manager leads the design and execution of automated customer journeys, governs segmentation logic, maintains data integrity in partnership with Tech Platform and Customer Insights, and ensures a consistent, empathetic, and brand-aligned communication experience across the lifecycle.
This role serves as a critical bridge between Digital, Brand & CX, Customer Insights, Operations, and Residential BUs ensuring that CRM activities support business outcomes and reinforce a unified customer experience.
KEY RESPONSIBILITIES
1. CRM Strategy & Lifecycle Journey Orchestration
- Orchestrate Filinvest's CRM strategy across the entire customer lifecycle:
Lead Inquiry Reservation Documentation Loan Processing Construction Turnover After-sales Renewal/Renegotiation
- Lead the development of automated journeys for:
a. Lead nurturing
b. Buyer onboarding
c. Requirements completion
d. Construction updates
e. Turnover readiness
f. Move-in support
g. After-sales support
h. Delinquency reminders (in coordination with Operations)
- Ensure all journeys are customer-centric, brand-aligned, and optimized for conversion.
2. Audience Segmentation & Personalization
- Govern enterprise-level segmentation in partnership with Customer Insights.
- Build and maintain audience segments based on:
a. Behavior
b. Engagement level
c. Funnel stage
d. Persona
e. Project category
- Ensure personalization across email, SMS, in-app or portal messaging, construction updates, and buyer education content.
- Maintain dynamic segments and eligibility rules for all automated journeys.
3. CRM Automation Design & Optimization
- Build automation flows such as welcome series, lead nurturing sequences, document submission reminders, construction phase triggers, turnover scheduling, move-in prompts, and maintenance reminders
- Continuously optimize timing, frequency, message relevance, conversion triggers, and content clarity
- Implement A/B testing for subject lines, content, CTA, and cadence.
4. Data Integrity, Tagging & Lead Management
- Govern the cleanliness and structure of CRM data.
- Ensure correct lead tagging and routing in alignment with Sales, business units, digital, and tech platform
- Implement data hygiene routines for de-duplication, bounce management, unsubscribe management, and record validation
- Maintain data dictionaries, segment logic documentation, and data governance standards.
5. Cross-Functional Collaboration
- Work closely with Digital & Performance Teams
- Ensure CRM journeys support paid campaigns.
- Provide audience insights to improve targeting.
- Align UTM, tracking, and attribution flows.
A. Brand & CX
Ensure CRM content is on-brand, clear and human, empathetic, segment-appropriate, and CX-compliant
B. Customer Insights
- Validate segments, insights, and behavioral clustering.
- Use NPS, CSAT, and qualitative insights to enhance CRM journeys.
C. Residential BUs
Ensure BU-level needs (project launches, updates, inventories) are supported via CRM.
D. Operations & Customer Care
Maintain alignment for customer-facing notifications and service updates.
6. Reporting, Analytics & Optimization
- Track CRM KPIs: Open rates, CTR, response rates, lead-to-reservation conversion, ourney drop-off points, engagement scores
- Maintain CRM dashboards with Customer Insights and Tech Platform.
- Produce monthly insights and recommendations for journey improvement across BUs.
- Present findings to the CMO and the Digital COE.
7. Governance, Standards & Compliance
- Establish enterprise CRM content standards: Tone of voice, Template formatting, Brand/CX alignment, Response scripts, Opt-outs and compliance
- Maintain CRM playbooks and implementation guidelines.
- Ensure compliance with data privacy laws (DPA), opt-in/opt-out rules and corporate Communications protocols
8. Team Leadership & Vendor Management
- Lead CRM Specialists and support roles.
- Coach team in automation building, journey design, data hygiene, segment creation, reporting and optimization
- Oversee CRM platform vendors and Martech providers.
- Manage configurations, integrations, and enhancements with Tech Platform.
QUALIFICATIONS
- Bachelor's degree in Marketing, Business, IT, Communications, Data Science, or related field.
- 58 years of CRM experience in lifecycle marketing, marketing automation, segmentation, behavior-driven communications, customer journey management
- Experience with CRM platforms (MoEngage, Salesforce, HubSpot, Braze, etc.).
- Strong understanding of funnel conversion, segmentation, and lead nurturing principles.
- Experience collaborating cross-functionally at enterprise scale.
SKILLS AND COMPETENCIES
- CRM & Technical
- Journey building
- Automation design
- Segmentation & tagging
- CRM platform mastery
- Data hygiene and structuring
- Analytics & Optimization
- KPI interpretation
- A/B testing
- Funnel analysis
- Insights translation
- Brand & CX Alignment
- Clear, empathetic communication style
- Can adapt tone by segment
- Experience embedding CX principles into messages
- Leadership & Collaboration
- Strong cross-functional coordination
- Ability to influence Operations, Sales, Business Units
- Clear communicator
- Strong documentation discipline
- Professional Attributes
- Analytical and structured
- Detail-oriented
- Customer-centric
- Business-minded
- Reliable and process-driven
