Head of CRM

Role of the Head of CRM

CXM is looking for a Head of CRM to own our CRM system as the operational backbone of the business. This is not a campaign role. You will design, implement and run the processes inside the CRM that drive Sales, Business Development and Marketing. The goal is that every client-facing team works inside the CRM every day, and that those processes lead to measurable financial results.

You will work closely with our Marketing Analytics specialist, who owns end-to-end attribution, customer journey mapping, and lead and client scoring. Your job is to make sure that data is used where it matters: in the hands of Sales Managers and BDMs, at the moment they need it.

What You’ll Do

CRM ownership and implementation

• Own the full setup, configuration and ongoing development of the CRM: data structure, pipelines, deal stages, automations, permissions and reporting.
• Lead implementation projects and integrations with our trading platforms, back office, marketing tools and analytics stack.
• Drive adoption across teams. Set the standards for how the CRM is used, train users, and make sure processes are actually followed.
• Act as the internal authority on what the CRM can do and how to get the maximum value from it.

Sales processes

• Build CRM workflows that make the CRM the starting point of every Sales Manager’s day.
• Set up automatic lead and client distribution rules and automatic task creation for first contact, company introduction and first sale.
• Design deal pipelines for new leads and registrations (onboarding, activation, first deposit) and for existing clients (upsell, retention).
• Create automated reports and alerts that show Sales Managers which clients are cooling down: falling trading activity, no recent contact, or no recent trades. Every one of these signals should turn into a clear next action.

Retention and reactivation

• Build reactivation systems that automatically segment inactive or declining clients, create tasks and launch reactivation plans.
• Prioritise high-value segments, for example long-standing clients who generated significant revenue and have stopped trading.

Business Development (IBs, affiliates and partners)

• Design the CRM processes for BDMs managing Introducing Brokers, affiliates and other partners.

• Give BDMs visibility of partner performance: referred clients, trading activity of those clients, rebates and partner engagement.

• Set up workflows for partner onboarding, activation, growth and early warning when a partner’s traffic or client activity drops.

Marketing alignment

• Make sure marketing data appears where it is needed. A Sales Manager or BDM opening a client card should instantly see who the client is, where they came from, their traffic source, their original interest and their current customer journey stage.
• Work with the Marketing Analytics specialist so that attribution, journey stages and scoring flow correctly into the CRM and drive prioritisation and automation.
• Make sure Sales, BD and Marketing operate as one connected system rather than in separate silos.

Reporting and performance

• Build dashboards and KPIs for management covering pipeline, conversion, deposits, retention, reactivation and partner performance.
• Continuously improve processes based on data and feedback from the teams.

What We’re Looking For

• 5+ years of experience in CRM management, sales operations or leading CRM implementation in financial companies.
• Experience in online trading, brokerage, fintech or iGaming is a must.
• A solid understanding of how sales, business development and marketing processes work, and how a CRM supports each of them. You’ve built these processes before, not just administered the system.
• Hands-on experience configuring a major CRM (Zoho, HubSpot, Salesforce or a brokerage-specific CRM): pipelines, automations, routing rules, reporting.
• Experience with lead distribution, task automation, deal pipelines, retention and reactivation workflows.
• An understanding of partner and affiliate models. Experience with IB programmes and rebate structures is a strong advantage.