CRM Manager CV (ATS-Optimised) — Tools, Segmentation & Retention Impact

Lead with quantified results from your CRM work: open rate, CTR, conversion rate, retention, churn reduction, and LTV lift. For example, you might state that you improved email performance using Salesforce Marketing Cloud Journey Builder with triggered sends and timed exclusions. Pair each claim with a data source and segmentation approach, such as SQL queries that created dynamic cohorts (e.g., high-intent win-back and churn-risk segments). Add at least one operational KPI such as deliverability (bounce-rate trends) and reporting cadence (weekly dashboard updates in Looker or Power BI).

Make it obvious how you operationalise customer value. Describe how you built lifecycle journeys across email, SMS and push using tools like HubSpot or Braze, and how you set up journey logic to prevent overlap and fatigue. Include a measurable target you owned, such as cohort retention improvement by a specific percentage or LTV growth over a quarter. Recruiters look for clarity on cause-and-effect: what audience you targeted, what channel mix you used, and which KPI moved as a result.

Detail your platform experience in a way that an ATS can parse and a recruiter can verify. Name the systems you used—Salesforce Marketing Cloud, HubSpot, Braze, or Dynamics 365—and explain what you built inside them (e.g., contact synchronisation, audiences, templates, triggered automation, and dashboards). If you implemented governance, mention role-based access, data quality checks, and release processes for campaign builds. Where relevant, include consent and compliance controls such as GDPR-compliant preference centres and suppression lists.

Show technical ownership beyond sending: manage data synchronisation rules, event tracking requirements, and campaign QA. You can reference practical steps like ensuring SPF/DKIM/DMARC alignment, monitoring deliverability and spam rates, and validating that triggered events map correctly to customer IDs. If you used experimentation, mention holdouts, A/B test design, and how you measured statistical lift or acted on results. Concrete platform tasks and controls signal you can run CRM reliably, not just produce campaigns.

Explain how you turn raw customer data into actionable segments. Use specific techniques such as RFM modelling, cohort analysis, and propensity or churn-risk scoring where available, and state how you implemented them using SQL or by exporting data to a CDP workflow. For example, you might describe building an SQL-based segmentation view that fed dynamic lists into HubSpot or Braze, then monitoring the impact on retention within defined cohorts. Include at least one KPI framework—such as cohort retention curves, LTV per acquisition source, and churn-rate changes by audience tier.

Demonstrate measurement discipline using real analytics and reporting tooling. Mention how you built dashboards or regular performance packs in Looker or Power BI, and what you tracked: open rate, CTR, unsubscribes, bounce rates, conversion by journey step, and incremental revenue attribution approach. If you supported stakeholders, describe how you translated findings into next-step decisions (e.g., stopping low-performing sequences, refreshing audience logic, or adjusting send frequency). This section should make it clear you can justify CRM strategy with evidence rather than assumptions.

Show cross-channel execution by describing how you orchestrated journeys with consistent messaging and appropriate timing. Mention how you coordinated triggered emails and SMS using marketing automation rules (e.g., suppression, throttling, and priority logic) so customers do not receive conflicting messages. Include real-world performance metrics such as 25% open-rate lift, 4% CTR improvement, and reduced churn within a defined period. If you ran win-back or onboarding flows, state how many journeys you managed and what success looked like (engagement, reactivation, repeat purchase rate).

Add specifics about message and content operations, including template versioning and campaign QA. You may reference how you used merge fields and dynamic content blocks to personalise offers based on lifecycle stage and past behaviour. If you collaborated with creative or product teams, mention how you set brief standards and approval timelines to reduce errors. The goal is to communicate that you can deliver high-volume, high-quality lifecycle messaging with measurable outcomes and reliable automation.