CRM (Customer Relationship Management) Specialist

Essential Duties

• Complete CRM training, learn specific tools, resources, and procedures related to recruitment and student communications.
• Serve as the “go-to” expert for CRM users. Advocate for the CRM’s appropriate and effective use to enhance the student experience and enrollment results and train other employees on this usage.
• Collaborate with ITS, admissions, marketing, and the CRM Project Team to integrate and maintain CRM data systems, including data mapping/conversion, ERP and third-party integrations, and the configuration of workflows, chatbots, dashboards, forms, landing pages, and campaigns.
• Collaborate with end users and Admissions and Marketing leadership to translate enrollment, admissions, and marketing workflows into effective CRM configurations—including forms, triggers, routing, automation, and communication workflows that ensure timely responses within a centralized CRM queue.
• Collaborate with IT security and end users to ensure the ethical and secure use of AI tools, AI integrations, and AI-driven automation within recruitment and student engagement workflows.
• Partner with ITS to manage technical governance, including role-based access control (RBAC), and implementation of new tools and systems.
• Monitor and optimize CRM functionality—including analytics, campaigns, AI features, and lead-management tools—to support effective recruitment and enrollment strategies.
• Work closely with IT to support testing and troubleshooting, develop testing procedures, and perform continuous testing for CRM integrations and updates.
• Analyze enrollment data, marketing metrics, and industry reports to uncover insights and trends in enrollment and recruitment and leverage system tools to address opportunities.
• Lead and execute employee training to support the overall goal to increase user adoption of the CRM.
• Continually expand and share knowledge of the CRM system to strengthen enrollment outcomes, build team engagement, and to ensure that users leverage the capabilities of the systems to maximize connectivity and positive enrollment outcomes.
• Oversee setup of campaigns and appeals.
• Facilitate and initiate enrollment targeted text message (SMS) communication strategies to be leveraged across all student target audiences to drive customer engagement and matriculation.
• Follows and maintains adherence to best practices of data security, follows cybersecurity protocols/procedures, administrative guidelines and collaborates closely with ITS to ensure the practice of due diligence and due care.
• Emphasize the role of ensuring compliance with data privacy regulations and adherence to institutional policies/guidelines regarding data governance. This includes conducting regular audits, and staying informed about relevant compliance standards.
• Manage organization change and alignment with CRM workflows and procedures.
• Keep current with CRM vendor webinars, communication and updates.
• This person serves as a true member of the admissions team and would help with admissions events, support ongoing recruitment efforts, etc.

Required Qualifications

• Bachelor's degree required (business, marketing, IT, communication, or education).
• Minimum 3 years' experience in Higher Education admissions, recruiting, student affairs or marketing.
• Proficiency with Ellucian Colleague Student Workflows and application/student in-take workflows.
• Knowledge of higher education, community colleges and its students.
• Demonstrated sensitivity to, and understanding of, the academic, social, economic, cultural, disability, and ethnic backgrounds of community college students.
• Student-focused mindset.
• Demonstrated understanding of application/enrollment processes, selection process and related college recruitment communications.
• Demonstrated end-user technical and navigational literacy, including experience using web-based software systems to locate tools, adjust settings, and manage basic workflows.
• Experience using data to develop and execute recruiting and student-focused communications.
• Knowledge of student acquisition/lead generation and retention strategies.
• Ability to gather, maintain and analyze data.
• Experience communicating with students both digital and in person.
• General understanding of data analytics, content management and social media.
• Experience with publicizing and marketing academic services, inside sales, marketing strategies/campaigns and recruitment initiatives.
• Ability to interpret questions, identify problems, propose solutions and process improvements, and read reference manuals.
• Ability to identify actionable insights from ambiguous and sometimes limited information.
• Understand how to successfully communicate information to both technical and non-technical audiences.

Preferred Qualifications

• Knowledge of SCC (campuses, centers, workflows, policies).
• Demonstrated knowledge of SCC data elements for prospective and current students.
• Experience working directly with students or prospective students and families for the purposes of recruiting and retaining students.
• Experience working with teams in a matrixed organization with multiple stakeholders.