Web Development and CRM Manager

Role Summary

FILINVEST LAND, INC.

The Web Development and 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, and 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.

Work closely with the following business functions

1. Digital & Performance Teams to ensure CRM journeys support paid campaigns, provide audience insights to improve targeting, and align UTM, tracking, and attribution flows.
2. Brand & CX Team to ensure CRM content is on-brand, clear and human, empathetic, segment-appropriate, CX-compliant
3. Customer Insights to validate segments, insights, and behavioral clustering and use NPS, CSAT, and qualitative insights to enhance CRM journeys.
4. Residential Business Units to ensure BU-level needs (project launches, updates, inventories) are supported via CRM.
5. Operations & Customer Care to 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, journey drop-off points, and 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.

1. 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, Corporate Communications protocols

1. Team Leadership & Vendor Management

Lead CRM Specialists and support roles.

Coach team in automation building, journey design, data hygiene, segment creation, amd reporting and optimization

Oversee CRM platform vendors and Martech providers.

Manage configurations, integrations, and enhancements with Tech Platform.

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 lead nurturing, buyer onboarding, requirements completion, construction updates, turnover readiness, move-in support, after-sales support, delinquency reminders (in coordination with Operations), and ensure all journeys are customer-centric, brand-aligned, and optimized for conversion.

1. Audience Segmentation & Personalization

• Govern enterprise-level segmentation in partnership with Customer Insights.
• Build and maintain audience segments based on behavior, engagement level, funnel stage, persona, project category
• Ensure personalization across email, SMS, in-app or portal messaging, construction updates, buyer education content
• Maintain dynamic segments and eligibility rules for all automated journeys.

1. 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, maintenance reminders
• Continuously optimize timing, frequency, message relevance, conversion triggers, content clarity
• Implement A/B testing for subject lines, content, CTA, and cadence.

1. Data Integrity, Tagging & Lead Management

• Govern the cleanliness and structure of CRM data.
• Ensure correct lead tagging and routing in alignment with sales, BUs, digital, tech platform
• Implement data hygiene routines for re-duplication, bounce management, unsubscribe management, record validation
• Maintain data dictionaries, segment logic documentation, and data governance standards.

1. Cross-Functional Collaboration

Requirements

ROLE QUALIFICATIONS

Bachelor's degree in Marketing, Business, IT, Communications, Data Science, or related field.

5–8 years of CRM experience in

1. Lifecycle marketing
2. Marketing automation
3. Segmentation
4. Behavior-driven communications
5. 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.