What are the responsibilities and job description for the CRM Platform Manager position at CIG COMPANIES SERVICES?
We are seeking a CRM Platform Manager to own, optimize, and evolve our Microsoft Dynamics 365 ecosystem as the central engine powering our customer experience.
This role goes far beyond system administration. You will serve as the product owner of our CRM platform, driving a unified, 360-degree view of the guest across the entire travel journey—from booking through post-flight engagement.
You will partner closely with Marketing, Loyalty, Guest Experience, Sales, Reservations, and Operations to translate business strategy into scalable CRM solutions that enhance personalization, increase guest lifetime value, and enable high-touch service at scale.
This is a highly cross-functional, high-impact role at the intersection of technology, data, and customer experience.
Key Responsibilities
CRM Platform Ownership & Strategy
- Own and manage the Microsoft Dynamics 365 CRM roadmap, aligning platform capabilities with business and customer experience goals
- Act as the internal CRM product owner, prioritizing enhancements, integrations, and feature development
- Continuously identify opportunities to improve personalization, automation, and customer engagement
Platform Administration & Optimization
- Oversee day-to-day CRM operations including configuration, workflows, automation, and performance optimization
- Design and maintain scalable system architecture, including custom objects, fields, and business logic
- Ensure system reliability, uptime, and adherence to enterprise IT and security standards
Customer Data & 360° Guest View
- Lead the development and maintenance of a single customer view across all touchpoints
- Establish and enforce data governance, quality standards, and enrichment strategies
- Oversee data integrations, deduplication processes, and identity resolution across systems
Customer Data & 360° Guest View
- Lead the development and maintenance of a single customer view across all touchpoints
- Establish and enforce data governance, quality standards, and enrichment strategies
- Oversee data integrations, deduplication processes, and identity resolution across systems
Cross-Functional Business Enablement
- Partner with key stakeholders to translate business needs into CRM-enabled workflows and solutions
- Support and optimize processes across: ○ Guest services and concierge interactions
- Loyalty and rewards programs
- VIP traveler management
- Customer support and case management
- Marketing campaigns and lifecycle communications
Systems Integration & Ecosystem Management
- Own integrations between CRM and critical systems, including: ○ Passenger Service Systems (PSS)
- Loyalty and rewards platforms
- Marketing automation tools
- Customer support platforms
- Collaborate with engineering and vendors to ensure seamless data flow and system interoperability
Reporting, Insights & Continuous Improvement
- Develop dashboards and reporting frameworks to track customer engagement, operational efficiency, and CRM performance
- Provide actionable insights to Marketing, Operations, and Leadership teams
- Drive continuous improvement through testing, iteration, and data-driven decision-making
Required Qualifications
- Bachelor’s degree in Information Systems, Computer Science, Business, or related field
- 4–7 years of experience in CRM administration, management, or product ownership
- Hands-on experience with Microsoft Dynamics 365 or comparable enterprise CRM platforms
- Strong understanding of CRM architecture, workflows, automation, and integrations
- Experience working with APIs, data pipelines, and system integrations
- Proven ability to manage cross-functional stakeholders and translate business needs into technical solutions
- Strong analytical, problem-solving, and communication skills
Preferred Qualifications
- Experience in travel, hospitality, airline, or luxury service industries
- Familiarity with customer data platforms (CDPs) and identity resolution strategies
- Experience supporting loyalty programs or high-touch/VIP customer experiences
- Background in marketing automation or customer lifecycle management
Success Metrics
- Adoption and utilization of CRM across business functions
- Data quality, integrity, and completeness of customer profiles
- Efficiency and scalability of CRM-enabled workflows
- Contribution to customer engagement, retention, and lifetime value
- System performance, uptime, and integration reliability
Why This Role Matters
The CRM Platform Manager is a foundational role in building a best-in-class customer experience engine. You will directly influence how we understand, engage, and serve our guests—especially in a high-touch, premium travel environment where personalization and service excellence are critical differentiators.
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