CRM & Digital Engagement Specialist

Essential Duties and Responsibilities: The CRM & Digital Engagement Specialist will collaborate with company leadership and key stakeholders to lead the company's CRM strategy and digital marketing initiatives. As the owner of the Salesforce-based CRM platform, this role is responsible for the strategic direction, administration, optimization, and utilization of the system across the organization. The position also oversees database marketing, digital communications, website management, social media platforms, and marketing analytics to support organizational goals and drive business results. Duties include: CRM Ownership, Administration & Strategy

• Serve as the primary administrator and internal subject matter expert for the company's Salesforce-based CRM platform
• Build, maintain, and optimize workflows, automations, templates, and campaigns within the CRM
• Own the day-to-day relationship with the CRM provider, including renewals, support escalations, and feature implementations
• Partner in the development and execution of database marketing strategies targeting past clients for refinance, purchase, and other lending opportunities
• Collaborate with CRM users, primarily Loan Officers, to identify opportunities to improve adoption, usability, and business outcomes
• Provide user onboarding, training, and ongoing support; communicate system enhancements and best practices
• Lead deployment and adoption of CRM tools and integrated technologies

Website & Digital Presence

• Maintain and update the company website built on WordPress, including content updates, page creation, and basic technical upkeep
• Build and publish landing pages supporting Loan Officer campaigns and company marketing initiatives
• Monitor website performance and implement SEO best practices to improve visibility and engagement

Analytics, Reporting & Insights

• Develop and maintain dashboards and reports to provide visibility into CRM utilization, digital engagement, and marketing performance
• Track and analyze website traffic, social media activity, and campaign performance; provide actionable insights and recommendations
• Measure and report on user adoption and engagement across CRM and digital marketing platforms

Social Media Oversight

• Oversee the company's social media presence across platforms and maintain a consistent posting schedule aligned with brand standards
• Coordinate and schedule content highlighting Loan Officer activity, employee achievements, community involvement, and educational mortgage content
• Monitor audience engagement and identify opportunities to expand reach and strengthen brand awareness

Communications, Compliance & Operations

• Manage and distribute company-wide communications through SF Communications
• Review marketing materials for compliance with brand standards and applicable regulatory requirements
• Review and approve marketing-related vendor invoices for payment
• Manage relationships with marketing vendors and external service providers
• Lead or support projects related to marketing initiatives, platform implementations, and process improvements

Education and/or Work Experience Requirements:

• 3 - 5 years of hands-on experience administering Salesforce or a CRM platform built on the Salesforce ecosystem
• Demonstrated experience managing or contributing to social media content and digital platforms
• Proficiency with WordPress or a comparable CMS; comfort building and editing pages without developer support

Preferred

• Familiarity with SEO tools, web analytics platforms (e.g., Google Analytics), and/or social media scheduling tools
• Experience with database marketing or lifecycle marketing campaigns
• Experience managing projects, launches, or cross-functional initiatives
• Salesforce certifications (Administrator, Marketing Cloud, or equivalent)
• Prior experience in mortgage lending, real estate, or financial services

Skills:

• Strong written communication and editing skills; ability to write clearly for varied audiences.
• Ability to analyze data and translate findings into concrete, actionable recommendations
• Proven ability to train and support end users on technology platforms
• Comfortable working independently in a small team environment with broad, varied responsibilities
• Understanding of best practices in content creation on platforms such as social media, blogs and other digital marketing avenues, and the ability to translate best practices to implementation
• High level of integrity, ethics, discretion and professionalism in handling confidential and sensitive information