Senior Director - CRM

Job Description

Role: CRM Director - Salesforce Marketing & Market Operations

Reporting to: Digital Operations and Client Lead - CRM, Content & Analytics
Location: Gurgaon

Leads: SFMC campaign ops, Digital Content Hub, Client Engagement for Analytics

About Us:

VML, a WPP company is a global powerhouse born from the unification of Wunderman Thompson and VMLY&R - two of the world's most powerful and accomplished creative agencies with complementary capabilities and geographic strengths. We have an industry-unique opportunity to provide our client partners with a fully integrated offering across brand experience, customer experience and commerce practices - powered by deep data and technology experience.

For more information, visit www.vml.com

Roles & Responsibilities:

As CRM Director, one will serve as the senior regional bridge between market stakeholders and cross-functional delivery teams for Salesforce Marketing Cloud (SFMC), Data Cloud, and CRM performance. The remit spans platform transition, campaign operations, and content readiness across markets.

This role combines client leadership, project governance, and market enablement-ensuring high-quality, on-time campaign delivery across Salesforce, while also supporting digital content needs and analytics team operations. Act as the connective tissue across CRM, analytics, and dealer content delivery.

This is a multi-market, hands-on leadership role ideal for someone with strong Salesforce Marketing Cloud experience, agency client service instincts, and the ability to translate complex transformation initiatives into daily operational campaign excellence

Market Engagement & Stakeholder Alignment

• Act as the primary interface for 5-8 markets across CRM strategy, campaign delivery, and content readiness.
• Build trusted relationships with regional and market stakeholders, proactively identifying support needs.
• Lead market onboarding and training around Salesforce Marketing Cloud and transition roadmaps.
• Resolve escalations and act as the delivery accountability point for campaign delays, QA issues and missed SLAs.

Salesforce Marketing Cloud Transition & Execution Oversight

• Oversee the shift from SAP CRM to Salesforce Marketing Cloud and Data Cloud, ensuring minimal disruption.
• Manage your direct reports to ensure success across the briefing lifecycle-ensuring campaign inputs are structured, complete, and aligned with creative/delivery standards.
• Collaborate with SFMC campaign ops pod to manage segmentation, journey builds, QA, testing and deployment.
• Track and troubleshoot campaign performance across platforms and channels (email, SMS, WhatsApp, Push).

Digital Content & Distributor Enablement

• Coordinate distributor/dealer digital content delivery in collaboration with local teams and the content hub.
• Ensure market readiness for offer-based campaigns, banner assets, and retail comms.
• Support timely asset localization, deployment planning, and usage tracking.

Analytics Support & Reporting Alignment

• Support the Marketing Science team in market coordination, insight briefing, and client communications.
• Ensure campaign dashboards and lifecycle KPIs are shared, understood, and actionable across regions.
• Liaise with data, CRM and content streams to feed learnings into optimization plans.

Strategy, Playbooks & Continuous Improvement

• Co-develop campaign SOPs, CRM delivery playbooks, and SFMC journey templates.
• Assist in lifecycle journey strategy: aligning market briefs with strategic goals (e.g. conversion, reactivation).
• Identify areas for automation, templating, or cross-stream collaboration to increase velocity and impact.

Skills & Competencies

• 10-12 years in CRM or digital marketing, ideally at the intersection of strategy, delivery, and client service.
• Salesforce Marketing Cloud (Email Specialist, Consultant, or Admin) certification and prior experience of working through platform transitions.
• Familiarity with SAP CRM, Salesforce Data Cloud, or data migration workflows.
• Delivery and operational experience to govern teams as an efficient scaled unit with an eye for detail on client and internal SLAs, solving delivery challenges, team mentorship around clear goals, identifying training needs and establishing frameworks, SOPs for repeatability.
• Experience with project management tools (e.g., Jira, Smartsheet), campaign analytics, and QA workflows.
• A seasoned CRM account lead, program manager, or lifecycle strategist with a strong client-facing instinct and operational rigor.
• A collaborative communicator with experience navigating matrixed, cross-market environments.