Penn State Job Catalog

Additional levels that exist for this job profile can be seen below.
Missing levels within the leveling matrix can be added based on business need.

The defined natural career progression within or between job profiles.

CRM Specialist

The CRM Specialist is responsible for leveraging customer relationship management (CRM) and marketing automation technologies to support constituent engagement, communications, and business operations; partners with stakeholders to plan, execute, and optimize multi-channel marketing and engagement initiatives, improve business processes, and deliver data-driven insights that support strategic objectives; serves as the functional expert for CRM and marketing automation within the unit, promoting effective system utilization, data quality, user adoption, and continuous improvement, while collaborating with Penn State IT teams to implement enterprise solutions and enhancements.

• Collaborate with stakeholders to understand business objectives, gather and document functional requirements, and identify opportunities to improve constituent engagement, communications, and operational processes using CRM and marketing automation technologies
• Plan, develop, execute, and optimize multi-channel marketing and engagement campaigns across email, SMS, web, social, and other digital channels
• Design and maintain audience segmentation, lead nurturing programs, customer journeys, campaign workflows, personalization strategies, and other CRM-enabled engagement initiatives
• Translate business requirements into campaign workflows, automation logic, business processes, and functional specifications while partnering with central IT on enterprise enhancements
• Configure and maintain business-owned CRM and marketing automation functionality, templates, forms, workflows, dashboards, reports, and other approved capabilities in accordance with established governance standards
• Monitor campaign performance, engagement metrics, conversion rates, and key performance indicators; analyze campaign and constituent data, conduct A/B testing, and recommend improvements to maximize engagement and return on investment
• Promote data quality through routine data stewardship, data cleansing, and adherence to institutional data governance standards and privacy regulations
• Coordinate CRM-enabled communications, campaign execution, event management, participant engagement, and program tracking activities
• Develop reports, dashboards, visualizations, and other analytical tools to communicate campaign performance, operational metrics, and constituent engagement outcomes
• Develop business process documentation, standard operating procedures, user guides, training materials, and other support resources; deliver training and promote effective adoption of CRM and marketing automation capabilities
• Provide functional support by troubleshooting business process and system issues, resolving user inquiries, and coordinating with central IT and vendors on technical issues, enhancements, integrations, and system updates
• Participate in testing, validation, and implementation of new functionality, upgrades, integrations, and business process improvements delivered through enterprise CRM and marketing platforms
• Partner with communications, marketing, enrollment, advancement, customer service, analytics, and other functional areas to align constituent engagement strategies with organizational priorities
• Monitor emerging CRM, marketing automation, digital engagement, and higher education trends and recommend opportunities to improve constituent experiences and business outcomes
• Maintain current knowledge of CRM and marketing automation technologies through continuous professional development and relevant industry certifications
• May supervise staff, including hiring, training, performance management, and professional development

Level:

– Intermediate Professional

Base Description:

– Completes activities, tasks, and/or projects of a functional nature.

Level Summary:

– Demonstrates ability to perform intermediate tasks in defined skill areas. Demonstrates intermediate knowledge of internal procedures. Works under general supervision, performing assignments that may be varied and sometimes difficult. Supports team decisions and follows through with team responsibilities. Interprets and communicates information clearly and accurately. Demonstrates intermediate problem–solving skills.

Supervisory Responsibilities:

– May serve as direct supervisor for part–time, student, and/or temporary workers or volunteers

Fiscal Responsibilities:

– May validate and pay invoices

Problem Solving:

– Encounters generally routine problems; occasionally faces more complex and/or varied problems
– Typically follows recommended course of action and procedures to resolve problems
– Applies knowledge of larger unit goals, priorities, and related procedures in determining course of action

Independence of Action:

– Work is generally monitored by supervisor
– Detailed instructions and procedures are generally provided
– Uses available guidelines to make appropriate adaptations to routine situations and refers other situations to supervisor

Communication and Collaboration:

– Communicates internally within working unit and/or the University
– May communicate with external audiences
– Collaborates closely with team members
– Interprets and communicates information, ideas and instructions clearly and accurately both verbally and in written materials intended for distribution

• Comp Grade – 8
• Minimum – $54,060.00
• MidPoint – $66,252.00
• Maximum – $78,444.00

• Computer network security
• Customer Service
• Process management
• Project Management
• Report writing
• Stakeholder management
• System design
• Technical support
• User experience
• Vendor management