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:

– Advanced Professional

Base Description:

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

Level Summary:

– Demonstrates proficient and comprehensive knowledge of defined skill areas/applications. Applies knowledge of principles, practices, and procedures of a particular field to decision-making and problem–solving. Works under minimum supervision on varied and sometimes difficult work assignments, conferring with supervisor or subject matter experts on unusual matters. May lead others or a team in completion of complex assignments. Interprets and communicates information clearly, accurately, and persuasively. Researches and tries new approaches when solving difficult or novel problems.

Supervisory Responsibilities:

– Indirect supervisor or mentor for other full–time employees
– May serve as direct supervisor for part–time, student, and/or temporary workers, volunteers, or a full–time employee

Fiscal Responsibilities:

– May validate and pay invoices
– May monitor/track budgets and funding

Problem Solving:

– Encounters generally routine problems with progressively more complex and/or varied problems
– Typically follows recommended course of action and procedures to resolve problems
– May apply specialized knowledge and skills to resolve complex and/or varied problems, with supervisor oversight
– Researches and tries new approaches when solving problems

Independence of Action:

– Works with minimal supervision on more difficult work assignments, conferring with supervisor on unusual matters
– Follows precedents and procedures
– May set priorities and organize work within general guidelines established by supervisor

Communication and Collaboration:

– Communicates internally and externally within working unit and the University
– May communicate with external audiences for business purposes
– Promotes open communication in a manner that builds relationships among team members
– Applies appropriate strategies for managing conflict; negotiate reasonable compromises; propose and evaluate possible solutions
– Interprets and communicates information, ideas and instructions clearly, accurately and persuasively both verbally and in written materials intended for distribution

• Comp Grade – 10
• Minimum – $65,508.00
• MidPoint – $80,244.00
• Maximum – $94,980.00

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