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:

– Supervisor

Base Description:

– Supervises direct reports, but primarily completes activities, tasks, and/or projects of a functional nature.

Level Summary:

– Demonstrates appropriate knowledge to perform own work; spends majority of time on tasks related to own job responsibilities. Demonstrates baseline planning, organizing, directing, and facilitating skills. Reviews completed work of others to verify accuracy and quality. Follows recommended approaches to assigned work. Supervises assigned staff and coordinates routine work activities. Monitors employee interactions and facilitates a productive working environment. Communicates instructions and policies in a consistent, effective and timely manner. Identifies and addresses concerns appropriately. Makes recommendations for possible solutions.

Supervisory Responsibilities:

– Typically oversees at least 2 full–time direct reports or equivalent team of part–time and/or student workers (for Support track, performs work at Senior Support level or higher; for Professional track, performs work at the Advanced Professional level or higher)

Fiscal Responsibilities:

– May validate and pay invoices
– May monitor/track budgets for specific area and/or grant(s)

Problem Solving:

– Encounters generally routine problems with progressively more complex and/or varied problems
– Typically follows standard operating procedures to resolve problems
– May apply specialized knowledge and skills to resolve complex and/or varied problems
– Applies proven and tries new approaches when solving problems

Independence of Action:

– Works with minimal supervision on difficult work assignments, conferring with manager on unusual matters
– Follows precedents and procedures
– Organizes work of direct reports and may set priorities within general guidelines established by manager
– Reviews the work of others to verify accuracy, quality, and conformance to required procedures and special instructions

Communication and Collaboration:

– Communicates internally within working unit and the University
– Communicates with external audiences for scheduling/coordination
– May communicate with external audiences for business purposes
– Collaborates closely with team members; may interact with other staff outside of area
– Utilizes a communication style that is appropriate for a given situation
– Interprets and communicates information, ideas and instructions clearly and accurately both verbally and in written materials

• 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