CRM Manager

1. CRM Strategy & Planning

Develop and implement a Group-wide CRM strategy aligned with marketing and admissions goals to improve acquisition, retention, and satisfaction.

Define parent lifecycle stages (enquiry → enrolment → re-enrolment → advocacy) and build targeted communication journeys for each.

Partner with school marketing teams and admissions to embed CRM best practices in daily operations.

Own the CRM database structure and ensure data accuracy, segmentation, and compliance with data protection policies.

Work with Analytics and Digital teams to build dashboards and predictive models (e.g., churn probability, parent satisfaction).

Generate actionable insights on parent behaviour, lead conversion, and communication effectiveness.

Develop automated and personalized campaigns across email, SMS, app notifications, and Whats App through GEMS Connect and other digital platforms.

Create lead-nurturing and re-engagement programs that guide prospective parents through the decision-making process.

Manage campaign calendars around enrolment cycles, events, and key academic milestones.

Manage and optimize CRM platforms (e.g., Salesforce, Zoho, or Dynamics), ensuring integration with GEMS Connect, school websites, and lead management systems.

Collaborate with IT and digital teams to ensure CRM infrastructure supports real-time data sync across systems.

Continuously evaluate new tools and automation technologies to enhance personalization and efficiency.

Work closely with Marketing, Admissions, School Leaders, and the GEMS Connect product team to unify communication and engagement efforts.

Partner with the Finance and Customer Experience teams to integrate reminders, tuition payment journeys, and satisfaction surveys.

Train and mentor school-based marketing and admissions teams on CRM utilization and best practices.