Director, Dynamics CRM – Member Engagement

Provides leadership across CRM, contact centre, and member insights-related teams and resources, including coaching, development, and performance management. Establishes clear direction, priorities, and expectations aligned to enterprise objectives, fostering a high-performing, collaborative environment focused on member outcomes, innovation, and continuous improvement. Ensures work is executed in accordance with organizational policies, standards, and priorities.
Executes and operationalizes the enterprise CRM strategy, translating strategic direction, into roadmap delivery and business outcomes. Leads the implementation and evolution of CRM as a technology capability that supports member acquisition, engagement, retention, and service delivery. Develops and executes lifecycle-driven engagement programs and ensures CRM delivers coordinated, data-informed experiences across channels, journeys, and touchpoints. Identifies opportunities to enhance CRM capabilities and drives delivery of new features and functionality that improve how members interact with Tru Cooperative Bank.

Integrates AI-enabled capabilities and strategies into the CRM platform, ensuring AI is leveraged to enhance personalization, engagement, operational effectiveness, and member experience outcomes.
Executes the strategy, implementation, and enhancement of Dynamics 365 Contact Center as the enterprise assisted-service channel. Leads the build-out of unified voice and digital engagement across channels with AI-enabled routing, and advances self-service and agent-assist capabilities to improve resolution, productivity, and member satisfaction. Monitors assisted-service performance, including service levels and member experience.
Executes member-data and insight capability on Dynamics 365 Customer Insights, establishing a unified single view of the member that powers segmentation, predictive insight, and personalized engagement. Ensures this profile is the trusted data foundation for CRM, the contact centre, and Marketing, and partners with Marketing to connect it to real-time journey orchestration.
Works cross-functionally across IT and stakeholders to develop and maintain a comprehensive CRM and member engagement platform roadmap that translates strategic direction into prioritized initiatives and outcomes. Ensures alignment of roadmaps and backlogs across multiple squads and teams, extending beyond individual product management to enterprise-level coordination. Accountable for the ongoing evolution, scalability, and effective utilization of the Microsoft Dynamics 365 platform, including CRM, Contact Center, and Customer Insights capabilities.
Ensures CRM priorities, backlogs, and delivery outcomes are aligned with business needs and informed by frontline insights. Provides direction across teams to ensure consistent prioritization and delivery toward enterprise value. Acts as an escalation point to resolve misalignment between business requirements and platform capabilities.
Provides leadership in the integration of CRM and member engagement capabilities across business units, systems, and channels to enable a unified and consistent member experience. Establishes and maintains governance frameworks to ensure CRM processes, member data, and workflows are aligned, standardized, and consistently applied across the organization. Ensures the integrity, quality, and effective use of CRM data to support a reliable enterprise member view and informed decision-making.
Provides leadership in the identification, prioritization, and development of new and enhanced capabilities across CRM, contact centre, and member insight platforms, ensuring these interconnected capabilities evolve cohesively to support both member experience and operational effectiveness. Evaluates emerging technologies and opportunities, including AI-enabled capabilities, to continuously evolve these platforms and their collective impact.
Builds and maintains strong relationships with leaders, frontline teams, and Centres of Expertise to ensure CRM and member engagement initiatives reflect business needs and deliver value. Maintains strong feedback loops with end users…