CRM Functional Lead - Microsoft Dynamics; Sales, Marketing & Case Management

Role Overview

Partner with business stakeholders (Sales, Marketing) to elicit, document, and validate business requirements, user stories, and acceptance criteria. Translate business needs into functional designs and process flows for Dynamics 365 (Sales, Marketing, Customer Service/Case Management) and related integrations.

• Facilitate grooming and prioritisation sessions with Product Owners, Business SMEs, and Development/Integration teams.
• Create and maintain functional specifications, process maps, screen mockups, and configuration guides.
• Support configuration and low-code customisation (forms, views, business rules, workflows, Power Automate flows, security roles) with Development and Admin teams; validate that configuration meets requirements.
• Define and execute test plans, test cases, and user acceptance testing (UAT); log and track defects and retests.
• Assist with deployment activities and release validation across environments (Dev, Test, UAT, Prod).
• Develop user training materials, quick reference guides, and run training sessions or demos for end users and administrators in collaboration with business and change partners.
• Act as the liaison between business stakeholders and cross‑functional technology teams to ensure timely delivery and issue resolution.
• Monitor and track requirements, change requests, and programme status; communicate progress and risks to stakeholders.
• Participate in data migration, data quality validation, and deduplication efforts as needed.
• Work effectively across distributed teams and time zones; be flexible with meeting times to accommodate stakeholders.

• Practical experience working in CRM functional or business analyst roles, preferably with Microsoft Dynamics 365 / Power Platform.
• Hands‑on knowledge across Sales, Marketing, and Case/Service (Customer Service) processes and how they map into CRM systems.
• Proven ability to elicit, document, and manage business requirements, user stories, and acceptance criteria.
• Experience creating process flows, functional specifications, test plans/cases, and user documentation.
• Familiarity with Dynamics 365 components such as forms, views, business rules, security roles, solution management, and Power Platform tools (Power Automate, Power Apps, CDS/Dataverse).
• Strong collaboration skills and excellent written and verbal communication abilities.
• Ability to manage multiple priorities in a fast‑paced environment and work across time zones with flexibility.
• Strong attention to detail and a practical, delivery‑focused mindset.

• Experience with professional services firms in the insurance or consulting industry.
• Experience integrating Dynamics with marketing automation and digital web platforms.
• Familiarity with Agile delivery practices (Scrum, Kanban), backlog grooming, and Azure Dev Ops.
• Experience with AI tooling and methodologies applied to sales and marketing problems, including prototyping or pilot execution.
• Experience with data migration tools (Scribe, Kingsway Soft, SSIS) and data quality techniques.
• Microsoft Certified:
  Dynamics 365 Fundamentals or related functional certifications.

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