Senior Manager - B2B CRM & Marketing Automation

Senior Manager Of B2B Crm & Marketing Automation

We are seeking a strategic, data-driven Senior Manager of B2B CRM & Marketing Automation to lead the evolution of our digital customer engagement, marketing automation, and lead management capabilities. This role will help architect the digital demand journey—connecting media, content, web experiences, lead capture, marketing automation, CRM, and sales activation into an integrated B2B growth engine.

The ideal candidate combines strategic thinking with strong operational expertise and understands how digital experiences work together to attract prospects, capture demand, nurture relationships, identify buying signals, and ultimately generate pipeline.

This leader will partner closely with Sales, Integrated Marketing, Digital, Creative, Analytics, Product Marketing, Technology, and external partners to develop scalable customer journeys that improve engagement, strengthen marketing-to-sales connectivity, and deliver measurable business impact. This is an opportunity for a builder—someone who can optimize today's programs while helping design the capabilities, processes, technology, and customer experiences required to support future B2B growth.

Key Responsibilities

• Participate in CRM Governance Council for planning and coordination across SEA lines of business. Ensure compliance with all guidelines and provide briefs and analysis for Council review.
• Own and evolve the B2B CRM and marketing automation strategy across the customer engagement journey.
• Develop scalable lifecycle and nurture strategies aligned to customer needs, buying stages, business priorities, and sales motions.
• Build segmentation, personalization, and next-best-action approaches that increase customer relevance and accelerate progression through the funnel.
• Identify gaps and opportunities across the customer journey and translate them into actionable programs, capabilities, and technology improvements.
• Develop strategies for lead capture, qualification, scoring, routing, nurture, recycling, re-engagement, and sales activation.
• Continuously explore new approaches to customer engagement, including emerging automation, AI, personalization, and journey orchestration capabilities.

• Own and continuously improve the digital pathways that move B2B prospects from awareness and engagement through lead capture, nurture, sales engagement, and conversion.
• Partner across Integrated Marketing, Digital, Creative, Media, Product Marketing, and Sales to develop connected experiences across websites, landing pages, digital advertising, content, email, events, and other customer touchpoints- translating campaign engagement into scalable nurture and conversion programs.
• Develop and optimize high-performing landing pages, lead-capture experiences, calls-to-action, forms, and conversion pathways that translate marketing engagement into identifiable demand.
• Use behavioral and conversion data to identify friction within the digital journey and recommend improvements to content, UX, personalization, navigation, conversion paths, and nurture experiences.
• Partner with creative and content teams to identify the assets needed to support customer progression, including digital advertising, solution content, thought leadership, case studies, gated and ungated content, and sales enablement experiences.
• Champion experimentation through A/B testing, personalization, dynamic content, progressive profiling, journey optimization, and emerging AI-enabled experiences.

• Partner with Sales and Sales Operations to strengthen marketing-to-sales handoffs and improve lead follow-up, acceptance, conversion, and pipeline velocity.
• Identify opportunities to improve lead quality and prioritize prospects based on fit, intent, engagement,…