Director, CRM & Salesforce Effectiveness (remote)

Date: Sep 2, 2021

Location: Radnor, PA, US

Company: Lincoln Financial

Alternate Locations: Work from Home (Excluding Colorado); Atlanta, GA (Georgia); Fort Wayne, IN (Indiana); Greensboro, NC (North Carolina); Omaha, NE (Nebraska); Radnor, PA (Pennsylvania)


Work Arrangement: Work from Home


Relocation assistance is not available for this opportunity.


Level: M3 


Requisition #: 66421


About The Company

Lincoln Financial Group, a Fortune 250 company with over 10,000 employees, provides advice and solutions that help empower Americans to take charge of their financial lives with confidence. Our core business areas — Life Insurance, Annuities, Retirement Plan Services and Group Protection — focus on supporting, preserving and enhancing over 17 million customer’s lifestyles and retirement outcomes.

Headquartered in Radnor, Pennsylvania, Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates. The company had $238 billion in assets under management as of December 31, 2018.

Ranked one of the Best Large Employers in America by Forbes magazine, Lincoln Financial Group makes a serious investment in our employees’ futures through a broad range of wealth accumulation and protection plans, health and wellness programs, and career development resources designed to help each individual reach their personal and professional goals.


Be Aware of Fraudulent Recruiting Activities


If you are interested in a career at Lincoln, we encourage you to review our current openings and apply on our website. Lincoln values the privacy and security of every applicant and urges all applicants to diligently protect their sensitive personal information from scams targeting job seekers. These scams can take many forms including fake employment applications, bogus interviews and falsified offer letters.


Lincoln will not ask applicants to provide their social security numbers, date of birth, bank account information or other sensitive information in job applications. Additionally, our recruiters do not communicate with applicants through free e-mail accounts (Gmail, Yahoo, Hotmail) or conduct interviews utilizing video chat rooms. We will never ask applicants to provide payment during the hiring process or extend an offer without conducting a phone, live video or in-person interview.  Please contact Lincoln's fraud team at if you encounter a recruiter or see a job opportunity that seems suspicious.




The Role

As The Director of Salesforce Customer Relationship Management and Marketing Cloud Center of Excellence, you will be responsible for strategic roadmap planning and development working closely with the leadership, stakeholders and user groups. You will lead, manage and coach a high performing Salesforce team. The ideal candidate will understand both Salesforce CRM and Marketing Cloud platforms and have worked in an Agile environment. You will be a strategic thought partner and collaborate with internal teams including Sales, Distribution, Marketing, IT, Data and Client Management. An understanding of data is required to execute on both the CRM and Marketing Cloud platforms.


  • Provides direction and leadership to assigned teams to ensure complex projects for their assigned area(s) meet quality, schedule, milestone, and budget commitments
  • Serves as Salesforce subject matter expert and educates internal/external stakeholders on best practices to drive cross functional alignment
  • Gathers and analyzes complex data to support the creation of multi-year roadmaps/plans that link strategy to tactics and foster growth and profitability while ensuring business plans are consistent with LFG's financial & business objectives
  • Defines outcomes, manages the product vision and roadmap, and measures value across releases
  • Partners with business stakeholders/executives to understand organizational priorities and ensure release outcomes align to organizational needs
  • Builds and maintains relationships with user groups for the identification of opportunities and the development of roadmaps
  • Promotes and prioritizes user group enhancements in the product backlog by finding common ground and gaining collaboration among management, colleagues and peers; influences outcomes and builds consensus without directing or commanding
  • Proposes complex technical solutions and directs the development of CRM features with a design thinking perspective
  • Identifies and directs educational opportunities for user groups relating to new features and updates to drive adoption and engagement
  • Develops internal voice of customer and a feedback mechanism from user groups to provide ongoing insights for future strategy
  • Develops and provides complex performance metrics and benchmarks to track and assess the effectiveness of programs/plans to management and/or appropriate key internal stakeholders
  • Leads Marketing Cloud integrations with CRM platform by assessing business needs and gathering data requirements
  • Assesses CRM and Marketing Cloud data needs in partnership with user groups, business units, and stakeholders
  • Oversees day-to-day Salesforce Marketing Cloud campaign planning, segmentation, campaign analytics, A/B tests and journey campaigns
  • Partners with the Salesforce Application Architecture, Administrators, and Management to establish technical roadmaps and make configuration and ecosystem software recommendations
  • Ensures alignment between Salesforce Agile Scrum team(s) and the business units to achieve desired strategic outcomes
  • Leads the LFG defined Agile Scrum process and acts as the authority for decisions made by the Scrum team
  • Guides the team in development and training while also conveying the strategy, populating the product backlog, and prioritizing work based on business value
  • Maintains in depth knowledge of Salesforce and related ecosystem application roadmaps, new features, and licensing structure
  • Provides training and development opportunities, including stretch assignments, for team members and gives honest and open feedback to aid in the development of talent
  • Directs and evaluates individual/team performance and takes appropriate action to meet and/or exceed performance standards 
  • Establishes and implements priorities, performance goals and objectives to ensure group results 
  • Directs and provides leadership to continually improve the capability and results for assigned area
  • Ensures that top talent is hired and retained
  • Builds organizational capability within assigned area(s)


  • 4 Year/Bachelor's degree or equivalent work experience (4 years of experience in lieu of Bachelor's)



  • 7+ Years of experience leading CRM strategy & technology, personalization, segmentation & digital marketing aligned to the specific responsibilities for this position, including 3+ years of managerial, supervisory, and/or demonstrated leadership experience
  • Deep understanding of both Salesforce CRM and Marketing Cloud platform a plus
  • Agile methodology working knowledge preferred
  • Prior Product Manager and/or Product Owner experience a plus



Work Arrangement:

Work from Home : Employees will work fully from home. Their job will not require the employee to come into the office, unless for special circumstances. 



This position may be subject to Lincoln’s Political Contribution Policy.  An offer of employment may be contingent upon disclosing to Lincoln the details of certain political contributions. Lincoln may decline to extend an offer or terminate employment for this role if it determines political contributions made could have an adverse impact on Lincoln’s current or future business interests, misrepresentations were made, or for failure to fully disclose applicable political contributions and or fundraising activities.


Any unsolicited resumes/candidate profiles submitted through our web site or to personal e-mail accounts of employees of Lincoln Financial Group are considered property of Lincoln Financial Group and are not subject to payment of agency fees.



Lincoln Financial Group (“LFG”) is an Equal Opportunity employer and, as such, is committed in policy and practice to recruit, hire, compensate, train and promote, in all job classifications, without regard to race, color, religion, sex (including pregnancy), age, national origin, disability, sexual orientation, gender identity and expression, veterans status, or genetic information.  Applicants are evaluated on the basis of job qualifications.  If you are a person with a disability that impedes your ability to express your interest for a position through our online application process, or require TTY/TDD assistance, contact us by calling 260-455-2558.




Nearest Major Market: Philadelphia

Job Segment: Manager, Bank, Banking, Marketing Communications, Cloud, Management, Finance, Marketing, Technology