CRM Business Transformation Manager

The CRM Business Transformation Lead is the strategic business owner responsible for ensuring CRM capabilities are translated into consistent, scalable, and measurable business outcomes. This role leads cross-functional business process alignment, stakeholder engagement, operating model design, and operationalization of CRM-enabled ways of working across Commercial teams.

The CRM Business Transformation Lead is accountable for defining how business processes should evolve, aligning stakeholders around future-state operating expectations, identifying opportunities for CRM-enabled improvement, and ensuring enhancements are embedded into daily business routines. This role serves as the primary connector between business leadership, CRM Product, Innovation, Data & Analytics, Training & Enablement, and functional teams to ensure CRM transformation efforts are strategically aligned, operationally ready, and measurable.

Key Responsibilities

Strategic Business Transformation & Cross-Functional Alignment

• Serve as the strategic owner for CRM-enabled business transformation, ensuring CRM enhancements support enterprise priorities, commercial objectives, operational consistency, and measurable business value.
• Lead cross-functional stakeholder engagement across Commercial teams to align on business problems, process gaps, operational impacts, and future-state ways of working.
• Facilitate executive and functional alignment on CRM transformation priorities, ensuring business teams understand how CRM capabilities support broader revenue, customer, operational, and data quality objectives.
• Establish clear business ownership, decision rights, and operating expectations for CRM-enabled processes.
• Drive alignment across business stakeholders, CRM Product, Innovation, Data & Analytics, and Training & Enablement to ensure transformation initiatives are coordinated and outcome-focused.
• Serve as the escalation point when new scope, complex business process changes, or cross-functional impacts require formal discovery, business case development, leadership alignment, and operational planning.

Business Discovery, Process Design & Operating Model Development

• Lead discovery sessions, stakeholder workshops, and business process assessments to identify opportunities to improve existing CRM functionality or introduce new business processes into CRM.
• Define current-state and future-state business process flows, operating model impacts, role expectations, decision points, handoffs, and governance needs.
• Identify process improvement opportunities, automation opportunities, AI-enabled use cases, and standardization opportunities that improve efficiency, scalability, data quality, and business performance.
• Translate business needs into clear transformation objectives, business outcomes, process requirements, adoption impacts, and KPI expectations.
• Create business cases, impact assessments, success criteria, and operational readiness requirements for significant CRM enhancements or new business capabilities.
• Ensure process design supports long-term operational sustainability, leadership visibility, reporting needs, user adoption, and consistent execution across teams.

Operationalization of CRM Enhancements

• Own the business-side operationalization plan for CRM enhancements, ensuring new capabilities are embedded into day-to-day business processes rather than treated as standalone system changes.
• Define what must change operationally, including process steps, roles and responsibilities, governance routines, reporting expectations, standard operating procedures, escalation paths, and reinforcement mechanisms.
• Partner with CRM Product, Innovation Analysts, and business stakeholders to ensure approved enhancements move from concept to delivery with clear business context, readiness expectations, and success measures.
• Coordinate with the Training & Enablement Manager to ensure training, communications, job aids, office hours, and reinforcement plans reflect the intended future-state process and business behaviors.
• Support release planning, pilot readiness, stakeholder validation, and post-launch stabilization from a business transformation perspective.
• Drive post-implementation reviews to assess whether enhancements are being used as intended and whether business processes are producing the expected outcomes.

Governance, Prioritization & Business Case Development

• Establish and maintain governance routines to evaluate CRM enhancement opportunities based on business value, strategic alignment, operational impact, adoption readiness, and measurement potential.
• Lead business case development for significant CRM transformation initiatives, including business problem definition, expected benefits, stakeholder impacts, operational requirements, risk considerations, and success metrics.
• Partner with CRM Product and Innovation teams to ensure business priorities are reflected in roadmap discussions and delivery planning.
• Clarify when an enhancement is an incremental product improvement versus a larger transformation initiative requiring formal stakeholder alignment, operating model design, and business readiness planning.
• Maintain visibility into strategic enhancement opportunities informed by business feedback, adoption insights, operational performance, and leadership priorities.
• Ensure CRM transformation work is sequenced in a way that supports business capacity, user readiness, and sustainable adoption.

KPI Development, Measurement & Value Realization

• Define KPIs, adoption measures, process health indicators, and business outcome metrics for CRM transformation initiatives.
• Partner with CRM Data & Analytics to develop dashboards, scorecards, and reporting requirements that measure CRM adoption, process compliance, data quality, business outcomes, and value realization.
• Monitor post-launch outcomes to determine whether process changes and CRM enhancements are delivering the intended business impact.
• Analyze trends, adoption barriers, process breakdowns, and stakeholder feedback to identify opportunities for continuous improvement.
• Provide leadership-ready updates on transformation progress, operational readiness, risks, business outcomes, and recommended next actions.

Partnership with Innovation Analyst, Product & Enablement Teams

• Partner with Innovation Analysts to ensure approved CRM transformation initiatives are translated into actionable delivery requirements, initiative plans, testing needs, and implementation activities.
• Provide business context, process direction, stakeholder alignment, and success measures to support Innovation Analyst execution activities.
• Partner with CRM Product to ensure roadmap and enhancement decisions are informed by business priorities, process impacts, user adoption needs, and measurable outcomes.
• Partner with the Training & Enablement Manager to align learning, communications, reinforcement, coaching, and support activities to the intended business process changes.
• Ensure that significant user feedback, enhancement requests, or adoption barriers are assessed through a transformation lens before being advanced as product or training needs.

Required Experience

• 5+ years of experience in business transformation, CRM transformation, business process improvement, commercial operations, change management, business analysis, or related disciplines.
• Experience leading cross-functional stakeholder engagement and facilitating workshops with business leaders, operational teams, product teams, and enablement partners.
• Proven ability to document current-state and future-state processes, define operating model impacts, and translate business needs into transformation plans.
• Experience developing business cases, success criteria, KPI frameworks, operational readiness plans, and value realization measures.
• Experience leading business-side implementation, operationalization, or change adoption for technology-enabled business processes.
• Strong understanding of CRM-enabled business process transformation, preferably with Microsoft Dynamics 365 CRM.

Preferred Experience

• Experience supporting CRM capabilities for sales, customer service, account management, marketing, revenue management, or commercial operations.
• Familiarity with Microsoft Dynamics 365 CRM, especially Sales and Customer Service.
• Familiarity with change management methodologies such as Prosci or ADKAR.
• Experience working with Product, Data & Analytics, Training & Enablement, Innovation, IT, and business operations teams.
• Experience developing adoption scorecards, business process KPIs, operational dashboards, or leadership reporting.
• Project management, agile delivery, continuous improvement, or Lean Six Sigma experience preferred.

Key Competencies

• Strategic Business Transformation
• Cross-Functional Business Process Alignment
• Stakeholder Engagement & Facilitation
• Operating Model Design
• Business Case Development
• CRM Process Transformation
• Operational Readiness Planning
• KPI & Value Realization Frameworks
• Change Impact Assessment
• Executive Communication
• Decision Facilitation
• Continuous Improvement
• Adoption Strategy
• Business Process Governance
• Analytical Problem Solving

Success Measures

Success in this role will be measured by:

• CRM enhancements are aligned to strategic business priorities and operational needs.
• Cross-functional business processes are clearly defined, documented, and consistently adopted.
• New CRM capabilities are successfully operationalized into standard ways of working.
• Business stakeholders understand roles, responsibilities, process expectations, and success measures.
• CRM adoption, process compliance, data quality, and business outcomes improve over time.
• Transformation initiatives have clear business cases, KPIs, readiness plans, and post-launch value tracking.
• Enhancement requests are evaluated through a structured business value and operational impact lens.
• Leadership has visibility into transformation progress, barriers, risks, and value realization.
• CRM becomes embedded as part of routine commercial execution, customer engagement, and business management.

With more than 225 locations worldwide, Signature Aviation is the largest global network of private aviation terminals, delivering safe, convenient, and elevated experiences to those we serve. As a premier hospitality organization and a certified Great Place to Work™, we are committed to redefining private air travel. Our nearly 6,000-strong team of aviation experts and enthusiasts is dedicated to delivering excellence to our guests and communities, and it starts with taking care of our team. Signature provides a variety of benefits, programs, and resources to support our team members’ overall well-being and professional development. We proudly volunteer and give back, focusing on elevating the neighborhoods where we operate, empowering the next generation of aviation professionals, and supporting our veterans. 

From your health to your financial wellness, there are several benefits for you and your family when joining Signature Aviation.

     Our Benefits:

• Medical/prescription drug, dental, and vision Insurance
• Health Savings Account
• Flexible Spending Accounts
• Life Insurance
• Disability Insurance
• 401(k)
• Critical Illness, Hospital Indemnity and Accident Insurance
• Identity Theft and Legal Services
• Paid time off
• Paid Maternity Leave
• Tuition reimbursement 
• Training and Development
• Employee Assistance Program (EAP) & Perks