CRM Program Manager

If you are passionate about turning member insights into positive outcomes, join us as a CRM Program Manager and help deepen loyalty, support sustainable growth, and make a lasting impact on our members’ financial journeys.

The CRM Program Manager is responsible for leading First Commonwealth’s CRM program and serving as the business owner of the CRM platform. This role drives member growth, engagement, and retention by designing targeted engagement programs, enabling frontline execution, and ensuring adoption across the organization.

The CRM Program Manager ensures the CRM platform is effectively configured, governed, and utilized to support data-driven decision making and consistent, relationship-based member interactions.

Who we are:

At First Commonwealth, we’re more than a credit union—we’re a financial partner built on purpose. We help our members, businesses, and communities thrive through personalized solutions, trusted guidance, and innovative digital tools that make banking simpler, more efficient, and meaningful.

Every day, we bring new ideas to life, create space for collaboration, and foster a culture where efficiency and innovation lead the way. Here, you’ll join a team of problem solvers, builders, and changemakers who believe in making a tangible difference—whether it’s helping a member buy their first home, empowering a small business to grow, or giving back through community partnerships.

Our mission is to empower the pursuit of financial happiness, and our vision is to become the most beloved financial partner in our communities. We live by our values of Honesty, Innovation, Generosity, Humility, Excellence, and Respect—and they guide everything we do, from how we serve our members to how we support one another.

At First Commonwealth, innovation is encouraged, authenticity is celebrated, and growth is full of possibility. Whether you’re building new skills, shaping ideas, or advancing your career, you’ll find the support and opportunity to make it happen.

We celebrate individuality and inclusion. Our members come from all walks of life, and so do our employees. First Commonwealth is proud to be an equal opportunity employer. All qualified candidates will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, disability, age, veteran status, or any other characteristic protected by law.

What you will do:

• Design and manage CRM-driven engagement programs across onboarding, engagement, cross-sell, retention, and win-back. Define audiences, messaging frameworks, triggers, and expected outcomes.
• Partner with Member Experience teams to execute CRM campaigns, ensuring campaigns are actionable, clearly defined, and aligned to member needs and business priorities.
• Serve as the business owner of the CRM platform, responsible for system configuration, enhancements, prioritization, and overall effectiveness.
• Manage the CRM product roadmap, including new capabilities, enhancements, and integrations in alignment with business and strategic priorities.
• Establish and maintain CRM governance, including data standards, workflows, user roles, and best practices to ensure consistent and effective use across the organization.
• Drive adoption of CRM across the organization by defining expectations, training users, and embedding CRM into daily workflows and member interactions.
• Translate CRM insights and campaign strategies into clear, executable actions for frontline teams, enabling consistent, relationship-driven member interactions.
• Develop and refine member segmentation strategies based on behavior, life stage, and financial needs to improve targeting and engagement effectiveness.
• Partner with Business Intelligence to analyze member data and generate actionable insights that inform campaigns, product strategies, and experience improvements.
• Monitor and evaluate CRM program and system performance, identifying opportunities to improve engagement, usability, and outcomes.
• Collaborate with Technology teams to support system integrations, data flows, and platform enhancements while maintaining clear ownership of business requirements and priorities.
• Ensure data integrity within the CRM platform by establishing and maintaining standards for data entry, usage, and management.
• Define and track key performance indicators including engagement rates, campaign effectiveness, product per member, retention metrics, and CRM adoption metrics.
• Support the Mission and Purpose of the credit union. Demonstrate the Values, Member Experience Model and Employee Experience Model. Please refer to the employee handbook for details.
• Satisfactorily complete all required BSA and Compliance training and ensure adherence to all applicable regulations.
• Assist in training employees on CRM usage and best practices and perform other duties as directed.

To succeed in this role, you will have:

• Bachelor’s degree in Marketing, Business, MIS, or a related field
• 3–5 years of experience in CRM, system ownership, product management, or data driven marketing roles 
• Proficiency utilizing CRM platforms and Microsoft Office tools along with the ability to train and support staff in CRM usage and best practices
• Knowledge of CRM platforms, system administration concepts, and product ownership practices 
• Knowledge of data governance, data quality management, and system workflows 
• Knowledge of financial services products, member lifecycle dynamics, member segmentation, targeting, and engagement strategies 
• Knowledge of data analysis, reporting tools, and performance measurement 
• Ability to manage and prioritize a system roadmap and translate business needs into technical requirements 
• Strong analytical and problem solving skills 
• Ability to drive adoption of systems, tools, processes across the organization while managing cross functional initiatives and influencing without direct authority 
• Strong communication skills with the ability to convey complex concepts clearly 

Preference will be given to those who have: 

• Experience in a financial services institution
• Experience serving as a system or platform owner and driving CRM adoption across an organization
• Familiarity with digital marketing and marketing automation platforms
• Experience working with data visualization or business intelligence tools
• Experience with Jack Henry Synapsys