CRM Administrator

Job Description

Job Description

About the Role:

The CRM Administrator plays a vital role in the success of the University's student lifecycle by overseeing the ongoing administration, optimization, training, and support of the institution's Customer Relationship Management (CRM) system, Element 451. This position serves as a key liaison across departments, assuring that admissions, registration, communications, housing, athletics, and other campus units are effectively supported through CRM-driven processes.

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

CRM System Development & Oversight

• Serve as the institution's lead administrator for Element 451, overseeing system configuration, user roles and permissions, data structure, and platform governance.
• Lead the continuous improvement and optimization of the University's CRM platform to support recruitment, admissions, and student engagement.
• Design and maintain application forms, landing pages, and inquiry capture points, ensuring alignment with BCU branding and admissions requirements.
• Develop workflows, automations, and event-triggered communication flows that enhance the user and student experience.
• Drive improvements in application processing and daily operations by evaluating new features, testing enhancements, and supporting technology initiatives that increase efficiency.
• Ensure the CRM integrates smoothly with other platforms, including the Student Information System, National Student Clearinghouse feeds, and other third-party data sources.
• Serve as the primary point of contact with the Element 451 support team, managing tickets, platform updates, and new feature rollouts.

Data Management, Importing, and Reporting

• Oversee data and record management for prospective students.
• Manage data import/export processes, ensuring accuracy and consistency.
• Maintain data integrity through regular, comprehensive audits, deduplication, and data clean-up initiatives to enhance data quality and reliability.
• Build and maintain dashboards and reports that provide Admissions and University leadership with actionable insight into inquiry, application, and enrollment funnel performance.
• Support enrollment reporting cycles, board reporting, and ad hoc data requests from University leadership.
• Monitor CRM-related compliance with FERPA and other applicable data privacy standards.

Training & User Support

• Provide ongoing training and onboarding for new CRM users across departments.
• Develop user guides, FAQs, and documentation for internal stakeholders.
• Document CRM workflows, data definitions, and standard operating procedures to support institutional knowledge continuity.
• Serve as the primary helpdesk contact for CRM-related questions and troubleshooting.
• Coordinate and support CRM efforts across departments.

AI Agent Management

• Oversee the deployment and monitoring of the University's AI Agent tool.
• Update conversation flows, monitor performance, and report metrics.
• Train departments on how to engage with and benefit from AI-enhanced support services.
• Expand and maintain the AI knowledge base.

Operational & Administrative Support

• Assist with new hire training and departmental orientation processes.
• Support transcript intake, processing, and routing to appropriate evaluators.
• Monitor and manage shared departmental email inboxes to ensure timely response and triage.
• Contribute to continuous process improvement initiatives in enrollment and student services.

QUALIFICATION REQUIREMENTS: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.

EDUCATION/EXPERIENCE:

• Bachelor of Arts or Sciences degree. Master's degree preferred.
• 3+ years of experience with CRM systems, preferably Element 451 or a comparable higher education CRM. Knowledge of SQL is also preferred.
• Skills that are analytical and detail-oriented.
• Knowledge and understanding of data processing systems.
• Excellent written and verbal communication skills.