CRM Product Owner

PenAir Credit Union CRM Product Owner

Since 1936 PenAir Credit Union has been the catalyst where community, resources, and impact come together and produce a powerful force for good. We have a unique culture and we're passionate about it. Grown from the values we hold most dear, three guiding principles shape how we see the people we serve, the community around us, and our role within it. These guiding principles are Respect, Service, and Communerosity and they're woven throughout our culture.

PenAir is where people and community, resources and expertise align with your values to create real impact. Generational impact through strong financial education and support. We care about the things you care about. As the largest and oldest credit union in Pensacola, Florida, with more than $2.5 billion in assets, our purpose is to enhance the lives of those we serve in the Florida Panhandle, Southern Alabama, and Virginia.

The CRM Product Owner is responsible for the strategic direction, administration, and continuous improvement of PenAir's Customer Relationship Management (CRM) platform. This individual contributor role serves as the central point of coordination between business units, Information Technology (IT), and external partners, ensuring the CRM delivers measurable value, supports enterprise member experience goals, and enables scalable, data-informed growth. The CRM Product Owner will manage day-to-day CRM operations, interface with lines of business to gather and prioritize ongoing needs, and collaborate with IT to plan and phase system enhancements and integrations. While not a deeply technical role, the CRM Product Owner should be comfortable with technology and possess a general understanding of backend systems and data flows.

Major Duties and Responsibilities:

• CRM Strategy & Product Ownership
• Define and communicate the CRM vision and roadmap.
• Translate business goals into actionable product requirements and prioritize features for development.
• Align CRM capabilities with PenAir's strategic objectives and member experience goals.
• Stakeholder Engagement & Requirement Gathering
• Collaborate with departments such as the Front Line, Marketing, Lending, and Operations to gather requirements, feedback, and ensure the CRM supports cross-functional workflows and member-centric services.
• System Administration & Enhancement Planning
• Oversee CRM administration, including user access, configuration, and data integrity.
• Work closely with IT and Data Analytics to plan and phase system enhancements, integrations with credit union systems, and vendor coordination.
• Performance Monitoring & Continuous Improvement
• Monitor CRM performance using KPIs and member feedback. Identify opportunities for optimization and ensure the platform evolves to meet changing business and member needs.
• Performs other job-related duties as assigned.

Minimum Qualifications:

• Experience
• Three to five years in CRM product ownership, business systems analysis, or digital member experience-preferably within financial services or credit union environments. Experience managing cross-functional initiatives and working with IT teams on system enhancements.
• Education/Certifications/Licenses
• Bachelor's degree in Business, Marketing, Computer Science, or related field required. Certifications in Agile, Scrum, or CRM platforms (e.g., Creatio, Microsoft Dynamics, Salesforce, etc.) preferred.
• Interpersonal Skills
• A significant level of trust, credibility and diplomacy is required. In-depth dialogue, conversations and explanations with customers, direct and indirect reports and outside vendors can be of a sensitive and/or highly confidential nature. Communications may involve motivating, influencing, educating and/or advising others on matters of significance. Typically includes subject matter experts as well as first level to middle managers.
• Other Skills
• Strong communication and relationship-building skills across technical and non-technical teams.
• Ability to translate business needs into system requirements and foster collaboration between departments.
• Familiarity with CRM platforms and integrations (e.g., HubSpot, Creatio, Microsoft).
• Understanding of data management, analytics, and reporting tools (e.g., Power BI, Snowflake).
• Experience with Agile/Scrum methodologies and backlog management tools (e.g., Jira, Azure DevOps).

This Job Description is not a complete statement of all duties and responsibilities comprising the position.