Senior Executive - CRM (Technology)

CRM Tech Senior Executive / Assistant Manager

Function

CRM

Grade / Level

Senior Executive / Assistant Manager

Reports To

Manager /Functional Head – CRM

Location

Mumbai

Experience

3 – 6 years

Role Overview

The CRM Tech – Senior Executive / Assistant Manager will support the CRM function on day-to-day technology coordination, working closely with the internal IT team and external vendors. The role involves executing and supporting Salesforce enhancements, assisting with AI/automation pilots, and providing hands-on support for customer-facing digital channels such as WhatsApp and the Customer App. This is an execution and coordination-focused role, working under the guidance of CRM/IT leadership.

Key Responsibilities

Salesforce & CRM Platform Support

• Log, track, and coordinate CRM enhancement requests and issue tickets with the IT team and Salesforce implementation partner.
• Assist in preparing functional requirements/user stories based on inputs from CRM business users.
• Support UAT cycles – test case preparation, execution, and bug tracking for new releases and change requests.
• Perform routine data checks, basic report/dashboard configuration, and user access requests within Salesforce.

AI & Automation Support

• Assist in documenting use cases for AI/automation initiatives within CRM and collections workflows.
• Coordinate with IT and vendors during pilot testing of automation/AI tools, and track progress against timelines.
• Compile data and inputs required for AI/RPA use-case evaluation and business case preparation.

Digital Customer Touchpoints

• Provide day-to-day support for the WhatsApp Business platform – template approvals, issue logging, and coordination with the vendor/BSP.
• Support testing and rollout of new features on the Customer App, and act as first point of contact for user-reported issues.
• Maintain trackers for open items, enhancement requests, and vendor SLAs across digital channels.

IT Coordination & Documentation

• Act as the coordination point between CRM business users and IT/vendor teams for ongoing projects.
• Draft Business Requirement Documents (BRDs) capturing business needs, process flows, and functional specifications for CRM/IT initiatives.
• Raise, track, and follow up on Change Requests (CRs) with IT and vendors, ensuring proper approvals, prioritization, and closure.
• Attend project/sprint calls, take notes, and follow up on action items.
• Maintain up-to-date documentation – process flows, requirement notes, UAT logs, and status trackers.
• Prepare periodic status updates/MIS for CRM leadership on ongoing tech initiatives.

Requirements

• Bachelor's degree in Engineering/Computer Science/IT or related field.
• 3–6 years of experience in CRM operations, IT coordination, or business analyst roles; prior exposure to Salesforce (as a user, admin, or coordinator) preferred.
• Basic understanding of CRM/ERP systems, ticketing tools, and UAT processes.
• Hands-on experience drafting BRDs and raising/tracking Change Requests (CRs) with IT and vendors.
• Working knowledge of SAP (or exposure to SAP-CRM/finance modules) is preferred, given integration with CRM workflows.
• Exposure to WhatsApp Business API or mobile app support/testing is an added advantage.
• Familiarity with AI/automation concepts (chatbots, RPA) is a plus, though not mandatory.
• Real estate or allied industry experience is desirable but not essential.
• Good communication, documentation, and follow-up skills; comfortable coordinating across multiple stakeholders.