Sr. Manager, CRM Strategy Lead

Your opportunity

At Schwab, you’re empowered to make an impact on your career. Here, innovative thought meets creative problem solving, helping us “challenge the status quo” and transform the finance industry together.

We believe in the importance of in-office collaboration and fully intend for the selected candidate for this role to work on site in the specified location.

Workplace Service Sales & Field Enablement is a multi-faceted organization which supports frontline professionals and a variety of internal partners through Field Enablement, Field Communications, Workplace Service Knowledge Management, CRM Strategy, and Data Analytics. Within the broader org, the Workplace Service Sales & Field Enablement CRM Strategy and Analytics team is responsible for partnering across lines of businesses, product owners, and integration managers to drive a data-driven approach in how we support the field across Workplace Services, including Salesforce usage and strategic dashboards.

The Sr Manager will develop and support the execution of the overall strategy, planning, and implementation of Salesforce across the Workplace business. The role will require working cross-functionally with all levels within the Workplace Service enterprise and other Schwab organizations to coordinate and execute a thoughtful CRM strategy.

The Sr. Manager, CRM Strategy Lead is responsible for defining and driving the Salesforce vision, roadmap, and adoption strategy to accelerate growth in the Workplace Service business. Sitting within Field Enablement, this role ensures Salesforce is not just a system of a record, but a strategic growth platform that improves field productivity, strengthens client engagement, enhances pipeline visibility, and drives measurable business outcomes.

This leader partners closely with Sales and Relationship Management Leadership, product, operations, technology, and the field to translate business strategy into scalable CRM capabilities that support relationship managers, consultant, and distribution teams.

Vision & Strategy

• Define the multi-year Salesforce strategy aligned to retirement business growth goals
• Establish a clear roadmap that prioritizes capabilities supporting prospecting plan sponsor management, consultant coverage, cross-sell, and retention
• Ensures Salesforce enables disciplined sales execution, territory planning, segmentation, and pipeline management

Field-Centric Design & Optimization

• Serve as the voice of the field in CRM design decisions
• Translate sales processes and client journeys into streamlined Salesforce workflows
• Simplify user experience to minimize administrative burden while maximizing insight and productivity
• Align CRM enhancements to practice management standard and performance expectations

Field Adoption

• Develop and lead a structured adoption strategy in partnership with Change Management and L&D
• Define usage standards and success metrics for different field roles (e.g. relationship managers, wholesalers, leaders, etc.)
• Monitor adoption and identify gaps in behavior, data quality, and utilization
• Implement reinforcement mechanisms to ensure sustained usage and accountability

Growth & Analytics Enablement

• Partner with the data team to define dashboards and reporting that improve forecast accuracy, pipeline transparency, and territory insights
• Leverage Salesforce data to inform segmentation strategy, opportunity prioritization, and cross-sell opportunities
• Ensure CRM support visibility into new sales, retention, conversion, and consultant influence

Cross-functional Governance and Prioritization

• Create a clear governance process to define enhancements, including establishing feedback loops with the field that identify friction points and opportunity
• Chair or lead a Salesforce governance forum to prioritize enhancements and manage field impact
• Lead the partnership with IT and external vendors to translate business requirements into scalable technical solutions
• Lead iterative enhancements that improve efficiency, data integrity, and actionable insights

People Leader Responsibilities

• Lead and develop a high-performing communications and content team, including coaching team members, proactive partnership, resource planning and capacity management, and modeling change leadership
• Set clear performance expectations, goals, and development plans aligned to business outcomes
• Foster a culture of accountability, collaboration, and continuous improvement

What you have

Required Qualifications: 

• 8-10+ years of experience in CRM strategy, sales operations, field enablement, or business transformation
• Deep experience with Salesforce in a complex, field-facing organization
• Strong understanding of retirement distribution models (e.g. plan sponsors, consultants, advisors, recordkeepers, stock plan administrators, etc.)
• Experience leading cross-functional initiatives involving technology, sales, and operations
• Demonstrated success driving system adoption and behavior change
• Strong analytical skills with ability to translate data into business insight

In addition to the salary range, this role is also eligible for bonus or incentive opportunities.