CRM Lead

BRP; Montreal (administrative region); On-site; CAD 90,000 - 130,000; Full time

Benefits offered by this job

Annual bonus

Generous paid time off

Pension plan

Healthcare coverage

Discount on BRP products

Flexible schedule

Job summary

BRP is seeking a CRM Lead to drive the CRM strategy for Financial Services and lead end-to-end CRM projects focused on customer experience. You will own the vision, roadmap, and KPI framework, coordinating across dealership and sales teams to optimize engagement, conversion, and retention.

The role requires strong analytics, collaboration, and the ability to translate insights into innovative CRM programs within a large, multi-channel environment.

Qualifications

• Proven CRM strategy development for financial services or related sectors.
• Strong data-driven decision making and customer lifecycle design.
• Experience coordinating across partners, marketing, and product teams.

Responsibilities

• Lead CRM strategy for F&I, aligning with business goals and revenue targets.
• Own CRM vision, roadmap, and KPI framework; optimize engagement and retention.
• Manage end-to-end CRM deliveries across multiple channels and teams.
• Partner with internal and external stakeholders to ensure seamless integrations.

Skills

CRM strategy

Stakeholder management

Data analytics

Cross-functional

Bilingual ENG/FR

Education

Bachelor's degree in Marketing

Tools

Salesforce

Marketing Automation

Job description

We are looking for a CRM Lead to be a key player in the digital transformation. You will also lead end-to-end digital projects with a focus on customer experience.

You'll Have The Opportunity To

Strategy

Lead The Definition And Execution Of CRM Strategy For Financial Services, Acting As The Single Point Of Reference For CRM Within The Finance & Insurance (F&I) Domain

• Own and drive the CRM vision, strategy, and roadmap for Financial Services (F&I), aligned with business and revenue objectives
• Design best-in-class, data-driven customer experiences across the full lifecycle (segmentation, journeys, lifecycle programs, multi-channel orchestration)
• Act as the CRM subject matter expert for F&I, ensuring alignment across stakeholders, channels, and dealership/sales teams
• Define KPIs and performance frameworks; leverage insights to optimize engagement, conversion, and retention continuously
• Lead end-to-end CRM delivery, bridging business and technology, prioritizing initiatives, and maximizing impact
• Identify growth opportunities and continuously evolve CRM capabilities based on performance, trends, and market best practices

Execution & Delivery

Working alongside your team members and partners, you will map marketing automation processes that will support various teams by:

• Align brand, e-commerce, financial services, and CRM objectives into a cohesive, actionable strategy
• Develop business cases, recommendations, and execution plans to support decision-making
• Lead roadmap planning, prioritization, and delivery based on impact, feasibility, and dependencies
• Partner with internal teams and external financial partners (e.g., lending, insurance) to ensure seamless integration
• Oversee end-to-end CRM project execution, coordinating cross-functional teams and specialists
• Monitor performance, report on progress, and continuously optimize initiatives

YOU’LL THRIVE IN THIS ROLE IF YOU HAVE THE FOLLOWING SKILLS AND QUALITIES:

• Bachelor's degree in Marketing, Business, Commerce, or a related field, with 7+ years of experience in CRM, lifecycle marketing, customer engagement, or strategic planning.
• Proven experience developing and executing customer-centric CRM strategies that drive business growth and customer value.
• Experience managing external partners, vendors, or strategic business relationships, with the ability to influence outcomes and build strong collaborative partnerships.
• Strong analytical mindset with the ability to leverage customer, behavioral, and business data to identify opportunities and optimize customer journeys.
• Experience working in complex, cross-functional environments and navigating ambiguity to deliver results.
• Experience in automotive financing, consumer lending, F&I, or financial services is considered a strong asset.
• Candidates without direct financing experience must demonstrate a strong willingness and ability to quickly learn financial concepts, terminology, products, and industry dynamics.
• Bilingual in English and French (spoken and written).
• Highly proactive self-starter who takes initiative, challenges the status quo, and identifies opportunities for improvement.
• Strategic thinker with the ability to translate customer, partner, and business insights into innovative CRM programs and growth opportunities.
• Strong partner management with the ability to build credibility and foster productive relationships across internal and external teams.
• Bring forward recommendations supported by data and customer insights.
• Ability to quickly understand complex business models, products, and financial concepts.
• Excellent communication and presentation skills, with the ability to influence decision-making at various levels of the organization.
• Detail-oriented with a high degree of accuracy and accountability.
• Ability to prioritize initiatives and manage multiple projects simultaneously
• Proven ability to lead medium to large-scale initiatives through planning, execution, and optimization.

ACKNOWLEDGING THE POWER OF DIVERSITY

BRP is dedicated to nurturing a culture that invites, connects, and propels the ambitions of people of all backgrounds, profiles, beliefs and experiences. Ultimately, the diversity and uniqueness of our people fuel our ingenuity and set the course for the path ahead!

For this reason, we value diversity and we strive to always push each other forward to build an inclusive workplace where every employee feels like they belong, where they can grow and find meaning.

AT BRP, WHEN WE TALK ABOUT BENEFITS, WE GO ALL IN.

Let’s start with a strong foundation — You want it, we have it:

• Annual bonus based on the company’s financial results
• Generous paid time away
• Pension plan
• Collective saving opportunities
• Industry leading healthcare fully paid by BRP

What About Some Feel Good Perks

• Flexible work schedule
• A summer schedule that varies by department and location
• Holiday season shutdown
• Educational resources
• Discount on BRP products

WELCOME TO BRP

We’re a world leader in recreational vehicles and boats, creating innovative ways to move on snow, water, asphalt, dirt and even in the air. Headquartered in the Canadian town of Valcourt, Quebec, our company is rooted in a spirit of ingenuity and intense customer focus. Today, we operate manufacturing facilities in Canada, the United States, Mexico, Finland, Australia and Austria, with a workforce made up of close to 17,000 spirited people, all driven by the deeply held belief that at work, as with life itself, it’s not about the destination: It’s about the journey.