CRM Lead, Financial Services

BRP; Montreal (administrative region); Hybrid; CAD 110,000 - 150,000; Full time

Benefits offered by this job

Annual bonus

Generous paid time away

Pension plan

Collective saving opportunities

Healthcare fully paid by BRP

Flexible work schedule

Educational resources

Discount on BRP products

Job summary

BRP is seeking a CRM Lead for Financial Services to drive the CRM strategy and end-to-end delivery across the F&I domain. You will own the CRM vision, align across dealers, financing teams, and product teams, and define KPIs to optimize engagement and retention.

You will lead together with cross-functional partners in a hybrid or remote setup, shaping customer experiences across lifecycle and multi-channel programs at BRP in Canada. Bilingual English/French required with 7+ years in CRM.

Qualifications

• Bachelor's degree in Marketing (or related field) with 7+ years in CRM and strategic planning.
• Experience in Financial CRM (F&I), including automotive financing and CRM/loan system integrations.
• Ability to leverage data to drive strategy and optimize customer journeys across the finance ecosystem.
• Bilingual in English and French (spoken and written).
• Ability to work cross-functionally with dealers, financing teams, and product teams.
• Strong communication and problem-solving skills; detail-oriented and accurate.

Responsibilities

• Lead CRM strategy for Financial Services and map end-to-end CRM delivery.
• Coordinate cross-functional teams including dealers, financing, and product.
• Define KPIs and track performance to optimize engagement, conversion, and retention.
• Develop data-driven customer experiences across lifecycle (segmentation, journeys, lifecycle programs, multi-channel orchestration).
• Identify growth opportunities and evolve CRM capabilities based on performance and market trends.

Skills

CRM strategy

Financial CRM

Data-driven strategy

Customer journeys

Cross-functional collaboration

Communication skills

Education

Bachelor's degree in Marketing

Job description

We are looking for a CRM Lead, Financial Services to be a key player in the digital transformation and to lead end-to-end digital projects with a focus on customer experience. Best of all, you'll come to experience world-class BRP products and the ultimate ride in its many forms, as part of the world's most exciting powersports family.

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 and 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 and Delivery

• Working alongside your team members and partners, you will map marketing automation processes that will support various teams by:
• Aligning brand, e-commerce, financial services, and CRM objectives into a cohesive, actionable strategy.
• Developing business cases, recommendations, and execution plans to support decision-making.
• Leading roadmap planning, prioritization, and delivery based on impact, feasibility, and dependencies.
• Partnering with internal teams and external financial partners (e.g., lending, insurance) to ensure seamless integration.
• Overseeing end-to-end CRM project execution, coordinating cross-functional teams and specialists.
• Monitoring performance, reporting on progress, and continuously optimizing initiatives.

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

• A bachelor's degree in Marketing (or a related field) with 7+ years in CRM and strategic planning.
• Experience in Financial CRM (F&I), including automotive financing, consumer lending, and CRM/loan system integrations.
• Strong ability to leverage data and tools to drive strategy and optimize customer journeys across the finance ecosystem.
• Solid understanding of financial segmentation (credit profiles, readiness) and multi-channel marketing automation.
• Deep knowledge of e-commerce trends and CRM use cases in financing and insurance.
• Bilingual in English and French (spoken and written).
• Eager to engage and innovate.
• The ability to work cross-functionally with dealers, financing teams, and product teams.
• Good communication skills.
• Great problem-solving skills and creativity.
• Detail-oriented with a critical degree of accuracy.
• The ability to prioritize work and carry out multiple tasks simultaneously while adhering to deadlines.
• The ability to lead medium-scale projects.

This job can be in either Montreal or Sherbrooke. Hybrid or remote options are available.

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

Lets 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.