Director, Dynamics CRM & Member Engagement

First West Credit Union; City of Langley; On-site; CAD 150,000 - 210,000; Full time

Job summary

Tru Cooperative Bank invites a Director, Dynamics CRM & Member Engagement to lead the strategy, roadmap, and evolution of the member engagement platform built on Microsoft Dynamics 365 CRM, Contact Center, and Customer Insights. This role unifies these capabilities into an enterprise platform delivering data-driven, personalized experiences across all channels.

You will extend CRM product management into program leadership, aligning business priorities with platform capabilities and driving

Qualifications

• Bachelor’s degree IT, Computer Science, or related discipline required.
• 8+ years in digital product, CRM, and platform leadership roles, preferably in financial services.
• Experience in omnichannel environments and with Dynamics platforms.
• Ability to translate vision into actionable plans and roadmaps.
• Strong leadership and stakeholder management skills.
• Experience leading AI-enabled digital transformation initiatives.

Responsibilities

• Provides leadership across CRM, contact centre, and member insights teams.
• Executes enterprise CRM strategy, translating strategic direction into roadmap delivery.
• Leads unified voice and digital engagement across channels with AI-enabled routing.
• Develops unified member data profiles to power real-time journeys.
• Maintains enterprise CRM roadmap with cross-functional alignment.
• Ensures governance, data integrity, and measured outcomes.
• Drives adoption and realization of value across the organization.
• Leads integration of AI and emerging technologies into platforms.
• Communicates strategy and changes to senior leadership.
• Oversees program delivery in complex, regulated environment.

Skills

CRM leadership

Omnichannel

Strategic thinking

Stakeholder management

AI-enabled transformation

Education

Bachelor's degree IT/CS or related

Tools

Microsoft Dynamics 365

Dynamics 365 Contact Center

Customer Insights

Job description

Job Description

We are currently seeking a Director, Dynamics CRM & Member Engagement to join our team. The Director, CRM & Member Engagement is responsible for executing strategy, roadmap, and ongoing evolution of Tru Cooperative Bank’s member engagement platform, consisting of Microsoft Dynamics 365 CRM, Dynamics 365 Contact Center (enterprise assisted-service channel), and Dynamics 365 Customer Insights (member-data and insight foundation). This role integrates these connected capabilities as a unified, enterprise platform to enable consistent, data-driven, and personalized member experiences across all channels. Building on existing CRM product management and delivery functions, the Director expands the focus from team-level execution to program leadership by aligning business priorities, frontline insights, and platform capabilities into a unified vision and multi-year roadmap. The role translates business objectives and member insights into scalable CRM plans, assisted-service capabilities, and lifecycle engagement frameworks, while leading teams to ensure aligned priorities, delivery, and outcomes. The Director is accountable for expanding platform capabilities and ensuring they are effectively adopted, governed, and optimized to deliver measurable results.

Here’s what would be included as a part of your typical day

• Team Leadership: Provides leadership across CRM, contact centre, and member insights-related teams and resources, including coaching, development, and performance management. Establishes clear direction, priorities, and expectations aligned to enterprise objectives, fostering a high-performing, collaborative environment focused on member outcomes, innovation, and continuous improvement. Ensures work is executed in accordance with organizational policies, standards, and priorities.
• CRM Strategy & Vision: Executes and operationalizes the enterprise CRM strategy, translating strategic direction, into roadmap delivery and business outcomes. Leads the implementation and evolution of CRM as a technology capability that supports member acquisition, engagement, retention, and service delivery. Develops and executes lifecycle-driven engagement programs and ensures CRM delivers coordinated, data-informed experiences across channels, journeys, and touchpoints. Identifies opportunities to enhance CRM capabilities and drives delivery of new features and functionality that improve how members interact with Tru Cooperative Bank. Integrates AI-enabled capabilities and strategies into the CRM platform, ensuring AI is leveraged to enhance personalization, engagement, operational effectiveness, and member experience outcomes.
• Contact Centre & Assisted Service: Executes the strategy, implementation, and enhancement of Dynamics 365 Contact Center as the enterprise assisted-service channel. Leads the build-out of unified voice and digital engagement across channels with AI-enabled routing, and advances self-service and agent-assist capabilities to improve resolution, productivity, and member satisfaction. Monitors assisted-service performance, including service levels and member experience.
• Customer Insights & Member Data: Executes member-data and insight capability on Dynamics 365 Customer Insights, establishing a unified single view of the member that powers segmentation, predictive insight, and personalized engagement. Ensures this profile is the trusted data foundation for CRM, the contact centre, and Marketing, and partners with Marketing to connect it to real-time journey orchestration.
• Roadmap & Platform Management: Works cross-functionally across IT and stakeholders to develop and maintain a comprehensive CRM and member engagement platform roadmap that translates strategic direction into prioritized initiatives and outcomes. Ensures alignment of roadmaps and backlogs across multiple squads and teams, extending beyond individual product management to enterprise-level coordination. Accountable for the ongoing evolution, scalability, and effective utilization of the Microsoft Dynamics 365 platform, including CRM, Contact Center, and Customer Insights capabilities.
• CRM Platform & Business Alignment: Ensures CRM priorities, backlogs, and delivery outcomes are aligned with business needs and informed by frontline insights. Provides direction across teams to ensure consistent prioritization and delivery toward enterprise value. Acts as an escalation point to resolve misalignment between business requirements and platform capabilities.
• Enterprise Alignment & Governance: Provides leadership in the integration of CRM and member engagement capabilities across business units, systems, and channels to enable a unified and consistent member experience. Establishes and maintains governance frameworks to ensure CRM processes, member data, and workflows are aligned, standardized, and consistently applied across the organization. Ensures the integrity, quality, and effective use of CRM data to support a reliable enterprise member view and informed decision-making.
• Capability Development & Expansion: Provides leadership in the identification, prioritization, and development of new and enhanced capabilities across CRM, contact centre, and member insight platforms, ensuring these interconnected capabilities evolve cohesively to support both member experience and operational effectiveness. Evaluates emerging technologies and opportunities, including AI-enabled capabilities, to continuously evolve these platforms and their collective impact.
• Stakeholder Engagement & Adoption: Builds and maintains strong relationships with leaders, frontline teams, and Centres of Expertise to ensure CRM and member engagement initiatives reflect business needs and deliver value. Maintains strong feedback loops with end users and promotes adoption and effective use of platform capabilities across the organization. Provides clear communication on strategy, roadmap, and changes to ensure alignment and engagement.
• Value Realization & Performance: Ensures CRM and member engagement initiatives deliver measurable outcomes, including improvements to member engagement, retention, and long-term value. Establishes and governs the performance and measurement framework, including key performance indicators, usage metrics, and reporting, to support informed decision-making and continuous optimization.

Required Skills, Experience & Qualifications

• Bachelor’s Degree IT, Computer Science, or related discipline required
• 8+ years of progressive experience in digital product, CRM, and platform leadership roles required, with experience in financial services or fintech and with Microsoft Dynamics preferred.
• Experience working in an omnichannel environment, including integration across digital, branch, and contact centre channels, required.
• Experience with CRM platforms, digital contact centre, customer insights tools, digital analytics, and user research techniques.
• Demonstrated ability to think strategically and translate vision into actionable plans, with a focus on innovation and continuous improvement.
• Strong leadership, relationship building, and influencing skills, with the ability to align diverse stakeholders around execution to a common strategy and vision.
• Deep understanding of industry trends, member needs, and CRM capabilities, with the ability to identify opportunities and manage risks.
• Ability to communicate effectively with senior leaders and translate complex concepts into clear, actionable insights.
• Demonstrated ability to lead AI-enabled digital transformation initiatives, integrating emerging technologies into business processes and customer/member experiences to drive adoption, efficiency, and measurable outcomes.
• Strong communication and presentation skills, with the ability to engage and influence at all levels of the organization.
• Strong understanding of project management, software development and IT delivery and experience leading product or platform delivery in complex environments.
• Displays an understanding of risk and risk ownership by being able to demonstrate adherence to policies and procedures.

Travel

• Overnight travel may be occasionally required, up to 6 times per year.