CRM Business Analyst

Affin Bank Berhad; Kuala Lumpur; On-site; MYR 60,000 - 100,000; Full time

Job summary

Affin Bank Berhad is seeking an experienced CRM & Business Analyst to drive enhancements for Salesforce FSC and SFMC, improve data integration, and boost user adoption. You will collaborate with users and technical teams to ensure scalable, accurate solutions and maintain strong governance over data flows.

The role requires 3–5 years in CRM/BA with hands-on Salesforce experience, strong requirements gathering, and excellent stakeholder management.

Qualifications

• Bachelor's degree in IT, CS, BIS, or related field.
• 3–5 years in CRM, BA, digital transformation, or related areas.
• Hands-on Salesforce experience, preferably FSC and/or SFMC.
• Strong requirements gathering, process analysis, documentation, and stakeholder management.
• Knowledge of Salesforce integrations, data governance, data quality, and reporting.
• Familiarity with Agile delivery and CRM enhancement projects.
• Excellent analytical, communication, and presentation skills.
• Experience in banking/financial services is a plus.
• Salesforce certifications are preferred.
• Experience in user adoption, change management, and data-driven improvements would help.

Responsibilities

• CRM Enhancement & Optimization: collaborate with users and tech teams to implement FSC/SFMC enhancements that are scalable and user-friendly.
• Business Requirements & Process Analysis: gather, document, and translate business needs into use cases and process flows.
• Data Integration & Governance: oversee data integration, maintain data quality rules, ensure governance compliance.
• Project Documentation & Reporting: keep up-to-date documentation and create reports/dashboards for decisions.
• Collaboration & Communication: liaise with developers, project managers, and leaders to drive CRM initiatives.
• BAU Support: provide backup support for BAU CRM requests, access management, and issue resolution within SLAs.

Skills

Requirements gathering

Stakeholder management

Analytical thinking

Communication

Change management

Education

Bachelor's degree in Information Technology / Computer Science

Tools

Salesforce FSC

Salesforce SFMC

Data integration tools

Dashboards & reporting

Job description

Job Purpose

Responsible for driving enhancements for the Salesforce CRM platform, including Salesforce Financial Services Cloud (FSC) and Salesforce Marketing Cloud (SFMC), to improve overall user adoption and engagement. Responsible for driving enhancements for data integration between Salesforce and other enterprise systems, enabling consistent and reliable data flows that support business operations and decision‑making. Responsible for developing and executing strategies to increase user adoption of Salesforce CRM, including stakeholder engagement, communications, and continuous feedback loops. Responsible for providing backup support for business‑as‑usual (BAU) CRM requests, ensuring timely resolution and adherence to service level agreements (SLAs).

Job Accountabilities

• CRM Enhancement & Optimization

  Collaborate with users and technical teams to implement, test, and validate enhancements in FSC and SFMC. Ensure solutions meet business requirements and are scalable, maintainable, and user‑friendly.

• Business Requirements & Process Analysis

  Collaborate with cross‑functional teams and stakeholders to gather, analyze, and document business requirements for CRM‑related projects and enhancements. Conduct interviews, workshops, and surveys to understand user needs, pain points, and improvement opportunities. Translate requirements into clear documentation, including use cases, user stories, process flows, and business cases. Analyze existing business processes and workflows to identify inefficiencies and recommend optimised solutions aligned with organisational goals. Develop process models and documentation to illustrate current and future states.

• Data Integration & Governance

  Oversee and support data integration between Salesforce and other enterprise systems. Ensure data accuracy, consistency, and compliance with governance standards. Define and maintain data quality rules and monitor data integrity.

• Project Documentation & Reporting

  Maintain comprehensive and up‑to‑date documentation related to CRM projects, including requirements, process flows, configurations, and decisions. Ensure documentation supports traceability, knowledge transfer, and audit readiness. Create reports and dashboards to support business decisions and performance tracking.

• Collaboration & Communication

  Work closely with developers, designers, project managers, and business leaders to drive CRM initiatives. Communicate effectively with both technical and non‑technical stakeholders to ensure alignment. Participate in meetings, presentations, and workshops to share progress, insights, and recommendations.

• BAU Support

  Provide backup support for BAU CRM requests, including access management, configuration changes, and issue resolution. Ensure timely handling of requests within agreed SLAs and maintain continuity during resource gaps.

Job Requirements

• Bachelor's Degree in Information Technology, Computer Science, Business Information Systems, or a related field.
• Minimum 3–5 years of experience in CRM, Business Analysis, Digital Transformation, or related areas.
• Hands‑on experience with Salesforce CRM, preferably Salesforce Financial Services Cloud (FSC) and/or Salesforce Marketing Cloud (SFMC).
• Strong experience in requirements gathering, process analysis, documentation, and stakeholder management.
• Knowledge of Salesforce integrations, data governance, data quality, and reporting/dashboard development.
• Familiarity with Agile project delivery methodologies and CRM enhancement projects.
• Strong analytical, problem‑solving, communication, and presentation skills.
• Ability to work effectively with both technical and non‑technical stakeholders.
• Experience in banking or financial services industry is an added advantage.
• Salesforce certifications (Administrator, Business Analyst, FSC, or SFMC) are preferred.
• Experience in user adoption, change management, CRM training, and data‑driven process improvements would be an advantage.
• Proactive, detail‑oriented, and capable of managing multiple priorities while ensuring delivery within agreed timelines and SLAs.