CRM Functional Lead

Job Purpose
The CRM Functional Lead will act as the key bridge between business stakeholders and
technical teams to ensure CRM solutions are designed, documented, and implemented in line
with banking objectives. This role requires in-depth knowledge of CRM platforms, business
process mapping, and end-to-end functional delivery across multiple business lines including
Retail, Corporate, and Islamic Banking.

Key Tasks and Duties
 Requirement Analysis & Functional Design:
 Analyze complex business requirements and translate them into clear, actionable
functional specifications.
 Guide the preparation of detailed Business Requirement Documents (BRDs) and
functional documentation.
 Stakeholder Engagement & Alignment:
 Collaborate with stakeholders across Retail, Corporate, Islamic Banking, IT, and
Operations to align CRM functionalities with strategic objectives.
 Serve as the single point of contact for coordinating between business users, Business
Analysts (BAs), and SI technical teams.
 CRM Configuration Oversight:
 Oversee CRM configuration and ensure alignment with documented functional and
business needs.
 Support Business Analysts in reimagining and redesigning business processes to suit
CRM capabilities and banking standards.

 Governance & Methodology:
 Establish and enforce best practices, analysis standards, and documentation
methodologies.
 Maintain consistency and quality in all functional deliverables and ensure compliance
with internal governance policies.
 Implementation Support:
 Troubleshoot and resolve functional issues during CRM deployment.
 Work closely with the technical team to ensure correct interpretation and delivery of
functional requirements.
 Change Management & Process Integration:
 Oversee and guide the implementation of new or changed business processes within the
CRM.
 Ensure seamless integration of CRM changes into day-to-day bank operations.

Qualification
 Bachelor’s degree in Business Administration, Information Systems, or a related field.
 MBA or certification in Business Analysis (CBAP, PMI-PBA) is preferred.