Director, CRM & Lead Optimization

POSITION TITLE:  Originations, Director Velocify CRM & Lead Optimization

 

Position Summary:

 

The Director of Velocify CRM & Lead Optimization will develop lead generation strategies for the originations group, efficiently managing incoming leads, assigning them to appropriate sales representatives, and tracking their progress through the sales funnel within the CRM platform (Velocify). This role will oversee our lead nurturing processes, manage the lead scoring system, and be the lead collaborator of the marketing with sales teams. In addition, they will perform an audit of the current lead management structure and protocols for the origination sales group and create a strategy to increase the efficiency of the system functions, improve the lead routing to ensure that leads route quickly to the sales individual most likely to convert.

 

Key Job Responsibilities:

 

CRM System Administration:

• Manage the CRM platform (Velocify) for the originations sales team, ensuring data accuracy, optimizing workflows, and configuring system settings to meet business needs. 
• Manage the set-up and offboarding of loan officers from the platform. 
• Lead data clean-up initiatives to improve the overall function of the platform. 
• Work closely with the internal IT group to oversee integration between CRM platform and Loan Origination System, Point of Sale systems and other miscellaneous third-party partnerships such as email and telephony that integrate with the CRM platform. 

Originations Lead Management:

• Efficiently managing incoming leads, assigning them to appropriate loan officers, and tracking their progress through the sales funnel within the Velocify platform. 
• Providing training to sales and marketing teams on effective CRM usage and best practices. 

 

Sales Process Optimization:

• Implementing strategies to streamline the sales process based on data insights gained from Velocify, including customizing workflows and automation rules.

Data Analysis:

• Analyzing lead data to identify patterns, trends, and insights to inform marketing and sales strategies. 
• Apply data trends to develop lead routing and lead conversion optimization strategies.

Sales and Marketing Alignment:

• Lead Collaboration with sales and marketing teams to ensure seamless communication and coordinated customer interactions throughout the sales cycle. 
• Implement the required CRM infrastructure to support targeted customer engagement campaigns across various channels based on customer data segmentation. 

Reporting and Metrics:

• Monitoring key performance indicators (KPIs) related to conversion rates, sales performance and marketing campaign optimization to measure strategy effectiveness. 

Required Skills:

• CRM Platform Expertise:

Highly proficient and strong technical knowledge of the Velocify CRM platform and associated platforms including LOS systems, Email automation and third-party dialing partners.  

• Data Analysis Skills:

Ability to interpret large datasets, generate reports, and extract actionable insights. Expertise in using Microsoft Access & Excel to compile and analyze data sets for sales and marketing. 

• Communication and Collaboration:

Excellent communication skills to work effectively with cross-functional teams. 

• Strategic Thinking:

Capability to develop and implement comprehensive CRM strategies aligned with business goals. 

• Project Management Skills:

Ability to plan, execute, and monitor CRM initiatives. 

 

Qualifications:

• Education/Experience: Bachelor’s degree in Marketing, Business Administration, Finance or a related field; 
• Minimum of 7 years’ experience in CRM lead management within the mortgage industry. 
• Minimum of 10-15 years of mortgage industry experience 
• Skilled and experienced at presenting lead solutions and managing lead management changes to drive financial outcomes
• Proven high level of accuracy and attention to detail
• Experienced and comfortable liaising between sales and marketing and other areas of the organization as needed.
• Sound interpersonal relationship building and conflict resolution skills
• Effective organization and project management skills with the ability to multi-task and adjust to changing deadlines
• Strong