Ensure data integrity, quality and standardization.
Configure, maintain and evolve processes, fields, workflows, validations and automations.
Monitor CRM usage by the sales team and guide best practices.
Create and enforce data governance policies.
Analyze commercial performance (pipeline, visits, conversion, productivity, account portfolio).
Identify bottlenecks and data-driven improvement opportunities.
Propose KPIs, targets and tracking indicators.
Build structured analyses to inform strategic decisions.
Support commercial heads with analyses, studies and insights.
Create and optimize prospecting, conversion and relationship strategies.
Conduct customer segmentation and prioritization studies.
Support definition of funnel stages, visit routes and service models.
Train sales teams on proper CRM use and defined processes.
Work in alignment with CRM and data ambassadors.
Support integrated campaigns between Marketing and CRM.
Build audiences, lists and automated triggers.
Monitor results and suggest continuous improvements.
Participate in AI initiatives applied to CRM (scoring, recommendations, intelligent automations).

Hands-on experience with CRM.
Knowledge of core commercial processes: prospecting, funnel, customer service and post-sales.
Advanced Excel (data cleaning, merging and dataset modeling).
Strong analytical skills and structured thinking.
Experience creating reports and dashboards (Power BI is a strong plus).
Knowledge of Power Platform (Power Automate, Power Apps).
Basic knowledge of SQL or data manipulation tools.
Knowledge of commercial automations and marketing automation.
Familiarity with AI topics applied to CRM (predictive scoring, intelligent segmentation, etc.).

CRM Specialist

Key skills