Senior Product Manager - CRM

Lumin Digital is a trailblazer in digital banking solutions, empowering credit unions and banks with cutting-edge digital experiences. The Senior Product Manager, CRM will lead the vision, strategy, and execution of CRM capabilities, driving member engagement and growth through collaboration with engineering, design, and client-facing teams.

Responsibilities:

• Define and own the product strategy and multi-year roadmap for Lumin Digital’s CRM capabilities, ensuring alignment with client needs, competitive positioning, and company objectives
• Lead the end-to-end product lifecycle for CRM features - from market research and discovery through requirements definition, delivery, and post-launch optimization
• Develop a deep understanding of how financial institutions manage member relationships, including lifecycle marketing, segmentation, personalization, and cross-sell/upsell strategies
• Partner with engineering teams to architect CRM integrations with third-party platforms (e.g., Salesforce, HubSpot, MemberDev, Engageware) and internal data sources
• Define member journey frameworks and work cross-functionally with design and data teams to build targeted, personalized experiences within the Lumin platform
• Drive adoption of CRM features by collaborating closely with client success and account management teams to support onboarding, training, and ongoing feature utilization
• Establish and monitor KPIs and success metrics for CRM initiatives, leveraging product analytics to continuously improve and iterate
• Serve as a thought leader on CRM strategy within financial services - staying current on market trends, member engagement best practices, and the evolving CRM technology landscape
• Mentor and guide junior product managers and cross-functional contributors, fostering a culture of product excellence and continuous improvement
• Engage with the Lumin Digital community, contributing to organizational growth through honest, candid, and respectful feedback
• Lead rapid, disciplined experimentation in CRM, leveraging AI to accelerate prototyping and enhance segmentation and engagement capabilities through controlled pilots
• Perform other duties as assigned

Requirements:

• 6+ years of product management experience, with at least 3 years directly focused on CRM product development in a B2B SaaS, fintech, or financial services environment
• Proven track record of building, launching, and scaling CRM solutions — with the ability to speak to measurable impact: where the product started, gaps identified, and client or engagement growth achieved
• Deep familiarity with CRM platforms and ecosystems such as Salesforce, HubSpot, Microsoft Dynamics, or purpose-built financial services CRM tools
• Strong understanding of member/customer lifecycle management, segmentation strategies, campaign orchestration, and personalization at scale
• 2+ years of hands-on experience managing CRM integrations and APIs — comfortable getting into the technical weeds on data flows, integration architecture, and platform connectivity
• Demonstrated ability to translate ambiguous, complex business needs into clear product requirements and well-scoped delivery plans
• Strong data literacy - comfortable analyzing product metrics, building business cases, and making data-driven decisions
• Experience with Agile methodologies and tools (e.g., JIRA, Confluence)
• Exceptional communication and stakeholder management skills, with the ability to influence without authority across engineering, design, sales, and executive audiences
• BA/BS degree in a related field, or equivalent combination of education and professional experience
• Experience working with credit unions, community banks, or financial institutions in a product capacity
• Familiarity with digital banking platforms and the regulatory landscape governing member data and financial marketing (NCUA, CFPB, CAN-SPAM, TCPA)
• Experience with marketing automation, member communications platforms, or multi-channel engagement tools (email, push, SMS)
• Background in driving product-led growth strategies and building feedback loops between CRM, analytics, and product development
• Experience mentoring or managing product managers