The Role
The CRM Integration Manager is responsible for ensuring the integrity, performance, and strategic effectiveness of Savills Middle East's CRM ecosystem. This role owns CRM data quality, segmentation strategy, lifecycle communications, campaign governance, and system integrations, enabling intelligent lead nurturing, increased sales engagement, and the elimination of operational inefficiencies.
Operating in a highly hands-on capacity, the role will design and build automated workflows, manage CRM assets, resolve system issues, standardise templates, optimise funnel conversion, and deliver a structured, reliable communications calendar across EDM, WhatsApp, and SMS channels.
The role will also lead CRM analytics and reporting within HubSpot, developing executive dashboards, performance tracking frameworks, and a recurring reporting cadence to measure lifecycle progression, campaign effectiveness, and commercial impact, providing clear insights to senior stakeholders.
Key Responsibilities
- HubSpot System Ownership & Governance
- Act as the internal subject matter expert (SME) and system owner for all HubSpot marketing and CRM automation activities.
- Define, implement, and enforce HubSpot governance standards, including:
- Naming conventions
- Folder structures
- List taxonomy
- Campaign containers
- Asset and workflow linkage
- Own user access, roles, and permissions, ensuring clear accountability, reduced duplication, and operational efficiency.
- Maintain overall CRM hygiene and system integrity, including:
- Removal of redundancies (e.g., duplicate deal stages and properties)
- Standardisation of pipelines and lifecycle stages
- Ongoing data consistency and quality control
- Lead documentation of system architecture, governance rules, and best practices to ensure scalability and operational clarity.
- Lifecycle & Funnel Strategy
- Design, build, and continuously optimise end-to-end lifecycle journeys across all core audiences:
- Buyers
- Sellers
- Investors
- Landlords & tenants
- Own the CRM communications strategy, defining:
- What is sent
- When it is sent
- To whom
- Through which channel
- And for what commercial purpose (EDM, WhatsApp, SMS, webinars, call tasks, landing page follow-ups)
- Create, manage, and govern a monthly and quarterly CRM communications calendar, ensuring campaign alignment, cadence discipline, and message prioritisation.
- Develop advanced segmentation frameworks using available data sources including:
- Budget bands
- Nationality / country codes
- Community preferences
- Lifecycle stage
- Engagement behaviour
- Intent signals
- Drive commercial action and conversion, activating CRM-led journeys that generate:
- Viewings and bookings
- Broker calls and meetings
- Webinar attendance
- Valuation requests
- Listing appointments
- Define CRM performance KPIs and benchmarks (open rates, click-through rates, conversion rates, unsubscribe rates, WhatsApp/SMS response rates) and lead structured performance reviews on a weekly and monthly cadence.
- Campaign Execution in HubSpot
- Build, QA, and deploy all campaign assets within HubSpot, including:
- EDMs
- Forms
- Landing pages
- Workflows
- Lists
- Lead scoring models
- Campaign tracking frameworks
- Ensure all campaign assets are correctly linked, measurable, and attributable within HubSpot reporting structures.
- Create and maintain a centralised pre-approved asset library, including:
- Email, form, and landing page templates
- Best-practice examples
- Reusable modules and components
- Partner closely with Creative and Marketing teams to:
- Improve conversion performance
- Optimise UX and CRO best practices
- Maintain brand compliance
- Lead continuous A/B testing programmes (subject lines, send times, CTA copy, layouts, form lengths, preview text) and document performance learnings to drive ongoing conversion uplift.
- Data Health, Segmentation & Contact Governance
- Own and maintain contact data quality standards, including:
- Field mapping
- Mandatory properties
- Formatting rules
- Suppression logic
- Standardised categorisation frameworks
- Build and manage structured list taxonomies to ensure scalable segmentation, targeting accuracy, and reporting clarity.
- Govern email domain blocklist management, including ownership definitions, documentation, and compliance processes.
- Implement robust suppression and exclusion frameworks to prevent operational and commercial errors (e.g., exclusion of active deals from nurture journeys).
- Ensure reporting integrity by maintaining:
- Consistent lifecycle stage definitions
- Funnel rules
- Attribution logic
- Dashboard reliability
- Integrations, Automation & Troubleshooting
- Own the end-to-end management, troubleshooting, and optimisation of system integrations, including:
- HubSpot CRM tools
- Website and form tracking
- Lead sources
- WhatsApp & SMS platforms
- Webinar and event tools
- Lead and coordinate major integration projects, including:
- GoYzer HubSpot integration
- Define and maintain:
- Bidirectional sync rules
- Ownership logic
- Lifecycle stage mapping
- Build short-term automation and integration workflows using tools such as Zapier where required, ensuring:
- Full documentation
- Scalable design
- Clean handover to long-term systems
- Prepare CRM architecture and data structures for future Salesforce migration, including:
- Clean mapping
- Process documentation
- Minimal technical debt
- Own and continuously enhance CRM reporting dashboards, including:
- Lifecycle funnel dashboards
- Campaign performance dashboards
- Sales handoff and SLA tracking dashboards with a defined reporting cadence and stakeholder distribution framework.
Skills, Knowledge And Experience
- 25+ years experience in CRM management, lifecycle marketing, or marketing operations, with strong hands-on HubSpot experience strongly preferred.
- Demonstrated ability to design, build, and optimise lifecycle communications, including:
- Segmentation frameworks
- Automated workflows
- Nurture journeys
- Campaign and communications calendars
- Strong understanding of CRM systems, troubleshooting, and integration logic, with API familiarity considered an advantage (not essential).
- Highly developed data governance and hygiene mindset, including:
- Property structure
- Taxonomy design
- QA processes
- Data consistency and compliance
- Proven experience building and maintaining CRM reporting dashboards, with the ability to define, track, and interpret lifecycle and campaign KPIs, including:
- Open rate
- Click-through rate (CTR)
- Conversion rate
- CPL MQL movement
- Pipeline influence (where measurable)
- Experience designing and running structured A/B testing programmes to drive continuous improvement across CRM communications and funnel performance.
Nice to Have
- HubSpot certifications, including:
- Marketing Software
- Email Marketing
- Reporting & Analytics
- Experience within real estate, high-volume lead environments, or performance-driven sales organisations, particularly where:
- Lead routing
- High-intent enquiries
- Sales enablement are critical.
- Exposure to CRM migrations or large-scale system transitions, particularly HubSpot Salesforce or equivalent.
- Familiarity with WhatsApp and SMS platforms, webinar tools, and landing page builders.
- Experience working alongside creative and marketing agencies, implementing best-practice templates and optimisation frameworks.
- Working knowledge of Zapier (short-term automation), GoYzer (or similar lead routing / CRM tooling), and Salesforce architecture concepts, supporting long-term platform readiness.
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