CRM Business Analyst

**Create the future with Affin! ​​You too can make a difference.** ================================================================== _We continuously innovate to transform our financial services landscape - making banking better and easier. Join us at AFFIN, where the open minds meet and be inspired by a shared commitment to great work. You too can make a difference._ **JOB PURPOSE** * Responsible for driving enhancements for the Salesforce CRM platform, including Salesforce Financial Services Cloud (FSC) and Salesforce Marketing Cloud (SFMC), to improve overall user adoption and engagement. * Responsible for driving enhancements for data integration between Salesforce and other enterprise systems, enabling consistent and reliable data flows that support business operations and decision-making. * Responsible for developing and executing strategies to increase user adoption of Salesforce CRM, including stakeholder engagement, communications, and continuous feedback loops. * Responsible for providing backup support for business-as-usual (BAU) CRM requests, ensuring timely resolution and adherence to service level agreements (SLAs). **JOB ACCOUNTABILITIES** **CRM Enhancement & Optimization** * Collaborate with users and technical teams to implement, test, and validate enhancements in FSC and SFMC. * Ensure solutions meet business requirements and are scalable, maintainable, and user-friendly. **Business Requirements & Process Analysis** * Collaborate with cross-functional teams and stakeholders to gather, analyse, and document business requirements for CRM-related projects and enhancements. * Conduct interviews, workshops, and surveys to understand user needs, pain points, and improvement opportunities. * Translate requirements into clear documentation, including use cases, user stories, process flows, and business cases. * Analyze existing business processes and workflows to identify inefficiencies and recommend optimised solutions aligned with organisational goals. * Develop process models and documentation to illustrate current and future states. **Data Integration & Governance** * Oversee and support data integration between Salesforce and other enterprise systems. * Ensure data accuracy, consistency, and compliance with governance standards. * Define and maintain data quality rules and monitor data integrity. **Project Documentation & Reporting** * Maintain comprehensive and up-to-date documentation related to CRM projects, including requirements, process flows, configurations, and decisions. * Ensure documentation supports traceability, knowledge transfer, and audit readiness. * Create reports and dashboards to support business decisions and performance tracking. **Collaboration & Communication** * Work closely with developers, designers, project managers, and business leaders to drive CRM initiatives. * Communicate effectively with both technical and non-technical stakeholders to ensure alignment. * Participate in meetings, presentations, and workshops to share progress, insights, and recommendations. **BAU Support** * Provide backup support for BAU CRM requests, including access management, configuration changes, and issue resolution. * Ensure timely handling of requests within agreed SLAs and maintain continuity during resource gaps. JOB REQUIREMENTS ---------------- * Bachelor's Degree in Information Technology, Computer Science, Business Information Systems, or a related field. * Minimum 3–5 years of experience in CRM, Business Analysis, Digital Transformation, or related areas. * Hands-on experience with Salesforce CRM, preferably Salesforce Financial Services Cloud (FSC) and/or Salesforce Marketing Cloud (SFMC). * Strong experience in requirements gathering, process analysis, documentation, and stakeholder management. * Knowledge of Salesforce integrations, data governance, data quality, and reporting/dashboard development. * Familiarity with Agile project delivery methodologies and CRM enhancement projects. * Strong analytical, problem-solving, communication, and presentation skills. * Ability to work effectively with both technical and non-technical stakeholders. * Experience in banking or financial services industry is an added advantage. * Salesforce certifications (Administrator, Business Analyst, FSC, or SFMC) are preferred. * Experience in user adoption, change management, CRM training, and data-driven process improvements would be an advantage. * Proactive, detail-oriented, and capable of managing multiple priorities while ensuring delivery within agreed timelines and SLAs.