Sales Operations and CRM Manager

About This Role

The Sales Operations and CRM manager is responsible for the overall strategy, implementation, governance, and performance of the company’s CRM systems. This role ensures that all sales inquiries, leads, and client interactions are accurately captured, maintained, and reported, enabling data-driven decision-making and high-performing sales operations. The position also acts as the project owner for the end-to-end implementation of a new Salesforce CRM system for Riviera Residences Phase 2, ensuring full alignment with business processes and commercial objectives.

Key Responsibilities

1. CRM Strategy & Governance

• Own and continuously improve the CRM strategy to support sales, marketing, and customer engagement objectives.
• Fully audit, clean, and restructure the existing CRM database, ensuring data accuracy, consistency, and completeness.
• Establish clear CRM governance, data standards, workflows, and user rules to be followed across the sales organization.

2. CRM Operations & Data Integrity

• Ensure that all inbound inquiries (from all channels) are logged, categorized, and updated in the CRM on a daily basis.
• Enforce disciplined CRM usage by the sales team, ensuring:

• Timely updates of lead and opportunity statuses.
• Proper scheduling and logging of meetings, calls, and follow-ups.
• Accurate attachment of all relevant documents, correspondence, and client information in the system.

• Monitor CRM hygiene and proactively address gaps, inconsistencies, or non-compliance.

3. Reporting & Analytics

• Design and implement an automated reporting system delivering weekly reports for CEO, including but not limited to:

• General commercial performance report.
• Sales funnel and pipeline report.
• Leads and inquiry source performance report.

• Ensure reports are accurate, standardized, automated, and delivered on schedule to senior management.
• Develop dashboards and KPIs that provide real-time visibility into sales performance, conversion rates, and bottlenecks.

4. Salesforce Implementation

• Act as Project Manager and Business Owner for the full implementation of a new Salesforce CRM system.
• Lead the CRM implementation from scratch, including:

• Business requirements gathering and process mapping.
• System architecture and configuration design.
• Alignment of Salesforce functionality with company-specific sales and approval processes.
• User roles, permissions, workflows, automations, and integrations.

• Coordinate with internal stakeholders, external consultants, and Salesforce partners to ensure timely and successful delivery.
• Oversee data migration, system testing, user acceptance testing (UAT), and go-live activities.
• Ensure the system is scalable and future-proof for additional projects and phases.

5. Training & Change Management

• Develop and deliver CRM training programs for sales and commercial teams.
• Act as the main CRM subject-matter expert, providing ongoing support and guidance to users.
• Drive adoption of CRM best practices and continuous improvement culture.

6 . Managing Sales Administration Department

• Supervise sales admin department, make sure smooth operations and efficiency.
• Tracking all activities by each team member in sales admin department, including issuing receipts, register SPAs, payment plan tracking and proper update in CRM.
• Ensure uninterrupted processes for booking units, signing documents, registration and all updates in CRM.

Requirements

Required Qualifications

• Bachelor’s degree in Business Administration, Information Systems, Marketing, or a related field.
• Minimum 7–10 years of experience in CRM management, sales operations, or commercial analytics, preferably within real estate development.
• Proven hands-on experience with Salesforce CRM implementation and administration.
• Strong understanding of sales funnels, lead management, and reporting frameworks.
• Fluency in English (written and spoken).

Preferred Qualifications

• Salesforce certifications (Administrator, Sales Cloud Consultant, or similar).
• Experience working with luxury or premium real estate projects.
• Experience managing multi-project or multi-phase CRM environments.