Manager CRM

About this opportunity

The Manager, CRM is responsible for establishing and leading Cleveland Clinic Abu Dhabi's patient-facing Customer Relationship Management (CRM) program. The role owns the CRM strategy and the integrated technology and data ecosystem – core CRM platform, CPaaS messaging channels (SMS, WhatsApp, email and app notifications), tracking and reporting – and delivers segmented, measurable and compliant patient communications across the patient journey. Working closely with Marketing & Communications, IT, Information Security, Patient Experience, Patient Access and Legal & Compliance, the role ensures every patient interaction is relevant, consented, secure and aligned with CCAD's brand, Department of Health – Abu Dhabi (DoH) requirements and UAE regulations. ROLE INTERACTS DIRECTLY WITH: Internal stakeholders – Brand & Growth leadership, Marketing & Communications, IT / Digital, Information Security, Legal & Compliance, Institutes / Service Lines, Patient Access, Patient Experience, BI / Finance External – CRM, CPaaS and agency vendors TYPE OF INTERACTION CRM strategy and approvals, system integration, data protection and compliance, patient-journey design, performance reporting Implementation, SLA management and service negotiation PRIMARY JOB DUTIES AND RESPONSIBILITIES Develops and owns the patient CRM strategy and multi-year roadmap, aligned with CCAD's institutional, marketing and patient-experience priorities. Builds the business case, resource plan (people, technology, budget and vendors) and phased implementation plan for the CRM program; presents, communicates and defends the strategy with senior stakeholders and governance committees. Sets quantitative benchmarks and targets for the CRM program and reports performance against them to leadership. Leads the set-up of the CRM ecosystem – core CRM platform, CPaaS messaging channels (SMS, WhatsApp Business, email and app push notifications), tracking and attribution, and reporting tools – in partnership with IT, Digital and vendors. Defines business and data requirements, integration flows and data governance with source systems, including single patient view, data quality, and consent and preference management. Manages CRM, CPaaS and agency vendors, including requirements, SLAs, performance and contract negotiation, in line with CCAD procurement processes. Designs audience segmentation and lifecycle journeys across the patient journey (e.g. acquisition, onboarding, pre- and post-visit, preventive and screening, service-line and loyalty programs). Plans, orchestrates and optimises automated and campaign-based communications across channels, including contact strategy, frequency capping, personalisation and A/B testing. Works with content and service-line teams to ensure messaging is clinically accurate, patient-appropriate, bilingual (English/Arabic) where required and consistent with CCAD's brand. Establishes the CRM measurement framework, dashboards and reporting (reach, deliverability, engagement, conversion, volume and revenue impact, opt-outs and patient feedback), and uses test-and-learn insight to continuously improve performance. Ensures all CRM activity complies with UAE regulations and DoH requirements – including data-protection and health-data laws, TDRA requirements for commercial messaging, WhatsApp Business policies, DoH healthcare advertising requirements and the Abu Dhabi Healthcare Information and Cyber Security Standard (ADHICS) – and with CCAD policies. Establishes CRM governance, including consent (opt-in/opt-out) processes, approval workflows, data-access controls, messaging standards and incident escalation. Leads, coaches and develops CRM team members and vendor resources, and builds CRM capability across the Marketing & Communications team. Performs other duties as assigned. ROLE LEVEL ACCOUNTABILITIES Present effectively Align with compliance framework Lead, coach, and develop team members and manage team performance Review and monitor service level agreements with internal & external partners Manage and be accountable for the CRM program budget to achieve goals Contribute to knowledge and workplace information systems Establish recordkeeping framework Produce a range of complex reports and business documents Contribute to organization and national development of Healthcare Establish and maintain strategic local and international networks Implement and use IT systems, software and telecommunication devices effectively Use business equipment effectively Maintain own technical currency Use negotiation and conflict-management skills to effectively resolve issues Apply reflective practice, thinking and analysis Adheres to CCAD's standards as they appear in the Code of Conduct and Conflict of Interest policies In view of the evolving needs and opportunities within CCAD, this position may be required to perform other duties as assigned and reporting relationships may vary. KEY OUTPUT / RESULTS FROM THE ROLE (KPI'S) 1- KEY PERFORMANCE INDICATOR CRM program set-up and consented reach MEASURE Roadmap milestones delivered on time and within budget (core CRM, CPaaS channels, tracking and reporting live); number and % of active patients with valid contact data and documented channel consent TARGET [Milestone dates per approved roadmap] [Consented-reach baseline in first 90 days; annual target to be set] 2- KEY PERFORMANCE INDICATOR Engagement and business impact MEASURE Delivery, open/read, click and opt-out rates by channel; appointments, bookings or service-line volumes attributed to CRM; return on CRM investment TARGET [Channel benchmarks and annual impact targets to be agreed with service lines after baseline] 3-KEY PERFORMANCE INDICATOR Compliance and stakeholder management MEASURE 100% of communications sent with documented consent; data/privacy incidents and audit findings (incl. ADHICS); internal stakeholder satisfaction TARGET 100% consented sends; zero reportable incidents; 85% stakeholder satisfaction Education Bachelor's degree in Marketing, Business Administration, Information Systems, Data Analytics or a related field. Certification in a recognised CRM or marketing-automation platform (e.g. Salesforce, Microsoft Dynamics 365, Adobe, Braze) or in data privacy (e.g. CIPP) is highly desirable. Experience Minimum of 6 years of progressive experience in CRM, lifecycle marketing and direct (multi-channel) campaign management, including leading programs, agencies and vendors. Demonstrated experience setting up or scaling a CRM program, including integrating a core CRM platform with messaging channels (SMS, WhatsApp, email, app notifications), tracking and reporting systems; experience taking a CRM implementation from vendor selection to go-live is highly desirable. Demonstrated hands-on experience in audience segmentation, campaign analytics and performance reporting against quantitative targets. Experience in healthcare or a healthcare-related sector (e.g. hospital/provider, health insurance, pharmaceutical or health-tech) at some point in career, and experience within the UAE/GCC commercial and regulatory environment; patient-engagement experience with a UAE healthcare provider is highly desirable. Job Specific Skills and Abilities Strong working knowledge of patient/consumer messaging across SMS, WhatsApp Business, email and app push notifications, including deliverability, message templates, sender registration and opt-in/opt-out management. Sound understanding of CRM/CDP, CPaaS, marketing-automation and analytics/BI tools, and of data-integration concepts (APIs, data mapping, identity resolution); experience integrating with EMR or patient-portal systems is an advantage. Working knowledge of UAE regulations relevant to patient communications and data, including Federal Decree-Law No. 45 of 2021 on the Protection of Personal Data, Federal Law No. 2 of 2019 on the Use of ICT in Health Fields, TDRA commercial-messaging requirements and DoH Abu Dhabi standards. Working knowledge of the Abu Dhabi Healthcare Information and Cyber Security Standard (ADHICS) v2 is an advantage. Fluency in healthcare terminology and patient-journey concepts, with sensitivity to patient privacy and appropriate tone. Strong strategic-planning, orchestration and project-management skills; able to build a business case, map required resources and deliver against quantitative benchmarks. Excellent communication, presentation and stakeholder-management skills; able to communicate and defend a strategy with senior leaders. Strong analytical skills and data-driven decision-making. Self-starter, able to build a new function and work with minimal supervision in a demanding environment. Proficient in Microsoft Office (Word, Excel, PowerPoint) and dashboarding/reporting tools. Ability to speak and write in English is required; Arabic is an advantage.