CRM Product Owner

Role Overview

The CRM Product Owner will be responsible for driving the vision, roadmap, delivery, adoption, and continuous improvement of Microsoft Dynamics 365 Group CRM capabilities across Sales, Marketing, and related business processes.

The role will act as a key bridge between business stakeholders, CRM data teams, functional teams, and technology delivery teams to ensure CRM solutions deliver measurable business value, strong user adoption, and high-quality client data.

Key Roles and Responsibilities

• Collaborate with business stakeholders to define a clear product vision aligned with strategic business objectives and CRM transformation priorities.
• Secure stakeholder alignment for key decisions, priorities, and delivery strategies while providing clear functional direction to development teams.
• Define and maintain the product roadmap, outlining the vision, priorities, dependencies, and delivery direction over time.
• Partner with business stakeholders to facilitate workshops, discovery sessions, and requirement discussions, translating business needs into practical Dynamics 365 CRM solutions.
• Advise stakeholders on potential business solutions using Microsoft Dynamics 365 CRM capabilities, with a focus on scalable, user-friendly, and value-driven outcomes.
• Prepare functional requirement documents, test case documents, and supporting delivery artefacts for new projects, enhancements, and change requests.
• Manage and continuously enhance both the Microsoft Dynamics CRM Sales and Marketing modules, ensuring configuration, processes, and user journeys are aligned with business priorities and adoption objectives.
• Drive the harmonisation and rationalisation of Group CRM across Sales and Marketing by consolidating processes, tables, fields, user journeys, and configuration principles into a more consistent, scalable, and standardised CRM operating model.
• Support CRM data cleansing and data quality improvement activities by liaising with the CRM Data Team, business stakeholders, and relevant contributors to ensure accurate, complete, and reliable client and sales information.
• Own functional testing, user acceptance testing coordination, and documentation of results for projects, enhancements, change requests, and BAU activities.
• Create and refine Product Backlog Items in Azure DevOps, translating business requirements into clear user stories in close collaboration with the development team.
• Liaise with development teams to monitor delivery progress, manage dependencies, and ensure roadmap commitments are delivered on time.
• Lead regular governance and functional review sessions with business and functional managers to assess module performance, review process effectiveness, and validate readiness before implementation.
• Contribute to application stability and continuous improvement by reviewing product progress, gathering user feedback at each iteration, and adapting the product backlog accordingly.
• Conduct user training sessions to strengthen user confidence, improve adoption, and ensure consistent adherence to CRM best practices.
• Prepare training materials, user guides, and communication artefacts to support onboarding, adoption, and effective use of CRM functionality.

Required Experience and Capabilities

• Minimum 5 years of hands-on experience with Microsoft Dynamics CRM, preferably across Sales, Marketing, and Customer Service modules.
• Strong understanding of out-of-the-box Sales capabilities, including Lead to Opportunity, Products, Price Lists, Quotes and Orders, Sales Literature, and Product Catalog.
• Experience creating Dynamics CRM views, dashboards, and reports to support operational visibility and business decision-making.
• Experience with LinkedIn Sales Navigator integration and related CRM sales productivity capabilities.
• Experience with Sales Accelerator, Copilot for Sales, and other CRM productivity features that improve user adoption and commercial efficiency.
• Experience enabling and adopting AI capabilities within Dynamics 365 CRM, including Copilot-assisted record summarization, lead and opportunity insights, meeting preparation, recent record changes, and guided sales productivity features.
• Understanding of AI-driven marketing capabilities in Dynamics 365 Customer Insights - Journeys, including natural language journey creation, audience segmentation, AI-assisted email creation, content refinement, image recommendations, and campaign engagement optimization.
• Ability to identify practical AI use cases within CRM that improve user productivity, data quality, customer engagement, and sales effectiveness while respecting data governance, security, and responsible AI principles.
• Experience with lead generation, lead scoring, campaign-related processes, and marketing engagement capabilities within CRM.
• Hands-on experience with CRM Marketing capabilities, including customer journeys, segments, email templates, campaign orchestration, event communications, marketing forms, consent management, and campaign performance tracking.
• Good understanding of the Dynamics CRM security model, including roles, teams, access management, and governance considerations.
• Experience with Sales goal management, performance tracking, and CRM-based KPI monitoring.
• Strong communication, stakeholder engagement, and training skills, with the ability to drive CRM adoption across diverse user groups.
• Experience using data analytics, dashboards, and reporting to monitor CRM performance, data quality, and business outcomes.