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.