Senior Product Manager - CRM

Basic Function The Senior Product Manager, CRM at Lumin Digital is responsible for leading the vision, strategy, and execution of CRM capabilities that help financial institutions build deeper, more personalized relationships with their members. This is a senior role requiring both strategic depth and hands-on execution – owning the full product lifecycle from discovery through delivery and iteration. You will partner with engineering, design, data, and client-facing teams to build CRM solutions that drive member engagement, loyalty, and growth for credit unions and banks across the country. Essential Functions and Responsibilities: Define and own the product strategy and multi-year roadmap for Lumin Digital’s CRM capabilities, ensuring alignment with client needs, competitive positioning, and company objectives. Lead the end-to-end product lifecycle for CRM features – from market research and discovery through requirements definition, delivery, and post-launch optimization. Develop a deep understanding of how financial institutions manage member relationships, including lifecycle marketing, segmentation, personalization, and cross-sell/upsell strategies. Partner with engineering teams to architect CRM integrations with third-party platforms (e.g., Salesforce, HubSpot, MemberDev, Engageware) and internal data sources. Define member journey frameworks and work cross-functionally with design and data teams to build targeted, personalized experiences within the Lumin platform. Drive adoption of CRM features by collaborating closely with client success and account management teams to support onboarding, training, and ongoing feature utilization. Establish and monitor KPIs and success metrics for CRM initiatives, leveraging product analytics to continuously improve and iterate. Serve as a thought leader on CRM strategy within financial services – staying current on market trends, member engagement best practices, and the evolving CRM technology landscape. Mentor and guide junior product managers and cross-functional contributors, fostering a culture of product excellence and continuous improvement. Engage with the Lumin Digital community, contributing to organizational growth through honest, candid, and respectful feedback. Lead rapid, disciplined experimentation in CRM, leveraging AI to accelerate prototyping and enhance segmentation and engagement capabilities through controlled pilots. Perform other duties as assigned. 30 / 90 / 365 Success Milestones 30 days :  Gain a thorough understanding of Lumin Digital’s product portfolio, existing CRM capabilities, and key client stakeholders. Build relationships with cross-functional teams across engineering, design, data, and client services. 90 days :  Take ownership of key CRM product initiatives, leading roadmap prioritization and driving delivery of high-impact member engagement features. Begin shaping the longer-term CRM product strategy. 1 year :  Deliver a differentiated CRM product suite that demonstrates measurable improvements in member engagement, client retention, and platform stickiness. Establish Lumin Digital’s CRM capabilities as a competitive differentiator and contribute meaningfully to company growth. Requirements 6+ years of product management experience, with at least 3 years directly focused on CRM product development in a B2B SaaS, fintech, or financial services environment.  Proven track record of building, launching, and scaling CRM solutions — with the ability to speak to measurable impact: where the product started, gaps identified, and client or engagement growth achieved.  Deep familiarity with CRM platforms and ecosystems such as Salesforce, HubSpot, Microsoft Dynamics, or purpose-built financial services CRM tools. Strong understanding of member/customer lifecycle management, segmentation strategies, campaign orchestration, and personalization at scale. 2+ years of hands-on experience managing CRM integrations and APIs — comfortable getting into the technical weeds on data flows, integration architecture, and platform connectivity.  Demonstrated ability to translate ambiguous, complex business needs into clear product requirements and well-scoped delivery plans. Strong data literacy – comfortable analyzing product metrics, building business cases, and making data-driven decisions. Experience with Agile methodologies and tools (e.g., JIRA, Confluence). Exceptional communication and stakeholder management skills, with the ability to influence without authority across engineering, design, sales, and executive audiences. BA/BS degree in a related field, or equivalent combination of education and professional experience. Preferred Qualifications Experience working with credit unions, community banks, or financial institutions in a product capacity. Familiarity with digital banking platforms and the regulatory landscape governing member data and financial marketing (NCUA, CFPB, CAN-SPAM, TCPA). Experience with marketing automation, member communications platforms, or multi-channel engagement tools (email, push, SMS). Background in driving product-led growth strategies and building feedback loops between CRM, analytics, and product development. Experience mentoring or managing product managers.