CRM & Automation Specialist (Real Estate)

About the Role
The CRM & Automation Specialist manages the marketing use of the company’s CRM and automation platforms across its corporate brand, projects, and products. Reporting to the Digital Marketing Manager, this role builds connected customer journeys that capture enquiries accurately, support timely follow-up, nurture interest, and improve progression towards sales.

This position combines hands-on platform configuration, audience segmentation, campaign execution, data management, and reporting. It ensures that lead sources, customer interactions, communication preferences, and sales stages are recorded consistently, providing Marketing and Sales with reliable information to act upon. The specialist will work closely with Sales, Marketing, Content, Events, and Technology to translate agreed processes into effective workflows and automated communications, monitoring performance, resolving operational issues, and identifying opportunities for improving engagement, conversion, and team efficiency.

Key Responsibilities

1. CRM Configuration & Marketing Operations

   • Manage day-to-day marketing configuration and operation of CRM and automation platforms.
   • Translate approved requirements into fields, lists, segments, workflows, scoring models, and reporting views.
   • Maintain consistent definitions for lead sources, campaign names, customer categories, and lifecycle stages.
   • Coordinate configuration changes with Sales and Technology to avoid disruption to shared processes.
   • Document workflows, dependencies, platform settings, and change history.
   • Support users with practical guidance and escalate technical issues to the appropriate owners.

2. Lead Capture, Routing & Sales Handover

   • Configure and test lead capture from websites, landing pages, advertising platforms, events, and other approved sources.
   • Implement agreed routing and assignment rules based on project interest, market, language, or other business criteria.
   • Ensure campaign identifiers and source information are carried into CRM records.
   • Monitor failed submissions, duplicate enquiries, unassigned leads, and integration errors.
   • Work with Sales to implement agreed qualification stages, follow-up reminders, response alerts, and escalation rules.
   • Identify gaps in lead handling and recommend process improvements to the Digital Marketing Manager.
   • Maintain visibility of lead progression and reasons for disqualification or loss as recorded by Sales.

3. Customer Journeys & Marketing Automation

   • Build nurturing journeys for new enquiries, project interest, product education, appointment preparation, and re-engagement.
   • Configure triggers, timing, branching, exclusions, and exit conditions according to customer behaviour and sales stage.
   • Develop relevant journeys for project launches, broker engagement, investor communications, and cross-project interest.
   • Prevent overlapping or inappropriate communications through suppression rules and contact frequency controls.
   • Ensure journeys respond to changes in project availability, campaign priorities, and customer status.
   • Test complete workflows before activation and review them regularly after launch.
   • Explore practical automation opportunities that reduce repetitive work and improve customer responsiveness.

4. Email, Messaging & Campaign Execution

   • Build and deploy approved email and messaging campaigns using the company’s selected platforms.
   • Work with Content and Creative on copy, templates, personalisation, imagery, and calls to action.
   • Check audience selection, links, tracking, formatting, mobile display, and personalisation before release.
   • Manage test sends, stakeholder approvals, scheduling, and campaign records.
   • Monitor delivery failures, bounces, unsubscribes, and other indicators of communication quality.
   • Coordinate sender authentication and technical deliverability requirements with Technology and platform partners.
   • Maintain reusable templates that support consistent branding and efficient campaign production.

5. Segmentation, Data Quality & Consent

   • Develop audience segments based on interests, engagement, project preferences, geography, and lifecycle stage.
   • Maintain database quality through validation, deduplication, standardisation, and routine reviews.
   • Coordinate controlled data imports, exports, and updates with appropriate checks.
   • Maintain communication preferences, consent records, unsubscribe requests, and suppression lists.
   • Apply approved access and data-handling processes with Technology and relevant internal teams.
   • Identify incomplete or inconsistent records and coordinate corrective action with data owners.
   • Ensure customer information is used only through approved processes and channels.

6. Events, Launches & Customer Communications

   • Work with Events and Marketing on registration forms, confirmation messages, reminders, and attendance records.
   • Connect event registrations and enquiries to relevant campaigns and CRM records.
   • Configure appropriate post-event journeys based on attendance, interest, and agreed follow-up requirements.
   • Support broker briefings, investor previews, and launch campaigns with accurate segmentation and communications.
   • Coordinate approved construction updates, milestone messages, and handover communications with responsible teams.
   • Ensure relevant customer actions trigger Sales tasks or notifications when required.

7. Integrations, Testing & Technical Coordination

   • Define marketing requirements for connections between CRM, websites, advertising platforms, registration tools, and messaging services.
   • Work with Technology, developers, and platform partners on implementation and troubleshooting.
   • Validate field mapping, data flow, timestamps, source tracking, and error handling.
   • Maintain testing checklists for new forms, integrations, campaigns, and workflows.
   • Monitor integration health and ensure failures are investigated and resolved.
   • Assess new tools and AI-assisted features with the Digital Marketing Manager against clear business needs and measurable benefits.

8. Reporting & Optimisation

   • Maintain dashboards covering lead sources, assignment, qualification, engagement, appointments, and sales progression.
   • Report campaign and journey performance using consistent definitions.
   • Analyse conversion between lifecycle stages and identify points where customers disengage or follow-up stalls.
   • Work with Digital Marketing and Sales to evaluate lead quality and campaign contribution.
   • Test subject lines, content, timing, personalisation, and journey structure to improve results.
   • Present findings, recommended actions, and operational risks to the Digital Marketing Manager.
   • Maintain a prioritised improvement plan covering data, processes, automation, and reporting.

Qualifications & Experience

• Bachelor’s degree in Marketing, Business, Information Systems, or a related field, or equivalent practical experience.
• 3–5 years of hands-on experience in CRM, marketing automation, or lifecycle marketing.
• Practical expertise in platforms such as Salesforce, HubSpot, Microsoft Dynamics, Zoho, or equivalent CRM and automation system.
• Experience configuring workflows, audience segments, lead routing, nurturing campaigns, and reporting dashboards.
• Strong understanding of lead management and the relationship between Marketing and Sales.
• Experience connecting CRM with websites, advertising platforms, email systems, and event registration tools.
• Working knowledge of data mapping, integration tools, and API concepts sufficient to brief and troubleshoot with technical specialists.
• Understanding of email deliverability, database hygiene, consent management, and communication preferences.
• Experience with real estate or another sector involving high-value purchases and longer sales cycles is preferred.
• Strong spreadsheet skills and confidence handling structured data.
• UAE market experience is advantageous.
• Arabic language skills are an advantage but not essential.

Key Skills & Competencies

• Logical thinking and structured workflow design.
• Strong attention to data accuracy and quality assurance.
• Understanding of customer journeys and lifecycle communications.
• Practical troubleshooting and technical coordination.
• Ability to translate business requirements into platform actions.
• Analytical judgement and clear performance reporting.
• Effective collaboration with Sales, Marketing, Events, and Technology.
• Careful documentation and change management.
• Curiosity about automation, AI, and process improvement.
• Reliable follow-through and sound judgement when handling customer information.

Compensation & Benefits

• Competitive Tax-Free Salary: A market-leading monthly package in AED, commensurate with experience.
• Performance Incentives: Rewards linked to quality and delivery outcomes, as per Company Internal Policy.
• Visa & Medical Insurance: Full UAE visa sponsorship and comprehensive health cover.
• Paid Leave: As per Company Internal Policy and UAE Labour Law.
• Annual Flight Ticket & End-of-Service Gratuity: As per UAE market practice and Labour Law.
• Learning & Career Growth: Support for certification and conferences, with clear career progression.