AVP of Salesforce

Job Title: AVP, Salesforce Platform

Location: Hybrid – PA (need to come to the office x1 a month at a minimum)
Reports To: Head of Digital Products, Jess Coleman 

Context:
We are seeking an experienced and strategic AVP, Salesforce Platform to provide direction, leadership, and oversight of our Salesforce CRM ecosystem. This high-visibility role will drive our ongoing Salesforce journey, including implementation, enhancement, and continuous development to support business growth across our Credit Union’s operations. Approximately 1,000 Salesforce users across 60 branches, contact centers, and back-office functions.

This leader will play a critical role in building out and stabilizing the Salesforce platform, establishing guardrails, and scaling processes. The AVP will guide the development of the Salesforce team and be expected to manage the team. The ideal candidate combines strategic vision with the ability to work tactically alongside developers and cross-functional teams.

Key Responsibilities
* Lead the strategic direction, integration, and optimization of the Salesforce CRM platform, including Financial Services Cloud, Marketing Cloud, Data Cloud, Copado, and MuleSoft integrations.
* Act as the primary liaison with IT Services and the business 
* Build, mentor, and manage a growing Salesforce team
* Collaborate with business stakeholders to translate needs into Salesforce functionality that supports relationship management, cash management, and a seamless 360-degree view of customer/member data.
* Promote adoption of Salesforce as the “source of truth” for prospective and current member data; ensure alignment with day-to-day operations.
* Oversee CRM-related projects (e.g., integrations, automations, data and process improvement), ensuring adherence to project plans, timelines, and budgets.
* Develop and enforce governance, standards, and best practices for platform use, data integrity, and security.
* Continuously evaluate and improve platform performance and stability while navigating the realities of a fast-evolving environment.

Required skills:
* Deep expertise in Salesforce CRM (FSC preferred), all of these are preferred: Marketing Cloud, Data Cloud, and MuleSoft 
* Strong track record leading Salesforce platform growth, stability, and adoption in a complex environment with multiple integrations (e.g., mortgage systems, loan systems, membership systems).
* Hands-on leadership experience managing CRM-related integrations, migrations, and automations.
* Ability to balance high-level strategic thinking with tactical execution; comfortable working “in the trenches” with developers and cross-functional partners.
* Excellent interpersonal and communication skills; ability to motivate teams and build strong relationships across technical and business groups.
* Strong analytical, problem-solving, and project management skills, with attention to data integrity and detail.
* Ability to thrive in a dynamic, fast-paced environment where priorities evolve as the platform matures 

Qualifications
* 8–10 years of relevant Salesforce/CRM experience.
* 5–8 years of leadership and management experience, preferably in financial services or similarly complex environments.
* Demonstrated experience building and managing Salesforce teams.
* Experience leading major Salesforce implementations, integrations, and continuous improvement initiatives.