CRM Lead

THE POSITION

The CRM Lead plays a key role in shaping and delivering the UK & Ireland CRM strategy across the Animal Health business. Acting as the subject matter expert for the Veeva CRM platform, the role takes strategic ownership of the system, ensuring it supports commercial objectives, enhances customer engagement, and delivers maximum business value.

Working closely with Commercial, Customer Excellence, Data & Platforms, and Global teams, the CRM Lead will drive platform improvements, lead the rollout of new capabilities, and ensure high standards of data quality, governance, and user adoption. The position combines CRM expertise, project leadership, stakeholder management, and commercial thinking to maximise the value of customer data and CRM capabilities across the organisation. 

This is a highly visible role with the opportunity to influence future CRM developments, shape local strategy, and work closely with global teams on platform enhancements and innovation. The successful candidate will play a key role in advancing commercial effectiveness across the UK & Ireland business through the effective use of CRM technology, data, and insights.  

TASKS & RESPONSIBILITIES

CRM Strategy & Platform Ownership

• Define and own the UK & Ireland CRM strategy, ensuring alignment with commercial objectives and business priorities.
• Own and develop the Veeva CRM roadmap, driving continuous improvement, optimisation, and long-term platform development.
• Act as the primary CRM Subject Matter Expert, providing strategic guidance and recommendations to business stakeholders.
• Ensure CRM capabilities support effective customer engagement, commercial excellence, and business growth.
• Represent the UK & Ireland Animal Health business within Global CRM forums and the wider Veeva community, influencing future platform developments, enhancements and priorities while ensuring local business requirements are effectively represented.
• Identify opportunities to increase business value through improved CRM functionality, processes, governance, and user experience.
• Act as the recognised CRM Subject Matter Expert for the UK & Ireland business, providing leadership, best-practice guidance and strategic direction on the use and evolution of CRM capabilities.

CRM Delivery & Project Management

• Lead the implementation, rollout, and adoption of new CRM functionality, enhancements, and global initiatives within the UK & Ireland market.
• Manage CRM-related projects from business requirements gathering through testing, deployment, training, and adoption.
• Coordinate system upgrades, releases, integrations, and change activities while maintaining operational stability.
• Apply structured project management methodologies to ensure successful delivery of CRM initiatives.
• Monitor project progress, risks, timelines, and stakeholder expectations, driving issues to resolution where required.
• Champion continuous improvement initiatives that enhance CRM effectiveness and commercial performance.

Data Governance & Quality Management

• Lead CRM data governance activities to ensure high standards of data quality, consistency, integrity, and compliance.
• Lead and direct CRM data stewardship and data-quality activities, establishing standards, priorities and governance processes while developing the capability of those supporting CRM master-data management.
• Ensure customer, account, and commercial data structures are maintained to a high standard and support business needs.
• Establish and maintain processes that improve data accuracy, governance, and reporting reliability.
• Drive continuous improvement of data stewardship practices and data management processes.
• Support the effective use of CRM data to enable informed commercial decision-making.

Stakeholder Engagement & Commercial Partnership

• Build strong relationships with stakeholders across Commercial, Customer Excellence, Marketing, Data & Platforms, and Leadership teams.
• Develop a deep understanding of business priorities and translate them into effective CRM solutions and capabilities.
• Act as a trusted advisor on CRM best practice, system capabilities, and future opportunities.
• Ensure CRM activities and enhancements are aligned with wider commercial strategies and objectives.
• Influence stakeholders at all levels and drive engagement with CRM initiatives and ways of working.
• Communicate complex concepts, requirements, and recommendations clearly to both technical and non-technical audiences.

Training, Change Management & User Adoption

• Lead CRM training activities for new and existing users, ensuring effective and consistent use of the platform.
• Drive successful adoption of new functionality, enhancements, and business processes.
• Develop and deliver change management activities that maximise user engagement and platform utilisation.
• Promote CRM best practices and support the ongoing development of user capability across the organisation.
• Monitor adoption and usage metrics, identifying opportunities to improve user experience and effectiveness.

Reporting, Analytics & Performance Management

• Own CRM performance measures, reporting frameworks, and key performance indicators.
• Produce and analyse CRM-related metrics to support business planning, prioritisation, and decision-making.
• Monitor platform usage, adoption, and data quality trends, identifying opportunities for optimisation.
• Deliver actionable insights and recommendations that improve commercial effectiveness and customer engagement.
• Support the development of a data-driven culture through the effective use of CRM reporting and analytics.

Compliance & Governance

• Ensure all CRM activities are conducted in accordance with company policies, procedures, and applicable regulations.
• Maintain compliance with GDPR, data protection requirements, and commercial compliance standards.
• Support governance of CRM content, system controls, and business processes, including the administration of Veeva PromoMats and related content management activities.
• Ensure CRM activities align with relevant industry codes and compliance requirements.
• Promote best practices relating to CRM governance, data management, compliance, and system usage.

Requirements

Education

• Degree-level qualification or equivalent professional experience.

Skills & Experience

• Proven experience leading the implementation, optimisation and adoption of Veeva CRM, or a comparable enterprise CRM platform within a regulated commercial environment. Direct experience of Veeva CRM is strongly preferred. Experience of Veeva Vault, Approved Email/CLM, etc would be advantageous.
• Experience of Veeva Vault, PromoMats or comparable content-management and compliance platforms is highly desirable.
• Strong project and programme management skills: Prince2, Lean Six Sigma, Agile, or similar methodologies.
• Experience defining CRM strategy, managing roadmaps, and driving successful platform adoption.
• Experience supporting data governance, data quality, and data stewardship activities.
• Process-oriented mindset with experience in process improvement, change management, and user adoption.
• Ability to translate complex business requirements into practical system solutions.
• Strong planning, prioritisation, and stakeholder management skills.
• Excellent written and verbal communication skills, with the ability to deliver training, influence stakeholders, and drive user adoption.
• Strong commercial awareness, ideally gained within Commercial Excellence, Sales Force Effectiveness, Customer Excellence, Analytics, or a similar environment.
• A proactive self-starter who takes ownership and drives continuous improvement.
• Industry experience in Animal Health or Pharmaceuticals is preferred, although relevant CRM and commercial excellence experience gained in FMCG, Retail, or similar customer-focused industries would also be considered. 

WHY THIS IS A GREAT PLACE TO WORK

Boehringer Ingelheim has been recognised as a Top Employer in the UK, demonstrating our commitment to building an exceptional workplace through strong people practices and supportive HR policies.
Learn more: https://www.boehringer-ingelheim.co.uk/careers/uk-careers/why-great-place-work