Business Architect – Customer Relationship Management & Customer Communications

Scope of Ownership 

• Communication strategy and governance across marketing and transactional communications 

• End-to-end coordination of customer contact across journeys, events, and channels 

• Editorial consistency, tone, and clarity across all customer-facing communications 

• Cross-functional alignment to prevent conflicting, duplicative, or mistimed communications 

• Measurement frameworks tied to engagement, effectiveness, and customer outcomes 

• Business-led enablement of Generative AI for communications with appropriate guardrails 

• Requirements leadership and business readiness for CRM-enabled communications executed by technology partners 

Key Responsibilities 

Customer Communication Strategy (Marketing & Service) 

• Partner with business teams to define communication strategies that support both customer engagement and operational outcomes. 

• Own discovery for communication needs, clarifying intent, audience, timing, channel, and desired customer action. 

• Translate strategy into journey-based and event-based communication plans, including sequencing, channel mix, personalization approach, and suppression logic. 

Transactional & Operational Communications Leadership 

• Provide strategic oversight for triggered and event-based communications to ensure clarity, timeliness, and customer-centered design. 

• Ensure operational communications are easy to understand and reduce customer effort and inbound contacts. 

• Align transactional communications with marketing touchpoints to create a cohesive customer experience, especially at high-impact moments such as renewal or service events. 

Communications Governance & Controls 

• Lead governance for customer contact, ensuring adherence to brand standards, compliance requirements, privacy and consent expectations, accessibility standards, and channel rules. 

• Drive coordination across teams to reduce customer contact fatigue, message conflicts, and unintended confusion. 

• Establish and maintain intake, prioritization, and approval processes that balance speed, quality, and risk management. 

Editorial Leadership & Content Strategy 

• Provide editorial leadership across all customer communications, ensuring messages are clear, consistent, and aligned to purpose and brand voice. 

• Define content strategy inputs such as messaging frameworks, tone guidance, modular content patterns, and reusable templates. 

• Enable modern content production practices that support scale while maintaining quality and clarity. 

CRM Orchestration (Business-Led, Tech-Partnered) 

• Partner with delivery teams to translate strategy into execution-ready requirements, including business requirements, user stories, acceptance criteria, and testing scenarios. 

• Support delivery through validation, UAT, and post-launch optimization to ensure outcomes align with intent. 

• Ensure marketing and transactional communications operate as a coordinated system rather than isolated sends. 

Measurement, Insights & Optimization 

• Define and operationalize KPIs for marketing and transactional communications, including engagement, conversion, retention, complaint rates, opt-outs, and contact fatigue indicators. 

• Analyze performance trends and translate insights into actionable improvements. 

• Lead test-and-learn approaches to continuously refine messaging, sequencing, and customer experience. 

Generative AI for Communications 

• Leverage Generative AI to accelerate content ideation, drafting, versioning, and personalization with appropriate human oversight. 

• Define guardrails for AI-assisted communications, including quality standards, review requirements, and appropriate use cases. 

• Identify opportunities where AI improves speed, relevance, and effectiveness without increasing risk. 

Leadership & Influence 

• Operate as an advisor to business partners, setting direction and raising the bar on communication quality and customer experience. 

• Influence across teams without direct authority through clarity, structure, and customer-first thinking. 

• Mentor peers and partners on communication strategy, governance, and requirements best practices. 

Required Qualifications 

• Significant experience in CRM communications, customer communications strategy, lifecycle marketing, or Customer Experience communications. 

• Experience leading complex, cross-functional initiatives spanning marketing and operational communications. 

• Strong ability to translate business strategy into execution-ready requirements in partnership with technology teams. 

• Demonstrated experience with communications governance and stakeholder alignment. 

• Strong analytical skills with the ability to connect insights to action. 

• Exceptional written and verbal communication skills with strong editorial judgment. 

Preferred Qualifications 

•  Experience spanning both marketing CRM journeys and transactional communications. 

• Familiarity with CRM and marketing automation concepts such as segmentation, triggers, journeys, personalization, suppression, and testing. 

• Experience applying Generative AI to communications workflows with governance and quality controls. 

• Experience with scalable content operations models and editorial standards. 

What Success Looks Like 

• Customers receive communications that are clear, relevant, and well-timed across marketing and service moments. 

• Marketing and transactional communications are coordinated and reinforce one another. 

• Governance enables faster delivery while maintaining compliance, quality, and customer trust. 

• Communication performance improves through measurable, insight-driven optimization. 

• Generative AI is used responsibly to increase speed and relevance without sacrificing quality or accuracy. 

Role Note 

This role resides within the business and strategy organization and does not include technology development. The Business Architect partners with technology teams for configuration and execution while remaining accountable for communication strategy, governance, requirements clarity, and customer outcomes.