CRM Manager

The department

HFW’s Marketing & Business Development (M&BD) department comprises teams supporting regional offices, industry groups, and central functions including Digital, CRM, Events and Design. The CRM team provides the technology, processes and insight necessary to strengthen client relationships and enable data‑driven business development across the global firm.

The role

This role provides the opportunity to play a pivotal part in shaping and delivering the firm’s CRM strategy, working in close partnership with the Head of Marketing Operations & Digital.

The CRM Manager will work collaboratively to shape, refine and deliver the firm’s CRM strategy, taking responsibility for driving adoption, ensuring data integrity, developing processes, and translating shared strategic priorities into effective day‑to‑day practice across the firm.

The role includes line management responsibility, close collaboration with international BD teams, and acting as a key adviser to partners, fee‑earners and PAs on CRM best practice.

Key responsibilities

Strategy collaboration & leadership

• Work closely with the Head of Marketing Operations & Digital to shape, refine and deliver the firm’s CRM strategy.
• Translate strategic priorities into practical workplans and firmwide adoption programmes.
• Lead the delivery of CRM initiatives across regions, ensuring consistency and best practice.
• Line manage CRM team members, setting objectives, supporting development and overseeing performance.
• Build strong relationships with partners and senior stakeholders to support effective CRM usage.
• Track progress against CRM‑related KPIs and highlight opportunities for strategic improvement.

Relationship management & key client support

• Support the firm’s Global Key Client and Strategic Growth Client programmes through insights, relationship mapping and accurate data stewardship.
• Ensure CRM functionality supports BD planning, cross‑selling and client development activity.
• Support client feedback programmes, ensuring insights are captured and shared.
• Provide supporting intelligence for pitches, pipeline development and strategic planning.

System development, enhancements & integrations

• Manage day‑to‑day performance and enhancement of InterAction and Vuture.
• Lead system upgrades, enhancements, and integration projects in partnership with IT and vendors.
• Ensure stable, secure and efficient connections with related systems (e.g. email marketing).
• Work with vendors (LexisNexis, Vuture) to maintain strong service delivery and solution development.
• Identify opportunities to enhance usability, automation, data flows and efficiency.

Data governance & compliance

• Lead implementation of data standards, business rules and CRM‑related processes (including DCM).
• Ensure CRM data is accurate, complete, categorised correctly and aligned to BD needs.
• Maintain compliance with GDPR, PECR and regional data‑protection requirements across jurisdictions.
• Identify data‑related risks and escalate as appropriate.
• Maintain clear documentation on data governance and permissions.

Reporting, insights & analytics

• Produce regular dashboards, KPIs and insights covering adoption, data quality, relationships, campaigns and pipeline and support strategic reporting for senior stakeholders.
• Use data to provide actionable intelligence that supports client plans and BD initiatives.
• Maintain standardised reporting frameworks for events, marketing lists and client programmes.

Email marketing, campaigns & events

• Oversee Vuture governance and best practice across the firm.
• Support BD teams with targeting, segmentation and performance reporting for global campaigns.
• Ensure all mailing activity is accurate, compliant and effectively segmented.
• Provide analysis on campaign performance and opportunities for improvement.

Training, engagement & change management

• Design and deliver CRM training for partners, fee‑earners, PAs and BD teams.
• Maintain and evolve user guides, playbooks and process documentation.
• Build and support a CRM Champions network across regions and practice groups.
• Provide proactive and hands‑on user support to embed CRM into daily workflows.

International office support & onboarding

• Oversee the CRM onboarding process for new offices, laterals and practice acquisitions.
• Ensure global consistency in CRM standards, processes and adoption.
• Support international BD teams with locally relevant CRM training and engagement activities.

Other responsibilities

• Represent HFW within CRM and legal‑marketing professional networks.
• Support CRM budgeting and resourcing discussions.
• Undertake ad‑hoc projects and support the Head of Marketing Operations & Digital as required.
• Any other ad hoc duties as may be required.

Key skills & experience required

• Degree level or equivalent experience.
• Significant experience in CRM management within an international law firm or professional services environment.
• Proven expertise in InterAction and Vuture, including upgrades, integrations and user education.
• Experience supporting or contributing to CRM strategy, with the ability to translate firmwide priorities into operational practice.
• Ability to manage and develop team members.
• Strong understanding of client development, BD processes and key client programmes.
• Excellent stakeholder management skills, including experience influencing senior lawyers.
• Strong working knowledge of GDPR, PECR and international data‑protection requirements.
• A passion for data‑driven marketing, relationship management and continuous improvement.
• Excellent written, verbal and presentation skills.
• Collaborative, organised and proactive approach to work.

Additional information

Please note that this job description is not contractual, and may be amended periodically to meet the changing needs of the Firm.

HFW aims to ensure equality of opportunity and we are actively working towards improving the diversity of our staff. All applications will be considered only on merit and the applicant’s suitability to meet the requirements of the role.

HFW collects and processes personal data relating to job applicants to manage its recruitment process. The firm is committed to being transparent about how it collects and uses that data and to meeting its data protection obligations. For information on how the firm will process your data, please see our Privacy Notice, under the section “What we collect and how we use it”.

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About us

HFW is a sector‑focused global law firm. We have over 700 lawyers working across the Americas, Europe, the Middle East, Asia and Australia. We take a progressive and commercial approach to supporting our clients, combining legal expertise with a deep understanding of the industries in which they operate.

Learn more about us