Client Relationship Management - Lead

CRM Lead

• Department: Sales
• Designation: CRM Lead
• Location: HUB Interior Experience Centre (EC) Reports To: Business Manager / Sales Head

Role Purpose

The CRM Lead will be responsible for driving revenue growth, improving sales conversions, managing client relationships, and ensuring a seamless customer journey from lead generation to project sign-up. The role involves leading and mentoring the CRM team, monitoring sales performance, coordinating with the design team, and ensuring profitability in line with HUB Interior’s business objectives.

Key Responsibilities

• 1. Sales Leadership & Revenue Generation Drive the Experience Centre’s sales targets, revenue growth, and conversion rates.
• Develop and implement strategies to convert qualified leads and showroom walk-ins into confirmed projects.
• Monitor individual and team sales performance against monthly targets and business metrics.
• Identify opportunities to improve the sales pipeline, customer engagement, and overall business performance.
• Support the Business Manager in achieving Experience Centre revenue and profitability targets.
• 2. Client Meetings & Relationship Management Lead key client meetings to understand customer requirements, expectations, budgets, and pain points.
• Build strong client relationships through effective communication, timely follow-ups, and professional engagement.
• Guide the team in managing client objections, negotiations, and customer expectations.
• Ensure a positive client experience throughout the sales journey, from the initial enquiry to project sign-up.
• 3. Sales Quotations & Commercial Negotiations Coordinate with the design team to prepare accurate sales quotations, BOQs, and relevant commercial documents.
• Review quotations and ensure timely sharing with clients.
• Lead commercial negotiations to achieve mutually beneficial agreements while maintaining profitability.
• Ensure all pricing, discounts, and commercial commitments comply with management guidelines.
• Monitor deal margins and profitability in line with company targets.
• 4. Team Management & Performance Development Lead, mentor, and support CRM executives to improve their sales effectiveness and client-handling skills.
• Allocate leads, monitor follow-up activities, and ensure accountability for individual targets.
• Conduct regular performance reviews, pipeline discussions, and sales meetings.
• Identify training needs and develop team capabilities in sales, negotiation, product knowledge, and customer relationship management.
• Foster a performance-driven culture focused on ownership, collaboration, and continuous improvement.
• 5. CRM Operations & Sales Pipeline Management Ensure accurate and timely recording of leads, client interactions, follow-ups, quotations, and sales updates in the CRM application.
• Track lead status, conversion ratios, lost opportunities, and reasons for non-conversion.
• Maintain visibility of the sales pipeline and provide regular sales forecasts and performance reports to management.
• Ensure consistent follow-up practices and adherence to the company’s sales processes.
• Identify process gaps and recommend improvements to increase productivity and conversion rates.
• 6. Cross-Functional Coordination Act as the key interface between clients, CRM executives, designers, and other internal stakeholders throughout the pre-sales journey.
• Coordinate with the design team to ensure client requirements are understood and reflected in proposals.
• Facilitate smooth handovers from sales to design and project execution teams after project sign-up.
• Resolve client concerns in coordination with relevant teams and ensure timely communication.
• Collaborate with the Experience Centre leadership to improve customer satisfaction and business outcomes.
• 7. Business Reporting & Continuous Improvement Track and report key performance indicators, including revenue, lead conversion, average ticket size, sales closures, and profitability.
• Analyse sales trends and identify opportunities to improve team performance and business results.
• Share regular updates on target achievement, pipeline health, and challenges with management.
• Ensure compliance with company policies, sales processes, and commercial guidelines.
• Contribute to business planning, sales forecasting, and initiatives to improve Experience Centre performance.
• Key Performance Indicators (KPIs) Achievement of monthly and quarterly revenue targets.
• Lead-to-meeting and meeting-to-booking conversion rates.
• Individual and team sales target achievement.
• Average order value and deal profitability.
• Lead follow-up efficiency and CRM data accuracy.
• Customer satisfaction and client experience.
• Team productivity, capability development, and retention.
• Accuracy of sales forecasting and reporting.

Required Skills & Competencies

• Strong sales leadership and team management capabilities.
• Excellent client relationship management and communication skills.
• Strong negotiation, persuasion, and deal-closing abilities.
• Commercial acumen and understanding of sales margins and profitability.
• Proficiency in CRM applications, sales pipeline management, and reporting.
• Ability to analyse sales performance and drive target achievement.
• Strong coordination, problem-solving, and decision-making skills.
• Knowledge of interior design, modular interiors, or home improvement sales is preferred.