Data & Systems Lead

This role is responsible for how data is structured, governed and used across the business.

You will lead the strategic and operational management of Salesforce and organisational data systems, ensuring data is reliable, connected and supports commercial outcomes. This includes Salesforce, Marketing Cloud, registration platforms and external data sources.

A key part of the role is acting as the Salesforce Administrator, owning the platform end to end including configuration, data integrity, user access, integrations and ongoing optimisation.

You will also manage external vendors and developers to deliver system improvements, and ensure data flows effectively across systems to provide a clear and consistent view of customers and performance.

This is a hands on role that combines strategy and execution - focused on building a strong data foundation while enabling better decision making, targeting and commercial outcomes across marketing, sales and operations.

Data ownership and strategy

• Own how data is structured, governed and used across the business
• Define and enforce a clear source of truth for each data type
• Establish data standards, ownership and best practices across teams
• Identify opportunities to improve how data supports commercial outcomes

Data integration and flow

• Own how data flows between Salesforce, Marketing Cloud, registration platforms and external sources
• Identify and resolve data inconsistencies, sync issues and duplication across systems
• Ensure a consistent and connected view of data across all platforms
• Improve how data is captured, stored and shared across platforms
• Ensure customer data from different sources is connected and visible in a way that is usable for sales

Data governance and quality

• Establish, enforce and maintain data governance standards across the business
• Maintain data accuracy, consistency and reliability across systems
• Manage imports, deduplication and data integrity
• Eliminate unauthorised uploads/downloads and inconsistent data handling

Data structure and taxonomy

• Develop and maintain consistent data structures, fields and naming conventions
• Standardise taxonomy across marketing, sales and operations
• Ensure all new data meets required quality and formatting standards

Salesforce administration

• Own Salesforce as the system of record
• Manage user access, permissions, roles and data security
• Maintain system structure, validation rules and data integrity
• Support and improve integrations between Salesforce and other systems
• Identify and implement improvements to optimise platform usage
• Ensure Salesforce supports sales workflows, pipeline management and decision making

Data enablement & commercial impact

• Enable sales and marketing to clearly understand and use customer data (e.g. event attendance, engagement, history)
• Ensure customer data is complete, visible and structured to support action
• Improve how data supports targeting, lead qualification and pipeline conversion
• Identify gaps in customer data that limit marketing and sales effectiveness and fix them
• Reduce cost leakage (e.g. duplication, inefficient processes)

Insights and reporting

• Deliver reporting and insights to support business and commercial decision making
• Deliver reporting that gives clear visibility of customer activity, lead quality and pipeline
• Ensure reporting is trusted, simple to use and actively used by sales, marketing and leadership

Cross team collaboration

• Manage external vendors and developers to deliver system improvements
• Work across marketing, sales and operations to ensure consistent data use
• Act as the owner of data standards and governance across the business
• Drive behaviour change in how teams manage and use data

What success looks like

• Strong governance in place, with teams following consistent data standards
• Data is clearly structured and trusted across the business
• Reduced duplication and data gaps, ensuring sales and marketing are working with accurate, complete information
• Clear visibility of usable versus non usable data
• Data is connected across systems (Salesforce, SFMC, registration, external sources) with no silos
• Reduced manual effort through improved data flows and automation
• Marketing and sales can clearly understand and act on customer data, with no missed opportunities due to data gaps
• Salesforce is structured to support sales workflows, pipeline management and decision making
• Clear visibility of pipeline and lead quality through trusted reporting