CRM and Lifecycle Manager

• 5+ years of experience in CRM, marketing automation, or marketing and sales operations, including at least 3 years owning or administering a HubSpot portal.

• Advanced hands-on HubSpot experience, including properties, custom objects, lists, workflows, pipelines, automation and reporting.

• Proven experience designing or improving lead management processes, including lead capture, scoring, routing, nurturing and sales pipeline management.

• Experience building automated and personalized customer journeys across multiple channels, with measurable impact on conversion, engagement, retention or repeat purchases.

• Strong understanding of customer segmentation, lifecycle marketing, personalization and customer experience.

• Experience working with sales, customer, order and invoicing data, with strong Excel skills and a data-driven mindset.

• Experience working cross-functionally with Sales, Marketing, Customer Service, Training and IT teams in a B2B environment.

• Strong attention to detail and a rigorous approach to CRM data quality and governance.

• Ability to translate business requirements into CRM processes and technical configurations.

• Fluent Spanish and English, both spoken and written.

• Experience implementing a CRM-ERP integration, ideally HubSpot and Microsoft Dynamics.

• Experience in businesses with recurring sales from an installed customer base, such as medical, aesthetic, dental or laboratory equipment.

• Experience with HubSpot Service Hub and Operations Hub.

• Knowledge of customer experience methodologies, including journey mapping, NPS, CSAT and Voice of the Customer.

• Experience with SQL, Power BI, cohort or retention analysis.

• Experience with B2B eCommerce and mobile app marketing.

• HubSpot certifications.

• Knowledge of GDPR and consent management in an international B2B environment.

At INDIBA, the customer lifecycle runs from the first contact with a lead, through the sale of the device, onboarding and first training, to the regular purchase of consumables, ongoing training in new protocols, technical service and, years later, the renewal of the device. We want every one of these moments to deliver a consistent, excellent experience, whoever the customer interacts with.

INDIBA is seeking a CRM & Lifecycle Manager to own HubSpot as the system that supports this entire lifecycle: how leads are captured and converted into sales, how customers are onboarded and kept active, and how every team works from the same customer record.

This is a new role. During the first year, the focus will primarily be on data, integrations and processes, establishing the foundations for a unified customer view. From there, the role will increasingly focus on automating, personalizing and continuously improving the customer journey.

• Own and govern the global CRM, including the HubSpot data model, lifecycle stages, properties, custom objects, lists, workflows, pipelines and reporting.

• Review and optimize lead management from capture to sale, including lead qualification, scoring, routing, nurturing and follow-up processes.

• Review and improve Sales pipelines, defining stages, entry and exit criteria, required information and automated tasks to improve conversion and forecasting reliability.

• Build and maintain unified Customer 360 profiles across all customer touchpoints, bringing together customer, device, order, training, service and interaction data.

• Co-lead CRM integrations with IT and external partners, particularly HubSpot-Microsoft Dynamics, as well as integrations with the website, eCommerce, LMS, My INDIBA App and other tools.

• Design and maintain dynamic, behaviour-driven customer segmentation based on customer profile, devices owned, purchase history, training status, engagement, value and churn risk.

• Design, launch and optimize automated, personalized customer journeys across different channels, including email, WhatsApp, phone calls, sales alerts, messaging channels and the My INDIBA App.

• Support B2B eCommerce and lifecycle initiatives, including segmented promotional campaigns, personalized recommendations, repeat-purchase and replenishment workflows, abandoned carts, cross-sell/upsell and re-engagement.

• Work with Sales, Customer Service, Technical Service and Training to define customer experience standards, handovers, service levels, automated actions, tasks and alerts throughout the customer lifecycle.

• Ensure high data quality and governance through clear ownership, naming conventions, validation rules, regular audits and deduplication processes, while managing customer consent and communication preferences.

• Measure customer experience and commercial performance through CRM dashboards and reporting, including lead funnel, pipeline, campaign performance, active and at-risk customers, repurchase, recurring revenue, service KPIs, NPS and customer satisfaction.

• Act as the central HubSpot point of contact across the organization, driving user adoption, training teams, maintaining documentation and owning the CRM roadmap and continuous improvement priorities.