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CRM Success / Adoption Manager

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Date: May 4, 2021

Location: Amsterdam, NL

Company: AkzoNobel

AkzoNobel has a passion for paint. We're experts in the proud craft of making paints and coatings, setting the standard in color and protection since 1792. Our world class portfolio of brands - including Dulux, International, Sikkens and Interpon - is trusted by customers around the globe. Headquartered in the Netherlands, we are active in over 150 countries and employ around 34,500 talented people who are passionate about delivering the high-performance products and services our customers expect.

Job Purpose

The CRM Success / Adoption Manager (Global Gaudi CRM Adoption Manager) is responsible to drive the adoption of CRM globally, across 8 BUs and functions, collaborating with the global user community. Through a personal drive for results, this role contributes to harvesting the benefits that come from the investment in our global and collective CRM platform, named Gaudí. 

Key Accountabilities

Assume overall adoption responsibility for CRM across Paints & Coatings (8 BU’s) guiding the BU’s through the people, process and technology facets of their CRM transformation journey;

Be a trusted advisor (through expertise and thought leadership) to all business stakeholders, incl. exec sponsors to drive CRM adoption and ensure the solution is used to drive business value; 

Further build adoption dashboard, monitor utilization trends and define, drive improvements;

Roll out and define maintenance plan for global adoption platform (Whatfix) on Gaudí CRM;

Conduct periodic health checks around platform, organization and processes;

Prepare and educate users on new features and releases support capability development of the user community (incl. BU CRM managers);

Identify new user needs (capture and promote voice of the customer) and funnel to Product Owner. Work shoulder to shoulder with Product Owner to drive continuous improvement;

Form strategic relationships with key stakeholders to understand a BU business, with its go-to-markets, and develop a clear action plan that drives CRM adoption.

Key Activities


  • Maintain and drive the CRM business success plan. Enrich with learnings from within and outside AkzoNobel. Activities and deliverables in this plan are centered around people (capabilities, communication & change management), process (enabling and improve key business processes) and technology (develop the right platform / eco system that drives adoption).
  • Deliver significant parts of that plan and support, coach and oversee the progress in all BUs, with hands-on support to BUs where required. Further enrich (on a continuous basis) and co-create further with BU’s to define success (a joint plan) with identified objectives, stakeholders, milestones, risks and metrics to achieve the BU goals. Concrete examples of this plan are (but not limited to):
    • Performs stakeholders’ analysis and change impacts assessment, maintain and refine user segmentation (persona) and measure and improve the user attitude towards CRM (PDCA);
    • Develop change management plans, including communication and training plans. Design and execute communication programs (with support from CM and communications specialists), to ensure proper and engaging messaging reaches all impacted users;
    • Define key CRM messages around CRM now and in the future and details the message components to make them fit for wider and engaging communication;
    • Plans and coordinates trainings, to ensure all users are properly prepared and trained;
    • Measures progress and effectiveness of change management activities and business readiness;
    • Supports employees and the business in adoption of change, new tools and new ways of working, coaches and supports the CRM communities to accomplish business success;
    • Contribute to practice-building efforts such as knowledge sharing, training and attending community events in the sales community and consolidates good practices into a CRM business success toolkit;
    • Coordinate the overall deployment and maintenance of adoption tooling (WhatFix).


  • Create high visibility with the CRM stakeholders across levels (total community is >10.000 users);
  • Provide CRM stakeholders with deep domain knowledge (able to translate how CRM enables value for different user groups);
  • Contribute to product / platform development;
  • Further build adoption dashboard, monitor utilization trends and define, drive improvements;
  • Further build the global CRM community, where users collaborate to support the further development and adoption of the platform in line with business and community needs.




  • University Education with Degree or equivalent qualification, post-graduate marketing qualification desirable (Business Administation, Economics, Marketing, Commercial Economy);
  • Previous experience as a Customer Success Manager;
  • Extensive experience in consulting and implementation of CRM systems;
  • Experience in a complex, global, diversified company; proven track record in consulting skills and influencing senior stakeholders.




  • Able to think strategic / conceptually (how CRM enables business value), having a process mindset and willing to be a hand-on contributor in parallel;
  • Excellent communication, relationship building skills (across various levels);
  • Strong analysis, (not too fast) judgement and problem-solving skills;
  • A collaborative personality with the ability to build strong personal relationships;
  • Calm and effective under pressure and able to remain professional in high stress situations;
  • Embraces change;
  • Ability to develop innovative approaches to solve complex problems with sustainable results.


Application details:


We welcome your online application, reference 9596. Please note that applications sent by mail will not be considered. If you have any question, please feel free to contact our Talent Resourcing Partner Jeroen Sevenstern phone +31 (0)6 51706499.


An employment screening may be part of the selection process.


Agency or sales calls are not appreciated



All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age or disability.

Requisition ID: 9596