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.

KEY RESPONSIBILITIES

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 vs 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