Asad Butt
Associate Director, CRM
Croydon,ELN
Summary
A highly accomplished CRM and Salesforce leader with over 25 years of management experience across global organisations, combining strong technical expertise with proven strategic leadership. Four-times Salesforce certified and holding a Master’s degree in Database Systems, I specialise in the design, configuration, integration, and governance of large-scale CRM platforms. My career spans leading complex transformations, including global Salesforce consolidations, legacy-to-cloud migrations, and cross-functional process improvements. Recognised with a British Empire Medal for community leadership, I bring a unique balance of technical acumen, stakeholder engagement, and people leadership, ensuring CRM systems not only deliver operational efficiency but also empower users to drive meaningful business outcomes.
Overview
11
11
years of professional experience
Work History
Associated Director CRM
International Rescue Committee
11.2022 - Current
- Managing cloud based global Salesforce, with 500+ uses and 15 embedded applications for a multinational nonprofit organisation. Provide support for existing and new projects including designing, configuration, development, integration and customization of solutions in complex IT environments. Oversee the projects from requirements gathering to deployment, testing, onboarding and provide support during hyper care and system lifecycle.
- Lead and develop a highly skilled CRM and data operations team, ensuring seamless data collection, selection, and integration processes across multiple channels to support organisation-wide initiatives.
- Implement agile methodologies to drive efficiency and foster a culture of continuous improvement, ensuring the CRM system adapts to evolving needs and empowers end-users.
- Manage data-driven projects that leverage data insights to enhance beneficiary support and inform key strategic decisions, creating a measurable impact on overall service delivery.
- Work closely with cross-functional teams to promote a data-driven culture, empowering non-technical stakeholders to utilise CRM insights for decision-making and impact reporting.
- Ensure the integrity and security of data, implementing best practices in data governance and compliance to protect sensitive information and support donor and beneficiary confidence.
Salesforce Technical Lead
International Rescue Committee
10.2019 - 11.2022
- Lead global Salesforce support and enhancement projects, managing a team of CRM specialists across the US and EU regions to deliver impactful solutions.
- Serve as SME for solution architecture, overseeing configuration, development, integration, and customization in complex, multi-regional environments.
- Design and develop scalable business solutions leveraging Salesforce and related technologies to meet evolving organisational needs.
- Act as product owner and SME for key CRM applications and plug-ins, ensuring their effective implementation and optimisation.
- Conduct complex data analysis and manage data warehouse infrastructure, including SQL databases, ETL tools, and integrations.
- Develop advanced reports and dashboards to provide actionable insights for strategic decision-making.
- Collaborate with cross-functional stakeholders, translating technical details into business insights to drive informed decisions.
Database Manager
Public and Commercial Services Union
01.2017 - 10.2019
- Led the migration of databases from Oracle to MySQL and Salesforce CRM, improving system efficiency and streamlining processes.
- Managed a large database supporting 200,000 members and 200 staff users across multiple regions, ensuring performance and security.
- Gathered business requirements and designed database schemas to align with organisational processes and goals.
- Developed front-end and back-end solutions in Salesforce CRM, enhancing functionality and user experience.
- Ensured GDPR compliance and maintained secure, backed-up Oracle and cloud CRM databases.
- Monitored system performance using SQL and analytical reports, identifying faults and optimizing system efficiency.
- Managed technical teams and adhered to Agile methodologies for successful project delivery.
E-comm Manager
Public and Commercial Services Union
08.2014 - 12.2017
- Led database migration from Oracle to MySQL and Salesforce CRM, enhancing system efficiency and data management.
- Managed a large-scale CRM database serving 200,000 members and 200 staff users across multiple regions, ensuring high performance and security.
- Gathered requirements and designed database schemas to reflect business processes, driving alignment with organisational objectives.
- Developed and optimised front-end and back-end solutions within Salesforce CRM, improving functionality and user experience.
- Ensured GDPR compliance and implemented robust security measures for Oracle and cloud-based CRM systems.
- Monitored system performance with SQL and analytical reports, identifying issues and improving system reliability.
- Led technical teams, driving Agile development practices to ensure successful project delivery.
- Achievements and responsibilities:
Education
Master of Science - Database Systems
University of Westminster
06.2014
Post Graduate Diploma - Advance IT & Multimedia
South Bank University London
06.2002
Higher National Diploma - Advance Computing
South Thames College
08.2000
Certified Salesforce Administrator -
Salesforce
Certified Salesforce Advance Administrator -
Salesforce
Salesforce App Builder Certificaiton
Salesforce
01-2020
Certified Salesforce Service Cloud Consultant -
Salesforce
Jitterbit Core and Foundation Certification - undefined
South Thames College
Skills
- Oversee global CRM platforms and applications, including administration, configuration, and integration, in diverse multinational environments
- Lead and develop both technical and non-technical teams, effectively managing staff across national and international organisations to drive CRM success
- Specialise in the design and development of Web technologies, databases, CRM systems, and Salesforce, ensuring robust and scalable solutions
- Utilise advanced skills in Microsoft Office Suite, including VBA for Access, Excel, Word, OneNote, and MS Project, for comprehensive project management and reporting
- Demonstrate expertise in software delivery, providing training and crafting presentations with PowerPoint and Prezi to support strategic initiatives
- Manage the complete system development lifecycle, from requirements gathering to delivery, leveraging strong analytical skills and strategic planning
- Apply knowledge of GDPR, PCI, data security, UX design, and Agile methodologies to ensure compliance, enhance system performance, and drive continuous improvement
References
References are available upon request.
Accomplishments
- Provided the technical lead in successfully merging two (EU and US) CRM systems into one global CRM.
- Provided the technical lead in transforming the largest Trade Union (PCS) database from conventional on-premises technology to Cloud.
- Managed the project to deliver a cloud-based application across Civil Service in the UK.
- Managed the communication department to fully digital.
Other Achievements
- Was awarded BEM (British Empire Medal) by HM The King for working with youth and volunteering for charities
- Prime Minister, Borris Johnson’s ‘Point of Light Award’ for delivering services to the local community.
- Nominated to carry Queen’s Rally Baton for Commonwealth Games 2022 for services to the community.
- Winner of the 2021 (Chance to Shine Community Award) for delivering the best community project in the UK.,
- Croydon Mayor’s Award (2021) for Contribution to Sport and Healthy Living
Timeline
Associated Director CRM
International Rescue Committee
11.2022 - Current
Salesforce Technical Lead
International Rescue Committee
10.2019 - 11.2022
Database Manager
Public and Commercial Services Union
01.2017 - 10.2019
E-comm Manager
Public and Commercial Services Union
08.2014 - 12.2017
Post Graduate Diploma - Advance IT & Multimedia
South Bank University London
Higher National Diploma - Advance Computing
South Thames College
Jitterbit Core and Foundation Certification - undefined
South Thames College
Master of Science - Database Systems
University of Westminster
Certified Salesforce Administrator -
Salesforce
Certified Salesforce Advance Administrator -
Salesforce
Salesforce App Builder Certificaiton
Salesforce
Certified Salesforce Service Cloud Consultant -
Salesforce
Similar Profiles
Tijani HamedTijani Hamed
English-Arabic Interpreter at International Rescue Committee Committee, IRCEnglish-Arabic Interpreter at International Rescue Committee Committee, IRC
Caitlin ReinhardCaitlin Reinhard
Program Officer, Matching Grant Training at International Rescue CommitteeProgram Officer, Matching Grant Training at International Rescue Committee
Caroline ShayoCaroline Shayo
Ethics and Compliance Unit Investigator at International Rescue CommitteeEthics and Compliance Unit Investigator at International Rescue Committee
DJUMA DUNIA MASILYADJUMA DUNIA MASILYA
Coordinateur WASH et Infrastructure at International Rescue Committee (IRC)Coordinateur WASH et Infrastructure at International Rescue Committee (IRC)
Orianne PennycuickOrianne Pennycuick
St Giles Cathedral Crown Masonry Inspection at SG AccessSt Giles Cathedral Crown Masonry Inspection at SG Access